Abstract
Purpose: Technological evolution has transformed businesses in the new era. Modern paradigms shift towards adoption of gadgets that has changed the methods of providing services to clients. Banks provided themselves with the current contrivances to offer creative and dynamic types of assistance to customers. Banks has now offering "advanced and digital banking" through e-banking services to facilitate their customers. However, there are several e-banking services depends on e-service quality that affects loyalty of their customers. The main purpose of the current study is to measure the direct relationship of e-banking service quality on customer loyalty and also indirect effect of trust as mediating variable.
 Design/Methodology/Approach: The data was collected from 250 clients using questionnaire from top five commercialized banks of Pakistan. Convenient sampling technique was used to collect the information. PLS-SEM was employed to statistically test the data.
 Findings: This study found significant direct effect of e-banking service quality through its three dimensions “reliability, website design and security” on customer loyalty. In addition, the results also supported the mediation of three dimensions of e-banking service quality with customer loyalty.
 Implications/Originality/Value: All three dimensions increase the customer loyalty and trust played important role it this mechanism.
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