A Study of the Multiple Mediation of Trust in E-bank From a Cross-cultural Comparison between Indonesia and Taiwan

in International Symposium (oral presentation paper), 國際研討會(全文口頭發表)
標題A Study of the Multiple Mediation of Trust in E-bank From a Cross-cultural Comparison between Indonesia and Taiwan
出版類型國際研討會(全文口頭發表)
出版年度2017
AuthorsNur Aisyah Dwi Hediasri, 楊愛霞, & SHU-YI LIAW 廖世義
出版日期Jul 14 2017 12:0
會議地點BALI
其他編號0000
中文摘要

The internet banking sectors need to investigate the right strategy in providing
customer satisfaction and increasing customer loyalty. Based on the previous empirical
researches, this study emphasizes on the importance of trust’s dimensions, including
benevolence, professional ability, and integrity as the mediator of the relationship
between customer satisfaction and customer loyalty. This study compared two countries,
Indonesia and Taiwan. Data were collected from 300 internet banking users in the four
biggest banks from each country. Total 600 samples were analyzed using SPSS and
SmartPLS 2.0 M3 software for Partial Least Square (PLS) analysis. The major findings
are (1) Customer satisfaction has a positive direct effect on customer loyalty. (2)
Benevolence has the highest mediation effect on the relationship between customer
satisfaction and customer loyalty, so it becomes the most important elements of trust. (3)
Benevolence has positive significant effect as the mediator of customer satisfaction to
customer loyalty in Indonesia. Same condition occurred in Taiwan. It happened because
of the internet banking users in both countries prefer to become loyal towards the
internet banking site, which really care about their well-being, not just their own profit.
(4) Professional ability significantly mediates the effect of customer satisfaction to
customer loyalty in Indonesia. Meanwhile, in Taiwan, professional ability doesn’t have
mediation effect on the relationship between customer satisfaction and customer loyalty.
This due to their experience of technology, other internet banking sites can provide the
same quality of services, therefore, it is easy to influence users in switching their favored
internet banking site. (5) In Indonesia, integrity doesn’t mediate the effect of customer
satisfaction on customer loyalty, because the internet banking users are more aware of
honesty and fulfillment of promises. This related to the degree of crime and corruptions
that happened in Indonesia. Whereas, in Taiwan, internet banking users support integrity
can be a mediator on the effect of customer satisfaction on customer loyalty. The results
of this research, which was based on a comparison survey, give researchers and
practicing managers alike valuable information on how the importance of trust’s
elements that affect the relationship between customer satisfaction and customer loyalty.

校址:912 屏東縣內埔鄉學府路1號 總機:886-8-7703202 傳真:886-8-7740165 系統開發統維護單位:國立屏東科技大學 電算中心 版權所有