Customer service

The Fourth International Conference on Electronic Business (ICEB2004) / Beijing298
Impact of Internet Banking on Customer Satisfaction and Loyalty:
A Conceptual Model
Thanh Nguyen, Mohini Singh
School of Business Information Technology, RMIT University,
GPO Box 4576V, V Melbourne, Victoria, Australia
thanh.nguyen@rmit.edu.au, mohini.singh@rmit.edu.au
ABSTRACT
This is a research in progress paper discussing Internet banking issues both from the bank’s point of view and from the
customers’points of view. Based on literature it includes several factors that impact Internet banking. It includes several
hypothesis derived from literature to be tested empirically. The research will be guided by the conceptual model
presented as figure 2 in this paper highlighting the relationship between Internet banking and customer satisfaction and
loyalty.
Keywords: Internet banking, customer satisfaction, customer loyalty
1. INTRODUCTION
Internet banking is one form of e-commerce that has
gained a wider acceptance than others. In Australia all
banks are now offering internet banking facilities to all
its customers. As suggested by Chang [10] the evolution
of information technology has significantly influenced
the banking industry. Particularly, the advent of the
Internet and the popularity of personal computers have
created both an opportunity and a challenge for this
industry. In only a decade Internet Banking has rapidly
grown [2]. In 2001, the Market Intelligence Strategy
Centre (MISC) reported that approximately 2.8 million
people have used Internet Banking in Australia [50].
These figures increase rapidly with each new survey.
A study from Taylor Nelson Sofre in 2002 revealed that
23% of Australians used Internet Banking and the
Internet Banking adoption rate in Australia is greater
than in the US and Britain [3]. In mid-2002, the MISC
reported that 5 million Australians had used Internet
Banking services [39]. Recent survey undertaken by the
MISC shows that the number of Australians using
Internet Bank had reached 7.7 million in September
2003, with an annual growth rate of 113% [33].
The rapid growth of Internet banking in recent years is a
clear indication of consumer acceptance of this media.
However, the impact of Internet Banking on customer
satisfaction and loyalty in Australia is yet to be
established as few studies have addressed this issue. In
this paper we present a review of literature on internet
banking and the factors that may impact internet
banking and customer satisfaction and loyalty.
2. DEFINITION OF INTERNET BANKING
Internet Banking is defined as the usage of Internet and
telecommunication networks to deliver banking services
to customers [12, 14, 43]. Customers can inquire
information and carry out most banking services such as
account balance inquiry, inter-account transfers, and
bill-payment via the Internet. There are different
perceptions of Internet Banking between the literature
and practitioners. With reference to most Australian
banks’websites, the term ‘Internet banking’has been
construed as the transactions relating to current and
credit card accounts such as viewing balances, paying
bills, and transferring funds. In contrast, in the literature,
Internet banking includes the services relating to
financing, insurance, investment, and new banking
services [14, 43]. The latter will be referenced in this
paper.
3. INTERNET BANKING TECHNOLOGY
According to Leong, Srikanthan & Hura [27] Internet
banking is a web application based on client/server
architecture in which Internet technology plays an
important role. A basic architecture is illustrated in
figure 1.
Figure 1: Internet Banking application architecture - adopted
from Leong, Srikanthan & Hura (1998) and Turban et al.
(2000)

The Fourth International Conference on Electronic Business (ICEB2004) / Beijing 299
Similar to all Internet transmission of information, with
Internet banking security is an important concern for
banks and customers [43]. All banks offering Internet
Banking have taken special care to ensure security,
privacy and confidentiality of information to all its
customers. Basic security requirements to conduct
business over the Internet are discussed below.
Authentication involves the ability of an individual,
organisation, or computer to prove its identity. Security
systems accomplish authentication by verifying
information that the user provides against what the
system already knows about the user. Authorisation
involves the control of access to particular information
once identity has been verified. Authorisation is meant
to limit the actions or operations that authenticated
parties are able to perform in a networked environment.
Audits include information on access of particular
resources using particular privileges or performing
certain security actions. It identifies the person or
program that performed the actions. Confidentiality
involves the secrecy of data and/or information, and the
protection of such information from unauthorised access.
For e-businesses confidentiality is of utmost importance
in the protection of an organisation or company's
financial data, product development information,
organisation structures and various other types of
information. Time related information such as a price
list or confidential report can be crucial and need to be
kept confidential until a certain time. Policies regarding
the release of information must be included in
confidentiality, as well as authorisation services.
Confidentiality policy must ensure that information
cannot be read, copied, modified, or disclosed without
proper authorisation and that communication over
networks cannot be intercepted. Integrity is the
protection of data from modification either while in
transit or in storage. E-commerce and e-business
systems must have the capability of ensuring that data
transmissions over networks arrive at their destinations
in exactly the same form as they were sent. Integrity
services must protect data against modifications,
additions, deletions, and reordering parts of the data.
