E-banking Customer Satisfaction and Loyalty: Evidence from Serial Mediation through Modified E-S-QUAL Model and Second-Order PLS-SEM

Rizwan Raheem Ahmed; Dalia Streimikiene; Zahid Ali  Channar; Riaz Hussain  Soomro; Justas Streimikis

doi:10.5755/j01.ee.32.5.28997

Authors

Rizwan Raheem Ahmed Faculty of Management Sciences, Indus University, Pakistan https://orcid.org/0000-0001-5844-5502
Dalia Streimikiene Institute of Sport Science and Innovations, Lithuanian Sports University, Lithuania https://orcid.org/0000-0002-3247-9912
Zahid Ali Channar Department of Business Administration, Sindh Madressatul Islam University, Pakistan
Riaz Hussain Soomro Institute of Health & Business Management, Dow University of Health Sciences, Pakistan
Justas Streimikis Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development, Lithuania; University of Economics and Human Science in Warsaw, Poland https://orcid.org/0000-0003-2619-3229

DOI:

https://doi.org/10.5755/j01.ee.32.5.28997

Keywords:

Modified E-S-QUAL model, E-customer loyalty, E-customer satisfaction, Serial mediation, E-Islamic banking, PLS-SEM (partial least square – structural equation modelling;, Smart-PLS (smart partial least square) software

Abstract

This research aims to measure the service quality of e-banking through e-customer satisfaction & e-customer loyalty in the Islamic e-banking sector of Pakistan. For this purpose, we modified the multiple-item scale (E-S-QUAL) model with two new dimensions: availability of online system and personal needs of customers. Additionally, we added two mediators, for instance, religiosity and trust in the Islamic e-banking perspective. We have collected 674 responses from the consumers of the Islamic banking sector of Pakistan through a structured questionnaire. The data were analysed through second-order PLS-SEM (PLS-structural equation modeling) to examine direct and serial mediation. The direct relationship results showed a positive and compelling effect of modified E-S-QUAL dimensions on e-customer satisfaction. Additionally, the e-customer satisfaction has an affirmative and significant association with e-customer loyalty. Moreover, the serial mediation relationship results exhibited that the e-customer satisfaction, trust, and religiosity mediated the modified dimensions of the E-S-QUAL model and e-customer loyalty.

Author Biographies

Rizwan Raheem Ahmed, Faculty of Management Sciences, Indus University, Pakistan

Rizwan Raheem Ahmed is a full professor and Acting Dean of Faculty of Management Sciences, Indus University, Karachi, Pakistan. He had obtained PhD in Marketing and professional doctorate DBA in Advertising from Mexico. His areas of research interests are market research, digital marketing, consumer behaviour, general management, corporate social responsibility, and Financial markets behaviour. He has a credit of more than 100 publications in reputed impact factor journals, and conference proceedings. He is a member of American marketing association, and also did post doctorate in entrepreneurship and market research from the United States. ORCID: 0000-0001-5844-5502.

Dalia Streimikiene, Institute of Sport Science and Innovations, Lithuanian Sports University, Lithuania

Dalia Streimikiene is a full professor and a Chief researcher at Lithuanian Sports University, Institute of Sport Science and Innovations in Lithuania. Her man research topic is sustainability assessment, sustainable development issues in marketing, finances etc. She is author of more than 200 publications in reputed impact factor journals. ORCID: 0000-0002-3247-9912

Zahid Ali Channar, Department of Business Administration, Sindh Madressatul Islam University, Pakistan

Zahid Ali Channar is a full professor and Dean of Faculty of Social Sciences, Sindh Madressatul Islam University, Karachi, Pakistan. He had earned his PhD in Management Sciences on HEC scholarship, his areas of research interests are market research, human resource management, consumer behaviour, corporate social responsibility, and psychological theories. He has got published more than thirty publications in reputed national & international impact factor journals, and conference proceedings. He has also got entrepreneurship training from the United States.

Riaz Hussain Soomro, Institute of Health & Business Management, Dow University of Health Sciences, Pakistan

Riaz Hussain Soomro is an associate professor at Institute of Health & Business Management, Dow University of Health Sciences, Karachi, Pakistan. He obtained his PhD in Management from Hamdard University, Karachi, his areas of research interests are general management, marketing, corporate social responsibility, and Financial economics. He has a credit of more than 35 publications in reputed national and international impact factor journals, and conference proceedings.

Justas Streimikis, Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development, Lithuania; University of Economics and Human Science in Warsaw, Poland

Justas Streimikis is a lecturer at Faculty of Management and Finances, University of Economics and Human Science in Warsaw and junior researcher and PhD student in Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development. His main area of research is assessment of green productivity by eliminating negative environmental impacts in various sectors of economy.