Dimensions of e-banking and the mediating role of customer satisfaction: a structural equation model approach

Abstract

Online payment is a concept with increasing prominence across the globe. Due to digitisation, the concept of online banking has gradually made inroads into the marketing area, not only for customers but businesses as well. The researcher obtained the primary data from 187 respondents. Purposive sampling techniques were adopted. Structure equation modelling (SEM), reliability, convergent, discriminate validity and model fitness are achieved through SmartPLS 3. The findings reveal that efficiency, reliability, and service quality have a significant direct effect on customer satisfaction and customer retention. It also shows the significant effect of efficiency and reliability and service quality by taking customer satisfaction as a mediator on customer retention. The information generated may contain useful practical information for banks as well as for businesses that consider India to be a possible target market. This study also uniquely identifies four components of e-banking in the form of efficiency and reliability, service quality, customer satisfaction, and customer retention.