Взаимосвязь между удовлетворенностью, доверием и лояльностью в электронном банкинге

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.

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