The Effect of Banks Website Service Quality and E-satisfaction on E-loyalty: An Empirical Study on Swedish Banks

Abstract

The increase in internet use in Sweden provides the country's banking industry with an important commercial opportunity. High websites service quality (website SQ) and electronic satisfaction (e-satisfaction) are vital if the banks are to keep and guarantee their customers' electronic loyalty (e-loyalty). The purpose of this study is to provide empirical evidence of the association between website SQ and e-satisfaction, and the impact of both on e-loyalty in Swedish banks. The author used the E-S-QUAL model to measure the four dimensions of website SQ: fulfilment, availability, efficiency and privacy. Questionnaires were sent to 450 customers, of which 213 were returned, either in-person or online. The results showed that website SQ and e-satisfaction have a strong positive correlation with e-loyalty. The relationship between website SQ and e-satisfaction should be continuously measured, and website processes reviewed in line with advances in ICT and changes in levels of e-loyalty. This study gives feedback to these banks on their website SQ, helping them avoid shortcomings and keep their customers satisfied and loyal. Customers with high levels of e-satisfaction have significantly higher levels of e-loyalty compared to those with low levels.

Motives of customers’ e-loyalty towards e-banking services: a study in Saudi Arabia

“…Therefore, managers must focus on factors that may help them to improve e-customers' satisfaction and trust. This result reinforces previous findings from studies elaborated in different contexts such as Ghane et al (2011) in Iran, Alkhouli (2018) in Sweden, Al-dweeri et al (2017) in Jordan, and Kim et al (2009) in the US, thus supporting the strong association between e-satisfaction, e-trust, and e-loyalty in different areas of e-retailing (e-banking services, online shopping, internet banking). Thus, it can construed that in online environments, customers must feel satisfied with the services e-retailers provide and have trust in the quality and reliability of e-services offered to build strong e-loyalty relationships.…”

“…Particularly, in e-banking services, Ahanger (2011) and Casalo et al (2008) stated that banks must realise that customers strong satisfaction with e-services leads to a higher levels of e-loyalty. This positive association between e-satisfaction and e-loyalty has been confirmed by several other studies such as Al Dmour et al (2019), Alkhouli (2018), Anderson et al (1994), Ghane et al (2011), Nisar and Prabhakar (2017), Nugroho et al (2015), Raza et al (2020), and Wani and Mushtaq (2019). Based on this evidence, the following hypothesis is proposed.…”

“…Indeed, electronic commerce is booming, and online services have emerged as the third most popular internet activity after emails, instant messaging, and web browsing (Agyapong et al, 2017). Thus, indisputably, e-commerce is shaping global retail businesses and is redefining the performance of several industries (Alkhouli, 2018).…”

The Effects of B2C Interaction on Customer Loyalty

“…Good efficiency is key to attracting customers and provides guarantees for possible purchase behavior, namely fulfillment. The more efficient interaction is, the more engaging experience customers get, and the more satisfied they feel with the B2C enterprise (Alkhouli, 2017). High satisfaction leads to the fulfillment of purchase behavior and the probability of revisits to interactive tools.…”

Tüzel Müşterilerin Ana Bankalarına Yönelik Sadakat ve Ağızdan Ağıza Pazarlama Davranışını Belirleyen Unsurlar: Ankara Örneklemi

“…Geçmiş araştırmalar incelendiğinde müşteri tatmini ile müşteri sadakati arasında güçlü bir ilişki olduğu görülmektedir (Hallowell, 1996;Lam ve Burton, 2006;Ball vd., 2006;Richard ve Zhang, 2012;Yap vd., 2012). Ayrıca güncel araştırmalar da müşterilerin bankanın ürünlerine yönelik duydukları tatminin, müşterilerin bankaya sadakat geliştirmesini olumlu yönde etkilediğine dikkat çekmektedir (Alkhouli, 2018;Raza vd., 2020;Teeroovengadum, 2020;Ghali, 2021). Bu bilgiler doğrultusunda aşağıdaki hipotez önerilmektedir: H11: Tüzel müşterilerin ana bankalarından aldıkları hizmete yönelik tatminleri ile ana bankalarına olan sadakatleri arasında pozitif ve anlamlı bir ilişki bulunmaktadır.…”