Open AccessE-banking Customer Satisfaction and Loyalty: Evidence from Serial Mediation through Modified E-S-QUAL Model and Second-Order PLS-SEM
Author(s) -
Rizwan Raheem Ahmed,
Dalia Štreimikienė,
Zahid Ali Channar,
Riaz Hussain Soomro,
Justas Štreimikis
Publication year - 2021
Publication title -
inžinerinė ekonomika
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.303
H-Index - 29
eISSN - 2029-5839
pISSN - 1392-2785
DOI - 10.5755/j01.ee.32.5.28997
Subject(s) - mediation , customer satisfaction , loyalty business model , structural equation modeling , religiosity , marketing , loyalty , service quality , business , psychology , order (exchange) , customer retention , customer delight , service (business) , social psychology , statistics , mathematics , political science , law , finance
This research aims to measure the service quality of e-banking through e-customer satisfaction & e-customer loyalty in the Islamic e-banking sector of Pakistan. For this purpose, we modified the multiple-item scale (E-S-QUAL) model with two new dimensions: availability of online system and personal needs of customers. Additionally, we added two mediators, for instance, religiosity and trust in the Islamic e-banking perspective. We have collected 674 responses from the consumers of the Islamic banking sector of Pakistan through a structured questionnaire. The data were analysed through second-order PLS-SEM (PLS-structural equation modeling) to examine direct and serial mediation. The direct relationship results showed a positive and compelling effect of modified E-S-QUAL dimensions on e-customer satisfaction. Additionally, the e-customer satisfaction has an affirmative and significant association with e-customer loyalty. Moreover, the serial mediation relationship results exhibited that the e-customer satisfaction, trust, and religiosity mediated the modified dimensions of the E-S-QUAL model and e-customer loyalty.