Casaló, Luis V.; Flavián, Carlos; Guinalíu, Miguel - In: International Journal of Bank Marketing 26 (2008) 6, pp. 399-417
Purpose – Customer loyalty and positive word‐of‐mouth (WOM) have been traditionally two main goals aimed at by managers. Focusing on the online banking, the importance of these concepts is even greater due to the increasing competence in electronic commerce. Thus, the purpose of this paper...