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Trust, Security, and Ease of Use in E-Banking: A Conceptual Approach to Customer Loyalty

 

 

A. Hariharan & Dr. K. Ramesh

PhD Research Scholar, Department of Commerce, Maruthu Pandiyar College (Arts and Science) – Affiliated to Bharathidasan University.

Assistant Professor and Research Advisor, Department of Commerce, Maruthu Pandiyar College (Arts and Science) – Affiliated to Bharathidasan University.

 

 

Abstract

E-banking has become one of the most important foundations of modern banking services and provides convenience and accessibility to the customers in the digital financial environment. Nonetheless, customer trust, perceived security and ease of use are also factors that determine the long-term success of e-banking. This theoretical work presents the interdependence of these three dimensions, which are trust, security and ease of use and their joint effect on customer loyalty in e-banking. The paper combines the knowledge collected through the literature review to put forward the hypothesis that trust is a mediating variable between the perceived security and loyalty, and that ease of use increases customer satisfaction, which subsequently boosts the loyalty intentions. Through the conceptualization of a model, the article gives a theoretical basis upon which future empirical studies and practical recommendations can be based to ensure that banks become user centric strategies. The paper finds that customer loyalty in e-banking is not merely a consequence of the efficiency of the transactions made but a psychological assurance of trust and security as well as a belief of the perceived ease of the digital transactions.

Keywords

E-Banking, Customer Loyalty, Trust, Security, Ease of Use, Customer Satisfaction, Digital Banking Experience, Conceptual Framework.

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