E-banking quality and customer loyalty: The mediating role of customer satisfaction

  • 539 Views
  • 348 Downloads

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License

Attaining customer satisfaction and loyalty is seen as a prerequisite for successful bank management. The purpose of the study is to identify and explain the mechanism through which e-banking quality is related to loyalty by including satisfaction as a mediating variable in South Africa. The study adopts a descriptive research design and a quantitative mediation analysis. The data collected through SurveyMonkey comprised a sample of 310 participants who used online banking. The results of the mediation analysis confirm that e-banking quality has a considerable and positive effect on customer satisfaction, which in turn has a significant and positive effect on loyalty in e-banking. The direct effect of e-banking quality on loyalty is also confirmed. Furthermore, the study’s findings show that the quality of e-banking has a significant and favorable indirect effect on loyalty, as mediated by customer satisfaction. Because the direct effect of e-banking quality on loyalty remained significant after the satisfaction intervention/mediation in the model, the mediation is regarded as partial. The findings of this study offer essential marketing guidance for banking professionals who design and implement e-banking solutions for their customers.

view full abstract hide full abstract
    • Figure 1. Proposed research model
    • Figure 2. Statistical diagram
    • Figure 3. Mediation analysis results
    • Table 1. Correlation analysis
    • Table 2. A mediation analysis of satisfaction using the PROCESS macro
    • Conceptualization
      Ephrem Habtemichael Redda
    • Data curation
      Ephrem Habtemichael Redda
    • Formal Analysis
      Ephrem Habtemichael Redda
    • Funding acquisition
      Ephrem Habtemichael Redda
    • Investigation
      Ephrem Habtemichael Redda
    • Methodology
      Ephrem Habtemichael Redda
    • Project administration
      Ephrem Habtemichael Redda
    • Resources
      Ephrem Habtemichael Redda
    • Software
      Ephrem Habtemichael Redda
    • Validation
      Ephrem Habtemichael Redda
    • Visualization
      Ephrem Habtemichael Redda
    • Writing – original draft
      Ephrem Habtemichael Redda
    • Writing – review & editing
      Ephrem Habtemichael Redda