FULL RELATIONSHIP AMONG E-SATISFACTION, E- TRUST, E-SERVICE QUALITY, AND E-LOYALTY: THE CASE OF IRAN E-BANKING

Abstract

Customer e-loyalty is an important issue in the very competitive environment of e-banking. Different studies show that e-loyalty is influenced by e-satisfaction, e-trust and e-service quality. However, little attention has been given in the literature to fully understand the full relationships among them. The purpose of this study is to empirically investigate the impacts of e-satisfaction, e-trust and e-service quality on eloyalty, in e-banking as an aspect of B2C e-commerce context. Data was collected to test the model from faculties and students of Tehran universities as respondents, and empirical analyses were performed using SEM. The analytical results indicate that although service quality, e-satisfaction, and e-trust have strong direct effect on e-loyalty, impacts of indirect effects (with e-satisfaction and e-trust playing mediating roles) are more significant. Additionally, this study represents a framework that indicates the full relationship among the three factors and their (direct and indirect) effects on e-loyalty, a phenomenon that has not previously been explored.