The Impact of E-Satisfaction on E-Loyalty Moderated by Customer Perceived Risk and Skill (Case of Mashhad’s Mellat bank)

Subject Areas : Marketing

Seyed Mojtaba Moussavi Neghabi ¹ , Yousef Ramezani ² , Bahare JabarZade Nouri ³

1 - Assistant professor, Department Management, University of Gonabad, Gonabad, Iran
2 - Assistant professor, Department Management, Faculty of Literature and Humanities, University of Gonabad, Gonabad, Iran
3 - M.Sc. in Management, Faculty of Management, Attar University, Mashhad, Iran

Received: 2023-12-23 Accepted : 2024-03-12 Published : 2024-02-04

Keywords: Perceived risk, Customer Skill, E-satisfaction, E-loyalty, Online Banking, Internet Banking.,

Abstract :

As the digital landscape continues to reshape the banking industry, understanding the factors influencing customer loyalty in online banking becomes paramount. This study investigates the intricate relationships between e-satisfaction, e-loyalty, and the moderating effects of consumer perceived risk and skill. Drawing on a sample of 168 customers from selected branches of Bank Mellat in Mashhad, statistical analyses were conducted using SPSS and Smart-PLS. The results reveal a direct and positive impact of e-satisfaction on e-loyalty, elucidating the fundamental role of customer contentment in fostering loyalty in the online banking domain. Moreover, the study uncovers a nuanced interplay, demonstrating that the relationship between e-satisfaction and e-loyalty is contingent on the levels of consumer perceived risk and skill. High perceived risk and low skill levels diminish the impact of e-satisfaction on e-loyalty, highlighting the need for tailored strategies for these customer segments. This research contributes to the evolving understanding of e-loyalty dynamics, emphasizing the significance of customization, security, convenience, delivery, communication, and website aesthetics in shaping customers' e-loyalty. The findings provide actionable insights for banking institutions to refine their online platforms, fostering a more personalized, secure, and engaging digital banking experience to enhance customer loyalty.