THE IMPACT OF ELECTRONIC BANKING SERVICE QUALITY DIMENSIONS ON CUSTOMER LOYALTY: THE MEDIATING ROLE OF CUSTOMER TRUST AN ANALYTICAL STUDY OF A SAMPLE OF AL-RAFIDAIN BANK CUSTOMERS IN SALAH AL-DIN
Keywords:
Electronic Banking Service Quality, Customer Trust, Customer Loyalty, Al-Rafidain BankAbstract
This study seeks to investigate how the dimensions of the quality of electronic banking services, namely reliability and credibility, application interface, response speed and support, and privacy and security affect customer loyalty and how customer trust acts as a mediator between these attributes and customer loyalty, through Al-Rafidain Bank, Salah Al-Din Branch.The study used descriptive, analytical and inferential approach in implementing the objectives of the study. The study population was the bank customers and bank clients in Salah Al-Din Governorate. A random sampling method was used to select the respondents (370) and the data were gathered using a scientifically validated and structured electronic questionnaire. Data collected was subsequently processed and statistically analyzed by SPSS version 26 for gaps analysis, description and diagnosis of the study variables and sample characteristics while the analysis of the study model and test of the study hypotheses was carried out by Smart PLS. The study concluded that technical dimensions of electronic banking service quality (i.e. application interface, security and responsiveness) had not significant direct influence statistically on improving customer loyalty. But it was detected that customers' trust in electronic banking services is the full mediator of the relationship between these dimensions and loyalty, which means that the effects of these dimensions on loyalty is realized by increasing customers' trust in electronic banking services.The study suggests that banks change their managerial approach from merely focusing on the technical aspect of electronic applications to enhancing the level of security and privacy, and creating intelligent support and response mechanisms, which are the foundation on which the technical quality can be converted into trust for sustainable customer loyalty.
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