Author(s): Pratyush Malla
Offering banking services in the virtual surrounding conditions becomes more challenging for the marketing managers while meeting interception of security in internet banking. The purpose of this study is to inquiry how a loyal customer base can be built for internet banking services. The paper explores the relationship between things between the two dimensions - company information meeting and customer results by measuring their role in building customer loyalty, further reducing perceived security risk among the customers. The analysis supports positive relationships among customer information meeting, customer service quality, and customer happiness from meeting a need or reaching a goal, trust, and customer loyalty. The results also show that customer loyalty along with trust eventually reduces perceived security risk which is very important for further act of something getting bigger, wider, etc. of internet banking. The service providers need to offer consistent superior customer service according to the customers' needs and preferences which can result in greater levels of customer happiness from meeting a need or reaching a goal, develop trust and customer loyalty. This will further help the service providers to reduce the fear of perceived security risk by teaching loyalty in the person who uses a product or service.