محددات و لاء الزبائن لخدمات الصيرفة الإلكترونية : دراسة مفاهيمية بمدخل التفاعل الاجتماعي

الملخص EN

Building customer loyalty is currently one of the topics most discussed particularly among academics and practitioners in marketing; the importance of customer loyalty increases more with the extension of marketing’s offerings and the enhancement of customers’ expectations.

To develop the demand on E-banking, companies need to overcome the individual behavior’s barriers which halt customer’s engagement toward this kind of services.

In this study, we lead a social interactive perspective to explain how customer’s attitudes and behaviors toward e-banking are formed.

Therefore, we suggests that e-trust dimensions (i.e.

credibility, integrity, benevolence) and WOM behavior dimensions (i.e.

activity, praise) eventually contribute to increase customer e-banking loyalty (i,e.

attitudinal loyalty and behavioral loyalty).