Abstract
This study examined retail banking customers’ intention to continue using their banks’ Facebook fan pages. The research was theoretically grounded in the expectation confirmation model. Data was obtained from 360 customers following the Facebook fan pages of South African retail banks. A structural equation technique using the partial least squares was used to ascertain the validity of the measurement model and to test the hypotheses. The findings suggest that customers’ intention to continue using their banks’ Facebook fan page predicted is by the perceived usefulness of the page and customers’ satisfaction with it. Similarly, the perceived usefulness of the page as well as confirmation of expectations are significantly related to customers’ satisfaction with a fan page. Customers’ perceptions of the usefulness of their brand’s Facebook fan page is significantly predicted by the extent to which their expectations are confirmed. Lastly, the study outlines the implications of these findings for banks interested in promoting continued use of the Facebook fan pages.