E-banking service quality, customer satisfaction and customer loyalty: Empirical study on Moroccan consumers

Abstract

This thesis aims to investigate consumers’ perceived quality of electronic banking, as well as its impact on customer satisfaction and loyalty in the context of Moroccan consumers. To achieve this objective, data was collected using a self-administered questionnaire from 500 respondents, of which 422 were deemed valid for analysis. The respondents are from different cities, genders, ages, educational backgrounds, and occupations. The data collected was analysed using the Partial Least Squares (PLS) analysis to evaluate the measurement and structural models. The results of hypothesis testing show that availability, security, relative advantage, and ease of use positively impact perceived service quality, whereas reliability has a negative impact. Perceived service quality has a positive effect on e-satisfaction and e-loyalty. In addition to this, e-satisfaction has a positive impact on e-loyalty. The findings could help us understand where e-banking service providers in Morocco should focus, and that is in improving service quality to enhance the customers satisfaction and loyalty. This topic is significant because of the rapid growth of e-banking services in Morocco and the need to understand the various factors influencing customer loyalty. The study focused on filling the gap in the literature available currently about and in Morocco by exploring the impact of e-banking service quality on e-loyalty and e-satisfaction in this specific context. Our findings suggest that e-banking service providers need to invest in improving service quality, especially reliability, availability, security, relative advantage, and ease of use. In addition to this, e-banking service providers should prioritize customer satisfaction to increase customer loyalty, which could lead to improved business performance.