financeФинансы: теория и практика/Finance: Theory and PracticeFinance: Theory and Practice2587-56712587-7089Financial University under The Government of Russian Federation10.26794/2587-5671-2022-26-2-104-117finance-1580Research ArticleПОВЕДЕНЧЕСКАЯ ЭКОНОМИКАBEHAVIORAL ECONOMICSВзаимосвязь между удовлетворенностью, доверием и лояльностью в электронном банкингеThe Relationship Between Satisfaction, Trust and Loyalty in Electronic Bankinghttps://orcid.org/0000-0003-0591-1738ЗубериИ.ZyberiI.

Илирьяна Зубери — Ph.D., преподаватель.

Гирокастра

Ilirjana Zyberi — Ph.D., lecturer.

Gjirokastra

izyberi@yahoo.comhttps://orcid.org/0000-0003-2425-8332Лузо (Kлапи)Д.Luzo (Kllapi)D.

Дрита Лузо (Kllapi) — Ph.D., преподаватель.

Гирокастра

Drita Luzo (Kllapi) — Ph.D, lecturer.

Gjirokastra

drita_kllapi@yahoo.comУниверситет Eqrem ÇabejАлбанияEqrem Çabej UniversityAlbania202229042022262104117Copyright © Зубери И., Лузо (Kлапи) Д., 20222022Зубери И., Лузо (Kлапи) Д.Zyberi I., Luzo (Kllapi) D.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://financetp.fa.ru/jour/article/view/1580

Рост конкуренции заставляет организации постоянно стремиться к повышению производительности и снижению затрат. Быстрое распространение систем, основанных на электронных технологиях, привело к значительным изменениям в сфере банковских услуг. Информационные технологии позволили электронным каналам выполнять многие банковские услуги, которые традиционно осуществлялись через кассу. Албанские банки прилагают усилия для предоставления высококачественных продуктов и услуг для удовлетворения своих клиентов, а также для повышения доверия и лояльности клиентов к банкам. Цель данного исследования — на основе текущего состояния электронного банкинга в Албании определить влияние доверия и лояльности на удовлетворенность клиентов электронного банкинга. Исследование основано на первичных данных, собранных путем заполнения 400 анкет в регионе Гирокастра. Данные были проанализированы с помощью регрессионного анализа и анализа компонентов дисперсии, в результате чего обе переменные, включенные в модель, оказались статистически значимыми, но из двух вышеперечисленных факторов наиболее важным оказалось доверие, поскольку, согласно модели, если доверие повысится на одну степень, то удовлетворенность, как ожидается, увеличится на 0,39 степени. Сделан вывод, что албанским банкам необходимо учитывать это влияние доверия и лояльности на удовлетворенность клиентов дистанционного банковского обслуживания, стремясь к их повышению.

Nowadays, the increase of competition has made organizations constantly strive to increase their productivity and reduce their costs. The rapid growth of systems based on electronic technology led to a significant change in banking services. Information technology has made it possible for electronic channels to perform many banking services that were traditionally performed over the counter. Albanian banks are making efforts to provide high-quality products and services to satisfy their customers as well as to increase customers’ trust and loyalty to banks. The purpose of this study is based on the current state of e-banking in Albania to measure the impact that trust and loyalty have on the satisfaction of e-banking customers. The study is based on primary data collected by the administration of 400 questionnaires in Gjirokastra region. The data were analyzed using regression analysis and analysis of variance components, which resulted in both variables included in the model to be statistically significant, but among the above two factors the most important turned out to be trust, because according to the model if trust improves by one degree then satisfaction is expected to increase by 0.39 degrees. Albanian banks need to consider this effect of trust and loyalty on e-banking customer satisfaction, striving to increase them.

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The authors declare that there are no conflicts of interest present.