“…In line with above discussion, the e-banking practices ensure the compelling advantages that it offers greater flexibility, enhanced market outreach, lower cost structures, faster transactions, broader product lines, greater convenience and customization (Alhinai, Albadi, Alshihi, & Al-Gharbi, 2013). Due to this, banking institutions has already started to focalize on e-banking practices as the core-competence to create the customer value (Angelakopoulos & Mihiotis, 2011;Bauer, Hammerschmidt, & Falk, 2005;Mobarek, 2007;Shahriari, 2014;Srinivasan et al, 2002). In the supportive view, Armstrong, Adam, Denize, and Kotler (2014) suggest that, marketers need to develop their strategic marketing efforts for enhancing customer loyalty to their organization and to their brands by enriching superior customer value.…”