Customer's Loyalty to Online Banking Services

The progress of technology, the expansion of the Internet, and the emergence of online social media have created an appropriate infrastructure for communication and transfer of experiences. These environmental changes have transformed customer relationship with firms and have forced them to provide online services. The purpose of this paper is to develop a comprehensive model of customer loyalty to online services in the banking industry. From among the customers who used online banking services, 651 individuals were selected as statistical sample to complete the research questionnaires. The research hypotheses were tested using the structural equation modeling technique and AMOS23 software. Reliability and validity measurement was established using the confirmatory factor analysis technique. Research results show that the quality of online services has a direct positive effect on online loyalty in terms of utilitarian and hedonic quality. Also, the quality of online services has an indirect positive effect on online loyalty through online relationship qualities including trust, commitment and online satisfaction.