A Study on the Significance of E-Trust and E-Loyalty in Online Banking

This paper aims to investigate the significance of E-Trust and E-Loyalty in the context of online banking. The study makes an attempt to develop a conceptual model depicting various antecedents to E-Trust and E-Loyalty. Findings indicate that Website Quality, Shared Value, Opportunistic Behaviour and Communication play dominant role in determining customer's E-Trust which in turn results in E-Loyalty. The work done is original in the sense that the study depicted several dimension of E-Loyalty to have lucid understanding of the impact of E-Trust on each of these dimensions. The study would benefit Managers and Academicians who would develop an in-depth knowledge about factors affecting E-Trust and E-Loyalty in the context of online banking.