STRUCTURAL EQUATION MODELING APPROACH TO UNDERSTAND MEDIATING IMPACT OF CUSTOMER SATISFACTION (SAT) ON ESQ-BI LINKAGE: A STUDY OF INTERNET BANKING

In the modern competitive environment, the quest of customer’s satisfaction hugely depends on the firms overall service quality (SQ) and is considered to be an essential strategy. The e-banking or any other service providers deliver e-service quality through the website. The e-service quality in the e-banking creates value for the customer where customer receive perceived value from their expectation which impacts their attitude toward the service provider positively which in turns leads to positive WOM, repeat purchase and ultimately consumer loyalty. Satisfied customers are the ambassador for an enterprise because their satisfaction can influence word of mouth effect for that particular enterprise which ultimately brings more customers for the company. In the field of mobile services, research studies show that customer satisfaction has positive effects on the intention to continue the service. The current study tested a model linking ESQ-SAT-BI to understand the mediating impact of Customer Satisfaction through an empirical investigation based on the customers perceptions toward Internet Banking. The results of the data analysis through AMOS confirmed the proposition that customer Behavioral Intentions toward Internet Banking are mediated through Satisfaction perceived from the electronic quality of net banking portal used to access the Online services of the Banks. A structural model was presented as the outcome of the study.