Dr. WONG Chi Bo, BrianBrianDr. WONG Chi Bo2018-03-192018-03-192011Global Journal of Management and Business Research, Feb 2011, vol. 11(2), pp. 56-66.2249-45880975-5853http://hdl.handle.net/20.500.11861/5031Open accessThe objective of this research is to test if there are significant differences of customer satisfaction, switching costs and customer retention between basic and advanced Internet banking users. This empirical research was conducted within the context of the retail Internet banking industry in Hong Kong. An online questionnaire was employed as the means of data collection. The results show that advanced Internet banking users were more satisfied with theirmain Internet banks, perceived more difficultly in switching their main Internet banks, and displayed more loyalty to their main Internet banks than the basic Internet banking users.enCustomer SatisfactionSwitching CostsCustomer RetentionSegment AnalysisRetail Internet BankingPeer Reviewed Journal Article