Banking with a Personalized Touch: Examining the Impact of Website Customization on Commitment
نویسنده
چکیده
It is widely accepted as a truth in the business industry that customization is an indispensable element for viable e-commerce websites. However, some critical questions have been overlooked: does the inclusion of website customization induce users’ commitment to the website more than does its absence? Do certain types of website customization enhance relational bonds while others are detrimental? The purpose of this paper is to investigate the impact of types of customization on commitment toward the website. Building on the conceptual framework of levels of processing [Craik & Lockhart 1973], this paper identified three types of customization: remembering, comprehension and association. An experiment with pretest-post test control group (N = 100) was designed to assess the impact of these three types of customization on commitment to the website. The results indicated that comprehensionand association-type of customization significantly induce higher commitment to, and a higher tendency to stay with, the website than that without any customization. Remembering-type of customization was found insignificant on all dependent measures as compared with non-customization. Implications of the findings are discussed.
منابع مشابه
Investigating the Impact of Combining Traditional and Online Factors on Customers’ Trust in E-Banking and E-Commitment (The Case of Customers of Mellat Bank, Shiraz Branch)
Nowadays, new technologies have changed the methods of serving customers in many service organizations. Service in the banking industry has been influenced by International Communication Technology (ICT) developments in essential ways. Nowadays the importance of websites and their unique features in provision of services to customers is increasing. However, traditional methods of banking with d...
متن کاملWebsite Customization: Exploring a Tag-Based Approach in the Australian Banking Context
This research addresses the problem of website customization in online banking, particularly in the Australian context. Australia has the fourth highest online banking adoption rate among developed nations (behind Canada, US and UK) and Australian consumers prefer online banking over ATM, phone and branch. The existence of large number of users who use online banking services on a regular basis...
متن کاملOnline Banking Customization via Tag-based Interaction
In this paper, we describe ongoing work on online banking customization with a particular focus on interaction. The scope of the study is confined to the Australian banking context where the lack of customization is apparent. This paper puts forward the notion of using tags to facilitate personalized interactions in online banking. We argue that tags can afford simple and intuitive interactions...
متن کاملSuccessful Relationships in the E-banking Business
In spite of the continuous development of the e-commerce, the vast competitiveness that exists in the online context makes it necessary to reinforce the ties established with current customers. In this respect, relationship commitment has been considered as a key factor for maintaining successful long-term relationships with customers. However, there are few studies that analyze the commitment ...
متن کاملIntelligent multi-agent modeling of the interbank network and evaluation of the impact of regulatory policies
agent-based modeling is an emerging computational technique that makes it possible to simulate complex economic systems, including the banking network, with a bottom-up approach. In this paper, the country's banking network is simulated with an intelligent multi-agent modeling model and indicates that these agents behave based on the adaptive learning. This modeling has been done with the aim o...
متن کامل