Antecedents of overall e-service quality and brand attachment in the banking industry

• Main Authors: Rana, Gul-e-Rana, Mohamadali, Noor Azizah
• Format: Article
• Language: English
• Published: SEISENSE 2020
• Subjects: HG1501 Banking; T Technology (General)
• Online Access: http://irep.iium.edu.my/84219/1/84219_Antecedents%20of%20Overall%20E-service.pdf; http://irep.iium.edu.my/84219/; https://journal.seisense.com/index.php/jom/article/view/451/128

Purpose – The study aims to examine the impact of website design, e-fulfillment, e-service and e-security on overall e-service quality and its impact on brand attachment. Design/methodology/approach – Data of 425 respondents was collected from the internet banking industry users through an online survey. Further, PLS-SEM was employed to analyze the data. Findings – Results indicate that the impact of e-security, e- customer service, and e-fulfillment on overall e-customer service quality was supported. In contrast, the impact of website design was not supported. Further, overall, e-service quality also has a significant impact on brand attachment. Originality/value – This study suggested and tested a brand attachment framework for the banking industry to support strategy formulation for managers