Gender, E-Banking, and Customer Retention

Abstract

This research seeks to investigate the role of gender in the relationship between e-banking dimensions and customer retention. A measure of the key constructs was developed based on prior research. A survey approach was adopted to gather the research data. The study is guided by the social script theory. Gender plays different roles in the relationship with e-banking dimensions and customer retention. The study provides critical evidence to support the social script theory, such that gender moderates the relationships between convenience, website design and customer retention. The study aids managers of banks to recognize e-banking components that are not affected by gender and those that are ingrained. This has implications for e-banking segmentation strategies and tactics. Gender issues are important to the local and national economies, and also the global community. The study is focused on a specific industry and thus curtails our understanding in other sectors of the economy.

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