Title:
The Relative Importance
of Trust and Usable Website Design in Building E-Loyalty Intention on Internet
Banking
Abstract: In e-commerce, loyal customers
are considered extremely valuable. The high cost of attracting new customers
on the Internet and the relative difficulty in retaining them make customer
loyalty an essential asset for many banks. Since online transactions involve
many uncertainties for the customer and most of the Internet banking offers
the same product as the other competitor, it is crucial for banks to recognize
the key factor that can tie their existing customer become a loyal customer
an change the web surfers into purchaser. Despite of increasing usage of
Internet Shopping and banking, the literature only portray little effort
of empirical research has addressed the role of quality Internet websites
design and customer online trust in forming consumers’ intentions to revisits
or repurchase particular products or at particular banks within the context
of customer relationship management. This empirical study was performed to
measure relative importance of two different factor that is most cited as
a critical success factor for e-commerce environment; usable website design
and trust elements on the website. The study specifically focuses on Internet
banking users and sample for the study was drawn among academician and master’s
degree students of three different faculties in University of Mara Technology
Shah Alam. The results of the empirical analysis confirmed that the trust
of the user increases when the user perceived that the website was usable
and that there was a consequent increase in the degree of website loyalty.
Author: Nor Aziati Abdul Hamid