Service Quality, Customer Satisfaction and Customer Loyalty: Some Evidences from Pakistani Banking Sector
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Keywords

Banking Sector, Pakistan, Internet Banking, Service Quality, E-Satisfaction

Abstract

Nowadays, the immersion of technology is fundamental attribute of every business sector and banking sector is no exception to this. This research endeavor is aimed at investigating the relationship and the impacts of E-SQ and customers’ E-satisfaction on customers’ E-loyalty pertinent to utilizing internet banking services. In order to achieve study objectives, the modified E-SERVQUAL instrument was employed to evaluate E-SQ of internet banking services offered by commercial banks in Pakistan. Drawn from random sampling, the study data were collected through survey questionnaire from 318 internet banking users. This study identified that privacy, assurance-fulfillment, efficiency-system availability, contactresponsiveness as well as website layout and guide comprises various aspects of E-SQ concerning internet banking service. The study findings revealed that contact-responsiveness; website layout and guide, and efficiency-system availability components of E-SQ pertinent to internet banking offerings could positively influence customers’ E-satisfaction. Customers’ E-satisfaction revealed positive association with E-loyalty. The nexus between website layout and guide component of E-SQ and customers’ E-Loyalty was found partially mediated by customers’ E-satisfaction. This study demonstrates that the website’s layout and its user friendliness, and the relevancy and timeliness of information/guidance offered by the bank websites are the key attributes, valued by the users of internet banking. This study concludes that although, the technical and functional attributes of website’s E-SQ, for instance: efficiency, fulfillment, as well as system availability are important factors, however, the appropriate layout and sufficient guidance offered by websites also appeared key dimensions to define the magnitude of E-SQ, that could lead towards customers’ Esatisfaction and E-loyalty.

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