Antecedents of Overall E-service Quality and Brand Attachment in the Banking Industry
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Abstract
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.
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Copyright (c) 2020 Gul e Rana, Dr. Noor Azizah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Gul e Rana, Kulliyyah of Information and Communication Technology (KICT), International Islamic University Malaysia (IIUM), Malaysia
Gul-e-Rana is a Ph.D. scholar in Kulliyah of Information Communication Technology at International Islamic University Malaysia. She is a lecturer in the Management Sciences department at Yanbu University College, Yanbu, Saudi Arabia. She holds an MSc degree in E-Commerce and Bachelor in Business Administration. Her Ph.D. focuses on E-Service quality influence on brand attachment and willingness to pay by measuring E-service quality components. She has published research papers focusing on Ecommerce dimensions.
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