New Insights into e-Loyalty of Internet Banking Users in an Emerging Market Context: A Multilevel Analysis

Although internet banking is considered a mature technology, digital failures and breakdowns have resulted in widespread customer dissatisfaction. However, recent examples in developed countries show that customer dissatisfaction with internet banking platforms does not necessarily erode customer loyalty. While this could be due to the strong assurance provided by institutional structures that govern the internet usage, it is not known if...