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

Main Article Content

Gul e Rana
https://orcid.org/0000-0001-8965-1843
Dr. Noor Azizah

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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Article Details

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
Section
Business Management
Author Biography

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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