Information can be erased or become inaccessible,
resulting in loss of availability. This means that those
who are authorized to get information did not get what
they needed. Availability of information is an important
attribute in service-oriented businesses that depend on
information (e.g. airline schedules). When a user cannot
get access to the network or specific services provided
on the network, they experience a denial of service.
Nonrepudiation involves protection against a party
involved in a transaction or communication activity that
later falsely denies that the transaction or activity
occurred. Nonrepudiation services must be able to
demonstrate to a third party proof of origin, delivery,
submission and transport of the data in question [56].
Security protection includes physical security devices
i.e. secure server rooms, unauthorised intrusion detector,
organisation’s security policies and related Internet
security technologies. Authentication, digital
certificates, firewalls, Secure Socket Layer (SSL),
Secure HTTP (S-HTTP), Secure Electronic Transaction
(SET), Joint Electronic Payment Initiative (JEPI), and
Open Financial Exchange (OFX) are important
technologies supporting Internet Banking security [25].
SSL and S-HTTP are popular protocols for secure
communications over the Internet at network level
security and application level security respectively,
using public key cryptography and symmetric key
encryptions. On the other hand, SET is a
standard/protocol for securing real-time credit card
transactions over the Internet. This protocol enables
E-Commerce applications to communicate between the
customers, SET-compliant merchants and authorised
third-party payment gateways.
JEPI and OFX are secure communication protocols.
JEPI is known to standardise payment negotiations by
assisting consumers and merchants in selecting an
appropriate payment mechanism of different payment
protocols for both parties. OFX is primarily designed
for electronic data exchange between financial
institutions and is a messaging protocol for online
financial services such as Electronic Bill Presentments
and Payments (EBPP) and investment services. OFX
has been adopted by many large financial institutions
[25]. In Australia, OFX has been implemented for
BPAY, an EBPP system developed by Australian banks
[9].
Internet Banking allows account aggregation. With
account aggregation, customers can manage several
banking accounts held at different banks via a unique
access point. This means that customers just log on to
the Internet Banking websites which support account
aggregation enable customers to access their account
held at other banks, including deposit account, credit
cards and award programs [28]. To use account
aggregation service, a customer has to give settings such
as the URL, user name and password of each external
account. Once customer logs on to an account
aggregation website, this system automatically logs onto
other banks’Internet Banking sites just as if a customer
is logged on to them directly. With account aggregation,
a customer is able to access al information from an
account held at another bank. This provides customers
with convenience and time saving. Although this has
many advantages to the customers, security, level of
information access and legal standards to protect the
banks and customers has led to a slow adoption [1, 28].
In Australia, account aggregation was offered by
WestPac, Commonwealth Bank, AMP and Macquarie
Bank [57]. However, recently, Macquarie Bank has
removed this feature due to the security concerns [47].
3. BENEFITS OF INTERNET BANKING
Internet Banking provides clear advantages to both the
financial institutions and the customers. From the
banks’perspective, Internet Banking has very low cost
transactions, compared to human teller banking since it

reduces the following expenses [24, 52]: (1) Banks can
reduce customer service staff as customers use more
self-service functions; (2) There is less cheque
processing costs due to an increase in electronic
payments.; (3) Costs of paper and mail distribution are
reduced as bank statements and disclosures are
presented online; (4) There is less data entry as
applications are completed and processed online by
customers. On the other hand, according to KPMG
[24], bank’s revenue increases from Internet Banking
due to: (1) Increased account sales; (2) Wider market
reach; (3) New fee-based income; (4) New market
opportunities; (5) Improved customer satisfaction. For
consumers, Internet banking provides convenience,
lower service charges, more accessible information
about bank accounts, and an attractive option for busy
people since it saves time to go to the bank branches
and gives 24 hours access [26]. All the benefits of B2C
e-commerce such as 24*7 bank service, convenience,
access from anywhere, one stop shop and easy access to
information [57, 58 59] also apply to internet banking.
6. PRODUCTS AND SERVICES
OFFERED ONLINE
Internet Banking provides customers with many
services and several facilities to carry out online
banking transactions. The basic services include
opening a bank account, printing bank statement,
transferring funds between bank accounts, and paying
bills. Other Internet Banking services comprise of future,
dated and recurring bill payments and funds transfers,
loan application, e-trade, fund management,
customisation of account names, ability to export
banking transactions to popular financial management
software packages such as Microsoft Money or Intuit
Quicken [1]. In addition, account aggregation services
allow customers to manage multiple accounts from
different financial institutions with a single login.
There are many online financial services but they can be
divided into the following categories [18]: (1) Current
account; (2) Insurance-based; (3) Credit-based; (4)
Investment-based services.
Most Australian banks provide interactive, extensive
and sophisticated Internet Banking services [6].
However, it appears that no empirical study has been
conducted to examine whether the Internet banking
services in Australia are satisfactory to customers.
