The Role of E-Service Quality in Enhancing Customer Retention in Commercial Banks

Abstract

This article probes the role of e-service quality in customer retention within the commercial banking sector. In the recent past, the role of e-service quality has been highly prominent in digital banking services, and the latter directly combines with the quality to determine the loyalty and retention of customers. E-satisfaction in terms of key dimensions: efficiency, system availability, fulfillment, website aesthetics, privacy/ security, responsiveness, and contact were surveyed among 481 respondents to gauge their influence on customer e-satisfaction and long-term retention. The study highlights the importance of delivering superior e-service experiences to maintain customer relationships through a detailed analysis of commercial bank customers. Findings will suggest practical implications for commercial banks in developing digital services, and thus customer loyalty will be enhanced.