E-Banking services quality and customer loyalty: The moderating effect of customer service satisfaction: Empirical evidence from the UAE banking sector

Abstract

Despite the importance of the relationship between E-banking service quality and customer loyalty in the banking sector, little research has been devoted to Arabian regions. This paper investigates the relationship between e-banking service quality (i.e., efficiency, requirement fulfillment, accessibility and, Privacy) and customer loyalty by mediating customer satisfaction in UAE. Two steps sampling techniques are used and the researchers rely on cluster sampling in the region of Ras Al Khaimah (RAK) randomly. Again, random sampling techniques are used to choose 28 branches out-off the 34 branches operating within this geographic area. 1500 surveys are distributed and 397 valid surveys are collected with a response rate of 26.5%. A partial least squares structural equation modeling (PLS-SEM) is applied to the data and the results show that the direct and indirect path coefficient between E-banking service quality and customer loyalty were statistically significant. Moreover, customer satisfaction mediates the relationship between E-banking service quality and customer loyalty. To sum up, the findings corroborate existing work in Western settings and underscore the importance of E-banking service quality in the Arabian banking context.