The Effect of “Flow” on Loyalty of Customer Experiences within the context of Online Banking

Flow is the holistic feeling that customers experience when they act with whole participation. The conception of flow has been newly proposed as an important variable for understanding consumers‘ online banking experiences. Even though extensively studied in marketing research, no preceding studies has examined the flow as an experience in an online banking setting. This paper intends to inspect the concept of online banking experience of customers, flow, and its role in influencing customers 'loyalty to an online banking website. Flow is the pleasant experience that customers experience when acting with whole participation and serves as a basis to observe consumers‘ online banking experience. This paper is a research initiative to determine the precursors of "flow" as a customer experience in online banking and to find out whether this flow have positive effect on brand equity and trust. To achieve this aim, a model will be developed based on literature review to measure the relationship among the constructs. To instigate this study, a survey method will be taken by distributing a structured questionnaire among a sample of customers who use online banking services. This study could help in identifying the website features that affect the flow as a customer experience positively. This study may contribute to existing research on flow experience in numerous ways. Antecedents and effects of flow as a customer experience can facilitate researchers realize when this experience occurs and what to expect from this optimal experience in online banking environments. Thus, this study makes an input to the present literature by analyzing the effects of features of the website on flow experience. The results of this study could give online banking website designers and service providers a better understanding opportunity for online consumer experiences and loyalty.