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The impact of the relational plan on adoption of electronic banking

Nexhmi Rexha, Russel Philip John Kingshott, Audrey Shang Shang Aw

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 2003

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Abstract

Marketing managers in financial institutions should be aware that customers are likely to embody electronic banking provided that such technology contributes to existing relationships. Based on a survey of bank corporate clients in Singapore, the impact of satisfaction, trust and the use of electronic banking on commitment towards current banks was investigated. It was found that trust was the key factor influencing the adoption of electronic banking. Perceived customer satisfaction with the bank only impacted indirectly on the adoption of electronic banking. The cumulative effects of customer satisfaction were found to have a positive impact on trust directed towards the bank, and this greatly impacted on the propensity to use electronic banking. Customer satisfaction, trust, and the use of electronic banking were found to have a positive impact on the corporate clients’ commitment towards their bank.

Keywords

Citation

Rexha, N., Kingshott, R.P.J. and Shang Shang Aw, A. (2003), "The impact of the relational plan on adoption of electronic banking", Journal of Services Marketing, Vol. 17 No. 1, pp. 53-67. https://doi.org/10.1108/08876040310461273

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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