Abstract
Noticing the recent development in internet banking in different parts of the world has resulted in increasing online transactions without visiting the bank. Thus, this study investigates the importance of antecedents of e-loyalty—shared value, information quality, system quality, service quality, trust, attraction, and satisfaction— in using e-banking services and the role of consumer characteristics (gender, age, and level of education) as a moderator was analyzed as well. A survey questionnaire was distributed conveniently via online and face-to-face to customers in Muscat and Nizwa to gain important insights on how customer loyalty in the e-banking business is constructed. A total of 228 usable questionnaires were collected and analyzed using descriptive statistics, multigroup analysis, and structural equation modelling to test the hypotheses. Results of the analyses indicated that e-loyalty is found to be positively influenced by satisfaction, which later influenced by trust, attraction, shared value, information quality, system quality, service quality. The moderating role of gender, age, and level of education was supported by the data. The paper concludes some implications and limitations of the results are discussed. Besides, investigating which factors are important in driving customers using online banking, this study provides a deeper understanding of keeping customers online and loyal to a particular service provider. Specifically, the service providers need to focus on the importance of gender, age, and level of education in moderating the construction of e-loyalty in using e-banking services. This study provides new insights by adding attraction as an antecedent of customer satisfaction and the moderating role of consumer characteristics in using e-banking services.
Highlights
The rapid growth in the usage of the internet in all business activities has been tremendous recently
Since the objective of this study is to investigate the effects of internet banking on customer loyalty and to examine the demographic characteristics as a moderator on these effects, a hypothesis testing approach will be used in this study for generalizing the results to the population
The initial CFA model for system quality was not acceptable, and one item was eliminated to achieve an acceptable fit as shown in table 3 (Anderson & Gerbing, 1988)
Summary
The rapid growth in the usage of the internet in all business activities has been tremendous recently. One of the internet technologies has changed the way banks provide their services and customers managed their personal financial needs through the internet banking services. Internet banking has increasingly become a favorable distribution channel by service providers and customers alike. A good security system helps in building customers' trust in performing ebanking transactions (Cappelli & Clancy, 1999). According to Echchabi, Al-Hajri, & Tanas, (2019) having a developed and secure e-banking system contributes in enhancing the performance and efficiency of banks, and attracting and retaining customers as well. Ebanking helps banks to expand their market reach and product breadth at a low cost. The bank websites offer portals connecting customers to a host of financial products, and increasing marketing opportunities. For the purpose of and throughout this research we will use the term internet banking and e-banking interchangeable
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