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


  • Gul e Rana Kulliyyah of Information and Communication Technology (KICT), International Islamic University Malaysia (IIUM), Malaysia
  • Dr. Noor Azizah Kulliyyah of Information and Communication Technology (KICT), International Islamic University Malaysia (IIUM), Malaysia


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


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.


Download data is not yet available.

Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.

Blut, M., Chowdhry, N., Mittal, V., & Brock, C. (2015). E-service quality: A meta-analytic review. Journal of retailing, 91(4), 679-700.

Bottani, E., & Rizzi, A. (2006). Strategic management of logistics service: A fuzzy QFD approach. International journal of production economics, 103(2), 585-599.

Bowlby, J. (1979). On knowing what you are not supposed to know and feeling what you are not supposed to feel. The Canadian Journal of Psychiatry, 24(5), 403-408.

Carlson, J., & O'Cass, A. (2011). Developing a framework for understanding e‐service quality, its antecedents, consequences, and mediators. Managing Service Quality: An International Journal, 21(3), 264-286. doi:10.1108/09604521111127965

Chien-Ta Ho, B., & Oh, K.-B. (2009). An empirical study of the use of e-security seals in e-commerce. Online Information Review, 33(4), 655-671.

Chiou, J.-S., Chi-Fen Hsu, A., & Hsieh, C.-H. (2013). How negative online information affects consumers' brand evaluation. Online Information Review, 37(6), 910-926. doi:10.1108/oir-02-2012-0014

Chowdhury, R., Chun, W., Choi, S., & Friend, K. (2020). Brand and firm values in distinct national cultures. Asia Pacific Journal of Marketing and Logistics.

Cohen, J. (1992). A power primer. Psychological bulletin, 112(1), 155.

Dedeke, A. N. (2016). Travel website design: Information task-fit, service quality and purchase intention. Tourism Management, 54, 541-554.

Dennis, C., Merrilees, B., Herington, C., & Weaven, S. (2009). E‐retailing by banks: e‐service quality and its importance to customer satisfaction. European journal of marketing.

Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049-3057.

Foroudi, P., Akarsu, T. N., Ageeva, E., Foroudi, M. M., Dennis, C., & Melewar, T. C. (2018). PROMISING THE DREAM: Changing destination image of London through the effect of website place. Journal of Business Research, 83, 97-110. doi:10.1016/j.jbusres.2017.10.003

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.

Goyal, P., & Chanda, U. (2017). A Bayesian Network Model on the association between CSR, perceived service quality and customer loyalty in Indian Banking Industry. Sustainable Production and Consumption, 10, 50-65.

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM): Sage publications.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.

Jabnoun, N., & Hassan Al-Tamimi, H. A. (2003). Measuring perceived service quality at UAE commercial banks. International Journal of Quality & Reliability Management, 20(4), 458-472.

Lee, M. K., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of electronic commerce, 6(1), 75-91.

Lewis, B. R., & Soureli, M. (2006). The antecedents of consumer loyalty in retail banking. Journal of Consumer Behaviour: An International Research Review, 5(1), 15-31.

Manika, D., Gregory-Smith, D., & Papagiannidis, S. (2018). The influence of prior knowledge structures on website attitudes and behavioral intentions. Computers in Human Behavior, 78, 44-58. doi:10.1016/j.chb.2017.09.024

Muhammad, L. (2019). Do service firm employee and customer relations matter for customer forgiveness in service recovery? Asia Pacific Journal of Marketing and Logistics.

Muhammad, L., & Gul-E-Rana. (2020). Mediating role of customer forgiveness between perceived justice and satisfaction. Journal of Retailing and Consumer Services, 52, 101886.

Muhammad, L., Mahadi, B., & Hussin, N. (2017). Influence of social capital on customer’s relationship satisfaction in the Pakistani banking industry. Asia Pacific Journal of Marketing and Logistics.

Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.

Park, C. W., MacInnis, D. J., & Priester, J. R. (2006). Beyond attitudes: Attachment and consumer behavior. Seoul National Journal, 12(2), 3-36.

Phillips, D. M., & Baumgartner, H. (2002). The role of consumption emotions in the satisfaction response. Journal of consumer psychology, 12(3), 243-252.

Rana, G., Azizah, N., Ali, M., Shah, A., & Muhammad, L. (2018). Impact of E-service Quality on Brand Attachment and Willingness to Spend More. Sindh University Research Journal (Science Series), 50(3D), 214-215.

Riaz, A., Gregor, S., & Lin, A. (2018). Biophilia and biophobia in website design: Improving internet information dissemination. Information & Management, 55(2), 199-214. doi:10.1016/

Thach, E. C., & Olsen, J. (2006). The role of service quality in influencing brand attachments at winery visitor centers. Journal of Quality Assurance in Hospitality & Tourism, 7(3), 59-77.

Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77-91.

Van Riel, A. C., Liljander, V., & Jurriens, P. (2001). Exploring consumer evaluations of e-services: a portal site. International Journal of service Industry management, 12(4), 359-377.

Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198. doi:10.1016/s0022-4359(03)00034-4

Wu, Y., Cai, Y., & He, J. (2019). How brand concepts represented as human values promote evaluation. Asia Pacific Journal of Marketing and Logistics.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Integrating customer focus across the firm. Services marketing, New York, Mc-Graw-Hill/Irwin.



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.