📄 Abstract
Customer loyalty in e-banking is often influenced by factors such as user-friendly platforms, reliable security measures, and responsive customer support. A lack of focus on these key aspects can lead to customer dissatisfaction, decreased trust, and ultimately, account migration to competitors. Strengthening customer loyalty requires continuously enhancing digital platforms, implementing robust cybersecurity systems, and providing personalized, efficient support to meet evolving customer expectations. These efforts retain existing customers and attract new ones, ensuring long-term growth and success in the competitive e-banking sector. This descriptive-correlational study aimed to determine customer loyalty and e-banking facilities with 240 purposely chosen clients in universal bank branches in Davao City as respondents. Adapted survey questionnaires were used in this study and data were analyzed using descriptive and statistical tools such as Frequency Count, Mean, Standard Deviation, Pearson-r Correlation, ANOVA, and T-test to analyze the study results. Moreover, results revealed that the level of effectiveness of e-banking facilities and customer loyalty is very high. Furthermore, the level of effectiveness of e-banking facilities as rated by universal bank branches is very effective and the level of customer loyalty among universal bank clients is always manifested.
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📚 How to Cite:
Christopher Jhon C. Constantino , EFFECTIVENESS OF E-BANKING FACILITY SERVICES AND CUSTOMER LOYALTY OF USERS OF UNIVERSAL BANK BRANCHES IN DAVAO CITY-BASIS FOR ACTION PLAN , Volume 12 , Issue 1, january 2025, EPRA International Journal of Economics, Business and Management Studies (EBMS) , DOI: https://doi.org/10.36713/epra19696