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A Structural Equation Model was developed and tested in this paper for identifying the determinants that influence customers’ trust and loyalty to I-Banking in New Zealand. The results indicated that shared value was the most critical factor impacting customers’ trust in I-Banking, compared with two other important factors; communication and opportunistic behaviour control. | INTERNET BANKING- AN EMPIRICAL INVESTIGATION OF A TRUST AND LOYALTY MODEL FOR NEW ZEALAND BANKS G.S. Shergill Department of Commerce Massey University Private Bag 102 904 NSMC Auckland New Zealand Ph 0064 9 414 0800 x9466 Email G.S.Shergill@Massey.ac.nz Bing Li M.Mgt. Marketing Department of Commerce Massey University Private Bag 102 904 NSMC Auckland New Zealand Ph 0064 9 478 3990 Email S libing@hotmail.com 1 INTERNET BANKING- AN EMPIRICAL INVESTIGATION OF A TRUST AND LOYALTY MODEL FOR NEW ZEALAND BANKS ABSTRACT The development of Internet Banking I-Banking requires a new recognition of customers values for building long-term organization-customer relationships in the E-era. A Structural Equation Model was developed and tested in this paper for identifying the determinants that influence customers trust and loyalty to I-Banking in New Zealand. The results indicated that shared value was the most critical factor impacting customers trust in I-Banking compared with two other important factors communication and opportunistic behaviour control. As regarding improving loyalty among I-Bank customers findings suggest that I-Banking needs to take satisfaction trust brand reputation and switching cost seriously especially satisfaction because it is the most important factor that influences customers loyalty. Based on these findings the implications culminate in recommendations to improve I-Banking services for customers. INTRODUCTION Electronic commerce is transforming the marketplace by changing firms business models by shaping relationships amongst market actors and by contributing to changes in market structure OECD 1998 . The emergence of Internet Banking I-Banking not only changed the way we do banking in all main areas distribution production payment and trading Llevwellyn 1997 but also created new customer values in content infrastructure and context Methlie 1998 . Understanding customers new values in electronic markets is a requisite for the growth of I-Banking. .