7. INTERNET BANKING AND CUSTOMER
BEHAVIOUR IN THE LITERATURE
In the literature, scholars have focused on examining the
characteristics of Internet Banking and the factors
influencing Internet Banking customer
behaviour/attitude. The recent studies have examined
the determinants such as demographics [7, 23, 32, 49,
15, 23, 32, 49, consumer characteristics [15, 23, 32, 35,
44, 34, 37, 43, 30, 45, 51], consumer perceptions [15,
44], technology attributes [30, 45, 51], and social
context [15, 44] in association with the affects of these
variables to Internet Banking customer
behaviour/attitude.
Unfortunately, most studies concentrated on
investigating the impact of the above determinants on
Internet Banking adoption. Few studies [34, 40, 48, 54]
have examined customer satisfaction and loyalty in
relation to Internet Banking. Though Internet Banking
in Australia began in 1997 [43], literature and research
have only concentrated on Australian Internet Banking
adoption issues, focusing on either retail customer [43]
or small and medium business [52]. No empirical study
has been conducted to understand the impact of Internet
Banking on customer satisfaction and loyalty in
Australia.
8. A CONCEPTUAL MODEL AND
HYPOTHESES
For the purpose of understanding the factors influencing
Internet Banking customer satisfaction and loyalty, this
paper proposes a conceptual model (figure 1). This
conceptual model is developed based on several
previous studies relating to Internet Banking and
human-computer interactions [55].
Figure 2: Conceptual model of the relationships
between Internet banking system and customer
satisfaction and loyalty
In figure 1, three groups of variables that are likely to
have an impact on customer satisfaction are grouped
together. These are Internet Banking system quality,
customer characteristics, and customer’s system
constraints. However, for the purpose of assisting
practitioners in building a more effective Internet
banking application and the impact of the technological
characteristics of Internet Banking are specially
considered.
Internet Banking system quality: this consists of
several independent variables such as transaction speed,
ease of use, convenience, accessibility, cost/benefit,

user empowerment, security and privacy [30, 34, 43, 46,
54].
Customer characteristics: Characteristics of Internet
banking customers identified from literature are
younger, high income earners [17, 41, 46, 17, 41], and
the better-educated [17, 41]. To date no significant
relationship between e-Banking and gender or
occupation has been identified [17, 41]. Zhang & Li [51]
suggest that health condition (disability, emotion i.e.
stress) also impact customer perceived usage of
technologies. Based on the above, age, income,
education, experience, disability and emotion are
included as customer characteristics in the conceptual
model.
Customers’ system constraints: System constraints
(hardware, software and Internet bandwidth) are likely
to affect the accessibility of Internet banking by
customers [51]. Customers with these constraints will
be deprived of Internet banking opportunities therefore
these technology issues are considered as contingent
variables.
Customer satisfaction is defined based on the
confirmation/disconfirmation theory that states
“satisfaction results from a process of comparison
where consumers judge product satisfaction against
their expectations about product performance”[17].
Customer loyalty, in the behavioural approach, has
often been construed as repeat purchase frequency [22],
probability of future purchase [36] and intentions of
switching brand [19]. Cunningham [11] assesses
customer loyalty based on the proportion of money that
a customer spends with purchases from a single supplier.
In the attitudinal approach, a loyal customer must have
strong "attitudinal commitment" to a brand [16, 20].
Bank attributes: Customer loyalty/retention may result
from a bank’s reputation (brand name, well-known,
popularity), costs (interest rate, fees), convenience (i.e.
location and distance) and quality of banking service
[13]. Therefore, these factors have been taken into
account to identify the relationship between customer
satisfaction and customer loyalty.
From the literature review and the conceptual model,
the following hypotheses are thus stated:
H1. Better Internet banking system quality such as the
transaction speed, ease of use, convenience,
accessibility, cost/benefit, user empowerment, security,
and privacy is likely to have a positive impact on
customer satisfaction [30, 34, 46, 54].
H2. The difficulties of using technology due to
customer characteristics such as age, education, income,
disability and emotion are likely to moderate the
relationship between Internet Banking system quality
and customer satisfaction [17, 41, 46, and 55].
H3. The limitations of accessibility to technology due to
customer system constraints such as availability of
software, user’s system processing speed and Internet
bandwidth are likely to moderate the relationship
between Internet banking quality and customer
satisfaction [55].
H4. Customer satisfaction resulting from the usage of
Internet banking is likely to have a positive impact on
customer loyalty [13, 34].
6. CONCLUSION
This is a research in progress paper, providing an
overview of Internet banking, addressing a number of
issues identified from literature. Literature review
discussed above address Internet banking as well as
online banking customer issues. The hypothesis
presented above will be empirically tested to identify
customer satisfaction and loyalty in internet banking.
Research will be guided by the conceptual model
presented above as figure 2.
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