Abstract
The purpose of this study is to evaluate the differential impact of the dimensions of e-service quality (website design efficiency, fulfillment, security/privacy, and system availability) on trust and loyalty of retail bank customers in India, an emerging market. The study uses a survey questionniare to collect data from 351 retail banking customers in India to test the hypothesized relationships. Structural equation modeling technique using IBM AMOS software is used. Findings suggest that fulfillment and security/privacy influence trust while website design efficiency, security/privacy, and system availability influence loyalty. Further, trust positively influences loyalty in the context of retail banking in India.
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