E-SERVICE QUALITY ON CUSTOMER LOYALTY IN MALAYSIA E-BANKING: MEDIATING ROLE OF CUSTOMER SATISFACTION
DOI:
https://doi.org/10.55197/qjssh.v7si4.1546Keywords:
e-service quality, customer satisfaction, customer loyalty, banking industryAbstract
In today’s digital age, the rapid growth of digital banking has significantly enhanced customer convenience. Consequently, the quality of e-services has emerged as a key factor for banks aiming to improve their digital offerings by focusing on customer satisfaction and loyalty. This study explores the influence of specific e-service quality dimensions, namely, responsiveness, reliability, and security & privacy; on customer loyalty in Malaysia’s e-banking sector, with particular attention to the mediating role of customer satisfaction, grounded in the E-SERVQUAL model. Data was collected through a self-administered online survey using a non-probability purposive sampling method, resulting in 212 valid responses. Analysis conducted using SPSS revealed that while responsiveness did not have a significant direct impact on customer loyalty, both reliability and security & privacy were found to influence loyalty positively. Additionally, customer satisfaction was shown to play a crucial mediating role in the relationships between all three e-service quality dimensions and customer loyalty. These findings suggest that improving reliability, security & privacy, and responsiveness leads to greater customer satisfaction, which subsequently fosters stronger loyalty.
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