Online Banking and Bank Branding Commitment: A Structural Equation Model Examines the Impact of E-Customer Operations and Perceived Usefulness

Abstract

Numerous studies have looked at the quality of service provided by various types of service providers. Because of this, there has been minimal study done on the quality of electronic services. This study's goal is to determine how much internet banking adoption and bank brand loyalty affect the quality of e-customer service, which is a critical component of e-service quality. In addition to this, online banking customer value has also been examined. For a sample of ten people who use online banking, we performed a self-administered survey. Many quantitative methods, such as correlation and structural equation modelling, were used to examine the data (SEM). Online customer service and user perception value are both important factors in driving online banking usage and customer satisfaction, according to the study's results. Because online customer service has an effect on online banking use, this research is the first of its kind to assess the impact of online service quality on online banking utilization.