Ilirjana ZYBERI
Doctor, Faculty of Economy, University “Eqrem Çabej”,Gjirokastra, Albania
izyberi@yahoo.com
Antoneta POLO
Doctor,Docent, Faculty of Economy, University “Eqrem Çabej”,Gjirokastra, Albania
neta_polo@yahoo.com
Abstract
In the era of globalization and increasing competition worldwide, banks are changing their strategies in order to reach customers around the world easier and cheaper. Banks have adopted modern technology to reduce costs and improve the quality of customer service as well as provide standardization of basic services. Albania has been a positive trend in the use of e-banking and the Internet as a new alternative for providing banking products and services. The purpose of this study is to measure the impact of service quality, quality of e-service, price factors and image have on the trust and loyalty of customers to banks and present some conclusions in order to improve the e-banking situation in Albania. The study is based on primary data collected from the administration of 400 questionnaires in three districts of Gjirokastra region. Data were analyzed using classical econometric models (linear multifactorial regression). From the multivariate analysis, used to see the relationship between trust and service quality, e-service quality, price and image, it resulted that e-service quality, image and price are important factors influencing customer trust, while quality of service does not appear to be statistically significant. All four of the above factors were taken into account to see their relationship with loyalty to banks. Multivariate analysis showed that all four factors are statistically significant in their impact on loyalty. These findings constitute a valuable contribution to the financial institutions, financial advisors, bank customers and prospective applicants.
Keywords: trust, loyalty, image, service quality, quality of e-services
JEL classification: E5