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