FACTORS THATAFFECTTHE LOYALTY OFCUSTOMERS TOWARD E- BANKING

Abstract

This research investigates the factors influencing customer loyalty in e-banking services, pivotal in today's digitally transformed banking landscape. E-banking has redefined traditional banking by offering secure, convenient, and accessible financial services online. The study investigates how user-friendliness, personalization, customer satisfaction, trust, service quality, perceived value, generational differences, validity, and reliability impact customer loyalty. Through an extensive literature review, dimensions such as service quality, trust, reliability, and website design are identified as crucial contributors to enhancing customer loyalty in e-banking. Primary data is collected via a structured questionnaire from e-banking users to gauge their perceptions and experiences regarding these factors. The findings aim to offer insights to banking institutions for improving e-banking services and formulating effective customer retention strategies, essential in adapting to technological advancements and evolving consumer preferences in the digital era.