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Impact of e-service quality on e-loyalty of online banking customers in Pakistan during the Covid-19 pandemic: mediating role of e-satisfaction

Author

Listed:
  • Fahad Najeeb Khan

    (Dongbei University of Finance and Economics)

  • Muhammad Usman Arshad

    (University of Gujrat)

  • Muhammad Munir

    (University of Narowal)

Abstract

This study explores the mediating role of e-satisfaction during the pandemic on the relationship between e-service quality and e-loyalty of banking customers in Pakistan. The data were collected from 442 customers of online banking services in Pakistan during the Covid-19 pandemic, following a survey-based study. Baron and Kenny (J Personal Soc Psychol, 51(6):1173, 1986) and Preacher and Hayes (Behav Res Methods, 40(3):879-891, 2008) mediation technique which utilizes the bootstrapping method has been used to explore mediation. The findings show that e-service quality has a significant positive effect on the e-loyalty of the customers of online banking services. Relationships between e-service quality and e-loyalty of online banking customers in Pakistan are significantly and fully mediated by their online satisfaction in unusual situations. This study would help the bankers to implement more effective marketing strategies to retain their customers and attract potential customers, particularly during non-normal situations like the Covid-19 pandemic. It will help them identify the areas of e-services that need improvement to enhance the satisfaction and loyalty of the customers. The bootstrap method for mediation along with Baron and Kenny (J Personal Soc Psychol, 51(6):1173, 1986) leads to using a more sophisticated methodological technique to explore the mediation. The Oliver Expectancy-Disconfirmation Paradigm (EDP) in electronic banking setup during non-normal situations like the Covid-19 pandemic also served as a unique contribution to this study. Application of Baron and Kenny (J Personal Soc Psychol, 51(6):1173, 1986) mediation along with Preacher and Hayes (Behav Res Methods, 40(3):879-891, 2008) leads to more robust findings for the study in non-normal situations like the Covid-19 pandemic. The study findings add scientific value as they are applicable to the banking sector in particular in non-normal situations like the Covid-19 pandemic and the overall service sector in general. Further, as two different methods of mediation have been employed and this makes the study more rigorous and scientific.

Suggested Citation

  • Fahad Najeeb Khan & Muhammad Usman Arshad & Muhammad Munir, 2023. "Impact of e-service quality on e-loyalty of online banking customers in Pakistan during the Covid-19 pandemic: mediating role of e-satisfaction," Future Business Journal, Springer, vol. 9(1), pages 1-12, December.
    • Handle: RePEc:spr:futbus:v:9:y:2023:i:1:d:10.1186_s43093-023-00201-8
    DOI: 10.1186/s43093-023-00201-8
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    References listed on IDEAS

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    1. Achmad Supriyanto & Bambang Budi Wiyono & Burhanuddin Burhanuddin, 2021. "Effects of service quality and customer satisfaction on loyalty of bank customers," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1937847-193, January.
    2. Blut, Markus, 2016. "E-Service Quality: Development of a Hierarchical Model," Journal of Retailing, Elsevier, vol. 92(4), pages 500-517.
    3. Jamil Hammoud & Rima M. Bizri & Ibrahim El Baba, 2018. "The Impact of E-Banking Service Quality on Customer Satisfaction: Evidence From the Lebanese Banking Sector," SAGE Open, , vol. 8(3), pages 21582440187, July.
    4. Thabang Excellent Mofokeng, 2021. "The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1968206-196, January.
    5. Wang, Qiang & Li, Shuyu & Zhang, Min & Li, Rongrong, 2022. "Impact of COVID-19 pandemic on oil consumption in the United States: A new estimation approach," Energy, Elsevier, vol. 239(PC).
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    More about this item

    Keywords

    E-service quality; E-satisfaction; E-loyalty; Online banking;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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