The relationship between satisfaction and loyalty in the on-line financial context

Abstract

The purpose of this research is to analyse and quantify the existence of an unidirectional relationship between two marketing relational terms and on-line financial context: satisfaction and loyalty. We carried out a compressive review of the literature about loyalty and we justified on an individual basis regarding their conceptualization and implications. Following that, we conducted empirical research on a representative sample of customers of Internet banking services. We determined the relevance of the satisfaction and loyalty. And finally, we establish different strategies in this context. = Исследуется актуальная проблема, связанная с эффективным использованием онлайновой финансовой среды. Предложен механизм выбора стратегии поведения в условиях данной среды, основанный на принципах «доверия к торговой марке и удовлетворения потребности».