The paper “ Barclays Bank - Consumer Loyalty and Satisfaction due to the Use of Online Banking Services” is an impressive example of a case study on marketing. With increasing advances in technology, the internet has become easily accessible to many people across the world and this has subsequently led many businesses to adopt the e-commerce form of business model. Casaló et al (2008) explain that the world is becoming increasingly commercialized and this is accelerating the need to have better banking systems. Online-banking has subsequently replaced traditional banking making the processes less time consuming and cheaper.
For many banks, online-banking is considered as a powerful tool to gain more customers and acquire a competitive advantage. In order to keep customers satisfied and loyal, a bank needs to understand all the antecedents of customer satisfaction. The essay takes an in-depth analysis of Barclays bank UK. Barclays is a multinational company having branches around the world. Due to its large number of operations, Barclays has automated its systems and has established stable online banking for its customers. Barclay’ s on-line banking satisfactorily meets the needs of its customers which has enabled it to obtain a competitive advantage over its rivals.
The essay will discuss the effectiveness of Barclay’ s online banking by critically analyzing the determinants or antecedents of customer satisfaction on online-banking (Szydlowski 2011). Online banking relies wholly on the internet hence the issue of security is a paramount factor to be considered. In addition, it involves financial and personal information that needs to be kept confidential. It is for this reason that Barclays has endeavored to incorporate tight security measures for its customer online services.
It has introduced several technological innovations that provide a secure and safe banking environment. According to Joia (2003) Barclays web-based customer service utilizes Secure Socket Layer technology (SSL) information and data sent across different networks is scrambled. Once the user is enabled he is able to determine if the site is secure or not by indication of a symbol on the browser. Barclays also utilizes the technology of cookies which allows the server to recognize the users once they revisit the sites. There are basic types of cookies used in Barclays.
The first type of cookies is the transient cookies which recognize the user as he moves from page to page and is usually deleted on exit. The second ones are the persistent cookies that store the user’ s membership information hence one does not have to remember them when logging in. They remain in the machine until they are expired or deleted. Cookies help Barclays staff to gather information concerning the privacy of secure sites, temporary storage of input details, evaluation of promotional and advertising effectiveness of the sites and finally to store login information of secure sites.
In case of a situation where a client forgets to log out of the session, the system automatically shuts itself after a period of inactivity also known as time-out. Barclays also provides online links and resources for customers on ways of guarding themselves against fraud. In addition, Barclays encourages its customers to keep their mobile software’ s and computer operating systems, virus checkers, applications and virus checkers updated. They emphasize on vigilance, especially when withdrawing cash from Automatic Teller Machines (ATM) (Ackrill and Hannah 2001).