INTERNET BANKING SERVICE QUALITY AND ITS IMPLICATION ON E- CUSTOMER SATISFACTION AND E-CUSTOMER LOYALTY

Abstract

Purpose: The primary purpose ofthis paper is to examine the internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. Methodology & Design: This research is explanatory in nature and through quantitative research design; data was analyzed to find the cause and affect analysis between dependent variable (customer satisfaction, customer loyalty) and independent variables (personal need, site organization, user-friendliness, and efficiency of website) Findings: The results confirmed that the all four dimensions of internet service quality (personal need, site organization, user-friendliness, and efficiency of website) are distinct constructs. The results also indicated that internet banking service quality consisting of four dimensions has appropriate reliability and each dimension has a positive significant relationship with internet banking service quality. The efficiency of banking website is the important aspect of internet banking service quality. The finding found that the relationship between internet banking service quality, e-customer satisfaction and e-customer loyalty are significant. Practical implications: The results show that the higher level of internet banking service quality significantly impacts to e-customer satisfaction and consequently leads to e-customer loyalty and a lower intention to leave the relationship with bank.