Service convenience of online banking towards customer loyalty

Chia, Cai En (2024) Service convenience of online banking towards customer loyalty. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

With the times change, technology has become more and more advanced. So, there is the emergence of online banking. The invention of online banking has brought a lot of benefits to humans, including helping people reduce time, energy and money consumption. People no longer need to go to neighbouring banks and may conduct all capital transactions through the Internet. Therefore, this research study is to investigate whether the service convenience of online banking will impact customer loyalty. This research study used a quantitative method, which is a survey questionnaire, to gather all the required data. The questionnaire for this study will use an online format such as Google Form to allow respondents to answer questions. The questionnaire in the Google Form will divide into three parts. The first part is about the respondents’ demographic data, the second part is about the service convenience of online banking, and the last part will ask about the customer loyalty. The research focuses on a specific demographic group that lives in Malacca City, Melaka and has experience using online banking services. A sample size of 384 individuals participated in this study as part of the first phase of the research project. The pilot test has been used to measure the reliability and validity of the research. In this study, approximately 20 respondents were selected for the pilot test. The pilot test findings show the questionnaire exhibited a high degree of reliability. Multiple regression analysis and correlation analysis were used in this study to check for errors and analysed. Based on the findings, the service convenience of online banking greatly influences customer loyalty. It positively correlates with accessibility, usability, and flexibility toward customer loyalty. Among all the service convenience of online banking, flexibility contributes the most to customer loyalty. All the hypotheses for this research study were accepted. In a nutshell, accessibility, usability, and flexibility significantly impact the customer loyalty.

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