E-banking Functionality and Outcomes of Customer Satisfaction: An Empirical Investigation

Abstract

Purpose – The purpose of this paper is to explore the adoption of e-banking functionality and investigates the impact of e-banking on the outcomes of customer satisfaction namely, loyalty and positive WOM within the Jordanian Commercial Banks. Design/methodology/approach – A purposive sampling technique was employed to recruit 179 customers representing the desired range of demographic characteristics (e.g. gender, age, and computer use), previous internet experience levels and product-related knowledge. Findings – This research showed that adoption of e-banking (accessibility, convenience, security, privacy, content, design, speed, fees and charges) had a positive effect on Jordanian Commercial Bank customers' satisfaction, loyalty, and positive WOM. Originality/value – The paper contributes to previous research by adding to existing knowledge regarding what constitutes e-banking service. The paper makes key recommendations towards enhancing current online financial services delivery.