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

Main Article Content

Gul e Rana
Dr. Noor Azizah


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.

Article Details

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.
Research Articles

Copyright (c) 2020 Gul e Rana, Dr. Noor Azizah

Creative Commons License

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.

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

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

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

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. DOI:

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 DOI:

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. DOI:

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 DOI:

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

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

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

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. DOI:

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 DOI:

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

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. DOI:

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. DOI:

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. DOI:

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. DOI:

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

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. DOI:

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 DOI:

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

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

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. DOI:

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. DOI:

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. DOI:

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/ DOI:

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. DOI:

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. DOI:

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. DOI:

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 DOI:

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

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