A Cross-cultural Comparison in E bank based on Multiple Mediation of Trust.

in English journal, 英文期刊
標題A Cross-cultural Comparison in E bank based on Multiple Mediation of Trust.
出版類型英文期刊(EI)
出版年度2018
AuthorsThi Mai Le, 黎氏梅, & SHU-YI LIAW 廖世義
開始頁219
頁數19
出版日期2017 / 12
其他編號0000
中文摘要

The aim of this study is to test the importance of trust’s dimensions, including benevolence, ability, and integrity as the mediators of the relationship between customer satisfaction and loyalty. This study compared two countries, Indonesia and with data from 300 internet banking users in the four biggest banks from each country. Total 600 samples were analyzed using SPSS and SmartPLS 2.0 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 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) Ability mediates the effect of customer satisfaction to customer loyalty significantly in Indonesia. Meanwhile, in Taiwan, professional ability doesn’t have mediation effect on the relationship between customer satisfaction and customer loyalty. (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. Whereas, in Taiwan, internet banking users support integrity can be a mediator on the effect of customer satisfaction on customer loyalty. The contributions of this research, which were based on surveys, giving 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.
Keywords: Customer Satisfaction, Trust, Benevolence, Ability, Integrity, Customer Loyalty

網址doi:10.7903/cme.17843
期刊名稱Contemporary Management Research
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