Abstract
This research investigates how various e-banking service quality dimensions are reliability, responsiveness, accessibility, ease of use, and security along with demographic factors influence customer satisfaction and loyalty. It underscores the critical role of service quality in shaping customer experiences, with reliability and security emerging as pivotal elements. Demographic variables such as age, gender, marital status, occupation, and income are identified as moderators in these relationships. Employing structural equation modelling (SEM), the study analyses the direct effect of service quality on satisfaction and how satisfaction mediates customer loyalty. The results demonstrate that satisfied customers are more inclined to remain loyal to e-banking platforms. These findings offer valuable insights for financial institutions to enhance their e-banking services and tailorofferings to meet diverse customer needs. Strengthening security and simplifying usability are highlighted as significant drivers of satisfaction. Customizing marketing efforts based on demographic segments can further boost loyalty. Overall, the research provides strategic guidance for optimizing customer experiences and fostering long-term trust in e-banking services.
Keywords: e-banking services, customer loyalty, customer satisfaction, customer experiences, marketing efforts.
References
- Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
- Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., &Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.
- Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
- Zeithaml, V. A., Berry, L. L., &Parasuraman, A. (2002). Service quality delivery through websites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.
- Chen, S. C., & Cheng, C. H. (2012). Customer satisfaction and loyalty in e-service: An empirical study. Journal of Electronic Commerce Research, 13(2), 97-110.
- Herington, C., &Weaven, S. (2009). E-retailing by banks: E-service quality and its importance to customer satisfaction. European Journal of Marketing, 43(9/10), 1220-1231.
- Koksal, M. H. (2016). The intentions of Lebanese consumers to adopt mobile banking. International Journal of Bank Marketing, 34(3), 327-346.
- Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International Journal of Bank Marketing, 34(3), 280-306.
- Liao, Z., & Cheung, M. T. (2008). Measuring customer satisfaction in internet banking: A core framework. Journal of Services Marketing, 22(7), 458-471
- Riquelme, H. E., & Rios, R. E. (2010). The moderating effect of gender in the adoption of mobile banking. International Journal of Bank Marketing, 28(5), 328-341.
- Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33-44.
- Gefen, D. (2002). Customer loyalty in e-commerce. Journal of the Association for Information Systems, 3(1), 27-51.
- Reichheld, F. F., &Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105-113.