The impact of perceived interactivity, control and involvement on bank satisfaction and loyalty. An integrated eService model for eBanking.

Abstract

Control and involvement are well researched concepts in traditional marketing, while interactivity is a relatively new concept associated with Internet marketing and communication. From an Internet interaction perspective, the research examines the impact of interactivity, control and involvement on customer satisfaction and loyalty in an eBanking context. Using Flow Theory as the theoretical foundation, it is proposed that these three Internet communication constructs lead to eService dependency and eService encounter satisfaction, which, in turn, enhance the overall satisfaction and loyalty to the principal bank at corporate level. A mixed methodology using both qualitative and quantitative approaches of data collection is adopted. In-depth interviews with eBankers and focus group studies with eBanking customers support the importance of interactivity, control and involvement in the eService encounter. The in-depth interviews and focus groups facilitate the identification of eService dependency as a new construct in the model. Participants¿ views also help the operationalisation of constructs and development of questionnaire for quantitative data collection. ii Analysis of the quantitative data using structural equation modelling shows support for all three constructs¿ hypothesised positive relationships with eService dependency and eService encounter satisfaction i.e. satisfaction at the service encounter level. It is also confirmed that eService dependency and eService encounter satisfaction have a positive impact on overall satisfaction with the principal bank i.e. satisfaction at corporate level. However, the influence of eService dependency and eService encounter satisfaction on loyalty to principal bank is not supported. The research concludes with the theoretical contributions and managerial implications of the research. Strategies to enhance interactivity with, control of and involvement by eBanking customers are recommended to eBankers. Limitations of the research and directions for future research in Internet and eService are also suggested.