Antecedents of Overall E-service Quality and Brand Attachment in the Banking Industry

https://doi.org/10.33215/sjom.v3i6.451

Authors

  • Gul e Rana Kulliyyah of Information and Communication Technology (KICT), International Islamic University Malaysia (IIUM), Malaysia https://orcid.org/0000-0001-8965-1843
  • Dr. Noor Azizah Kulliyyah of Information and Communication Technology (KICT), International Islamic University Malaysia (IIUM), Malaysia

Keywords:

Brand Attachment, Website Design, E-fulfillment, Overall e-service quality

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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Published

2020-10-27

How to Cite

Lakhi, G. e R., & Mohamadali, N. A. . (2020). Antecedents of Overall E-service Quality and Brand Attachment in the Banking Industry. SEISENSE Journal of Management, 3(6), 26–34. https://doi.org/10.33215/sjom.v3i6.451