INTERNATIONAL SCIENTIFIC DAYS 2008

SZAFRAńSKA MONIKA

LOYALTY OF E-BANKING CLIENTS IN POLAND
LOYALTY OF E-BANKING CLIENTS IN POLAND

Anotácia:

Abstract:
The paper aims at an analysis and identification of factors shaping loyalty of Polish e-banking clients. For a bank, creating a group of fixed clients becomes the crucial condition for improvement of its profitability and maintaining current position on the finance market in conditions of competition. The main source of data used for the analysis was primary information from the Author's own investigations. The investigated time span covered year 2007. Loyalty ratio and enhanced loyalty ratio were used to asses the loyalty of the clients of e-banking. As has been demonstrated by the analysis, clients of e-banking are characterized by a lower level of the loyalty than clients of a classical banking. The key factors shaping client loyalty were frequency of using e-banking, quality and a level of the confidence in e-banking.