MANAGING BRAND EQUITY IN E-BANKING: A SIMULTANEOUS EQUATION SYSTEM APPROACH

摘要

Brand equity provides sustainable competitive advantages to internet firms and becomes a keydeterminant of competitive success in service industries. Using the data collected from the onlinebanking service sector, this study investigates the relationships among brand equity, loyalty, trust,satisfaction, and e-service quality. We formulate and test our research hypotheses by using thesimultaneous equations system approach to expand the traditional satisfaction-loyalty chain tofurther consider the simultaneous relationships between trust, satisfaction and loyalty. Thesignificant simultaneous relationships between satisfaction and loyalty and between trust andloyalty are confirmed by our data, implying that these relationships must be determinedsimultaneously, rather than sequentially.