Use Habit, Continue Use and WOM for SST: Based on E-banking

Abstract

Self-service is a kind of technology which permits customers getting service without employee's anticipation. More and more enterprises adopt self-service technology. However, researchers consider technology as background in researches of influencing factors of adoption and continuing use. Previous researches didn't consider enterprise's competition, that is, customer loyalty. As a new behavior style, customer loyalty for self-service technology is different from customer loyalty for traditional products. The thesis adopts using rabbit to construct of loyalty, and discusses influence of satisfaction and switching cost for rabbit, WOM and willingness of premium payment. The research proves by data from e-banking customers that customer satisfaction positively influences using rabbit and WOM and switching cost positively influencing premium payment. The research expands traditional researches in traditional loyalty field. At the same time, the research guides enterprises to employ self-service technology.