A Cross-Cultural Comparison of E-Banks Based on Multiple Mediations of Trust

This study tests the importance of the dimensions of trust. Benevolence, ability and integrity mediate the relationship between customer satisfaction and loyalty. This study compared users’ behavior between Indonesia and Taiwan with data from 300 internet banking users from the four biggest banks of each country. Six hundred samples were analyzed using SPSS and SmartPLS 2.0 software for Partial Least Square (PLS) analysis. The major findings are as follows. Customer satisfaction has a positive direct effect on customer loyalty. Benevolence is the most important element of trust. In Indonesia, benevolence and ability mediate the relationship between customer satisfaction and customer loyalty. Integrity does not, because users of internet banking are aware of honesty and fulfillment of promises. In Taiwan, benevolence and integrity have mediate the relationship between customer satisfaction and customer loyalty but ability does not. The findings of this survey provide researchers and managers with valuable information on the importance of trust in the relationship between customer satisfaction and customer loyalty. Keywords: Customer Satisfaction, Trust, Benevolence, Ability, Integrity, Customer Loyalty To cite this document: Thi Mai Le, Nur Aisyah Dwi Hediasri, and Shu-Yi Liaw, "A Cross-Cultural Comparison of E-Banks Based on Multiple Mediations of Trust", Contemporary Management Research, Vol.13, No.4, pp. 219-238, 2017. Permanent link to this document: http://dx.doi.org/10.7903/cmr.17843