Impact on E-Commerce during Covid-19 On Sales And Customer Satisfaction: A Study on Pakistani Banking Sector

Abstract

This study examines the impact of the e-commerce which is e-banking services quality (EBSQ) that are Reliability, privacy and Security, Website Design, customer Service and support of the account holders and how these services effect the embanking satisfaction (EBS) and in turn the e-banking loyalty (EBL)of the account holders and in turn on the sales during COVID-19 in the banking sector in Pakistan. Drawing on then cognitive–motivational– relational (CMR) theory, a causal model is developed to predict the impact of the e-banking services quality (EBSQ) that are Reliability, privacy and Security, Website Design, customer Service and support of the account holders and how these services effect the e-banking satisfaction (EBS) and in turn the e-banking loyalty (EBL)of the account holders and ultimately on the sales in the banking sector in Pakistan. The study was based on primary data. The sample consisted of 250 Pakistani consumers the account holders on the bases of which the hypotheses were tested. The study found the relationship between the ecommerce which is e-banking services quality (EBSQ) that are Reliability, privacy and Security, Website Design, customer Service and support of the account holders and how these services effect the e-banking satisfaction (EBS) andin turn the ebanking loyalty (EBL)of the account holders and in turn on the sales in the banking sector in Pakistan. It is concluded that the independent variables that are the EBSQ and EBS effect the EBL and ultimately the sales of the banks in the form of less switching of services among the account holders. The present study contributes to the literature on e- commerce and it is found that the managers need to pay attention to ecommerce activities so that the customer loyalty is enhanced and ultimately sales 4 increase. Therefore, the banks are recommended to effect the satisfaction of their customers aiming to get maximum loyalty from their customer and hence the switching is decreased and sales of the bank increases during the pandemic COVID- 19 and also in long term.