A conceptual model of virtual banking strategies in achieving customers' loyalty of Malaysian perceptive

2016 International Conference on Information and Communication Technology (ICICTM) Pub Date : 2016-05-16 DOI:10.1109/ICICTM.2016.7890796

Jacqueline Tham, A. Khin

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引用次数: 1

Abstract

There has been many studies carried out on virtual banking adoption, but studies carried out in Malaysia to enhance the virtual banking strategy adoption are limited. Therefore, the objective of this study is to conduct the conceptual model of virtual banking strategies and to find out the key determinants of virtual banking strategies in achieving customers' loyalty in Malaysian perceptive by using Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA) and Diffusion of Innovation (DOI) theories to adopt virtual banking strategies to meet customers need with the advancement in payment system and technology. Results from pilot study shown that banking strategy which being used to test the independent variables in this study is significant in affecting customer loyalty among local banks in Malaysia and correlation test on Equation 1 and 2 suggest the instruments as a measure tool is well suited for this study. This research can be useful for future researchers in this virtual banking domain. However, result may differ with a larger sample size conducted for this study.

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马来西亚感知实现客户忠诚度的虚拟银行策略概念模型

已经有很多关于虚拟银行采用的研究，但在马来西亚进行的关于提高虚拟银行策略采用的研究有限。因此，本研究的目的是通过技术接受模型(TAM)、理性行为理论(TRA)和创新扩散理论(DOI)，进行虚拟银行策略的概念模型，找出虚拟银行策略在马来西亚感知中实现客户忠诚的关键决定因素，随着支付系统和技术的进步，采用虚拟银行策略来满足客户的需求。试点研究的结果表明，在本研究中用于测试自变量的银行策略在影响马来西亚当地银行的客户忠诚度方面具有重要意义，等式1和2的相关性测试表明，作为测量工具的工具非常适合本研究。本研究对未来虚拟银行领域的研究有一定的参考价值。然而，由于本研究的样本量较大，结果可能会有所不同。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2016 International Conference on Information and Communication Technology (ICICTM)

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