ROLE OF CUSTOMER SATISFACTION AND WEBSITE USABILITY ON CUSTOMER LOYALTY AND POSTIVEWORD OF MOUTH IN E-BANKING SECTOR

Abstract

Purpose: This study will analyze the influence of usability of website and satisfaction of customer on loyalty and constructive word of mouth with online banking in Karachi. It will explore the relationship among variables so that we will able to identify either this study has an impact on online banking services of banks in Karachi. Design/methodology/approach: The influence of satisfaction and website usability in developing customer loyalty and positive WOM in the e-banking business were measured. After the validation of measurement scales, hypotheses are contrasted through structural modeling. Findings: This study signifies an innovative role to the ground of online banking, that obtained a fantastic recognition in current years. Customer satisfaction and agree with have significant effect on loyalty thru word of mouth while word of mouth is a predecessor of again and again visits or intension to re purchase. Although the growing competition in online business is encouraging a large development within the variety of studies that examine loyalty improvement and word of mouth inside the internet, there's still a study which are lacking behind that examine the creation of both ideas inside the e-banking context. Practical implication: By focusing on the e-banking, user’s loyalty and positive word of mouth are the key goals for any manager that will increase the competence in the market. So, this paper will help to understand these concepts for others. An effect on of satisfaction of customer and usability for growing loyalty of a purchaser and quality word of mouth in the electronic banking sector were calculated. Limitation: This study also has some limitation like time constraint, limited samples size and the cost constraint so that this enables not to cover to see very huge market impact on this research.