Devising Loyalty Relationship Strategies in Technology-based Remote Services

Technology has become an integral part of the business today and has changed the way businesses are being run. Many new services have come up using technology-based remote services in addition to the existing physical channels. This study aimed at getting a clear idea about the underlying complex relationships between perceived value, satisfaction, trust, commitment and their effects on loyalty in technology-based ATM banking services. The study has used structural equation modeling to reveal the nature of relational influences of these constructs on loyalty. It has brought about a better understanding of the factors that govern the technology-based remote service process not only for academic purpose but for managers to devise strategies to attract customers, retain them for a longer period and make them loyal.