MOTIVES OF CUSTOMER’S E-LOYALTY TOWARDS E-BANKING SERVICES: A STUDY IN PAKISTAN

Authors

  • Nabila Shahzadi Hafiza
  • Maryam Manzoor
  • Kalsoom Fatima
  • Salman Masood Sheikh
  • Saif Ur Rahman
  • Ghazia Khoula Qureshi

Abstract

Purpose: -

 

This study examines the “motives of customers” show E-loyalty in the direction of e-banking facilities in Pakistan”. It also investigates the mediating part of E- satisfaction, and E-Trust in construct E-loyalty.

 

Design: -

The target population consisted of users/customers of E-banking services from different banks using different products of banks in Pakistan. Analysis has done on the base of subjected to SEM-PLS use the data which collected a survey questionnaire from 200 users.

Results: -

 

Findings exposed that e-satisfaction having the relationship between e-trust and e-loyalty. Prediction shows the two variable convenience and reliability. However, perceived risk and security/privacy are confirmed that there are no significant results show regarding variable e-satisfaction and e-trust. The study contributes to the knowledge directly in the area of e-banking services.

 

Originality: -

 

This study is one of the few attempts to investigate the “motive of loyalty of customers towards electronic-banking facilities” by incorporating role of reliability and Perceived risk in predicting e-satisfaction and e-trust. It explicitly contributes to a new streamlining of research to understand the crucial role of e-banking services in improving customer banking products.

 

Practical Implications: -

 

The study findings have suggested e-loyalty as a key factor for the survival and profitability of a company in this dynamic E-commerce environment. it can facilitate the managers in their effort to maintain long-term relationships among customers. The suggestion confirms of study that banking institutions' managers should more focus on retaining their customers to profit and survive in this competitive environment.

Downloads

Download data is not yet available.

Downloads

Published

2022-10-21

How to Cite

Nabila Shahzadi Hafiza, Maryam Manzoor, Kalsoom Fatima, Salman Masood Sheikh, Saif Ur Rahman, & Ghazia Khoula Qureshi. (2022). MOTIVES OF CUSTOMER’S E-LOYALTY TOWARDS E-BANKING SERVICES: A STUDY IN PAKISTAN. PalArch’s Journal of Archaeology of Egypt / Egyptology, 19(3), 1599-1620. Retrieved from https://archives.palarch.nl/index.php/jae/article/view/11439