The Impact of E-Banking Services Quality on Customers Satisfaction and loyalty Moderated by Customer Trust: Evidence from Islamabad

Abstract

This study has attempted to evaluate the impact of e-banking service quality on customer satisfaction and customer loyalty moderated by customer trust. For the data collection research has conducted a survey in which questionnaires among 363 individuals distributed. Results of the study are based on process model 1 to investigate the moderation of customer trust in relationship of E banking service quality with customer satisfaction and loyalty. Results of the research have indicated that e-service quality is positively related with customer satisfaction and the relationship is also moderated by customer trust however E-banking service quality directly influences customer satisfaction and even it is moderated by customer trust. Results have also indicated that e-service quality is positively related with customer loyalty but the relationship is not moderated by customer trust. Greater is the quality of services the higher will be their impact on customer satisfaction and loyalty. This study has noted that banks can improve the customer's satisfaction or loyalty by working on dimensions such as speedy services, ease of using services and quick response to the queries and the relationship of trust.