摘要：Purpose: This study aims to examine the relationship between internet banking, customer perceived value, switching cost and customer loyalty. Furthermore, this study also examines if switching cost moderates the relationship between internet banking, Customer perceived value and customer loyalty. Design/methodology/approach: Data collected in a survey that yielded 437 respondents. Questionnaire was adapted from research work of Eriksson, Kerem, and Nilsson; Gefe; Levesque and McDougall; Zeithaml, Berry, and Parasuraman. Quantitative Approach was used for the analysis. Pearson correlation, multiple and moderating regression were used to examine the hypothesized relationship. Findings: The findings confirm that internet banking and customer Perceived value brought significant change on customer loyalty. Moreover, results prevailed that there was significant qasi moderation between variables. Switching costs moderate the relationship between internet banking, customer perceived value, and customer loyalty. Research limitations/implication: Further research is indicated, to identify effects of these variables on other services provider companies. Banking sector in Pakistan should pay more attention on Internet banking services, Customer Perceived Value and switching cost in order to enhance the customer loyalty. Originality/value: This study is the first study that tests the western model on south Asian countries like Pakistan. Hence, there is no research work found that reflects on internet banking and customer perceived value with moderating effect of switching cost. This study contributes to the field of e-commerce marketing and will help managers to adopt appropriate strategies that will lead banking sector towards prosperity.
