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The influence of e-banking service quality on customer loyalty: A moderated mediation approach

Amit Shankar (Institute of Management Technology, Ghaziabad, Ghaziabad, India)
Charles Jebarajakirthy (Griffith Business School, Griffith University, Brisbane, Australia)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 13 February 2019

Issue publication date: 18 June 2019




Providing high-quality e-banking services is considered a basic strategy for attracting and retaining customers with electronic-banking platforms. The purpose of this paper is to empirically investigate a comprehensive moderated mediated mechanism for enhancing customer loyalty toward e-banking platforms via e-banking service quality (EBSQ) practices. Reliability, website design, privacy and security and customer service and support are the dimensions of EBSQ.


Data were collected through structured questionnaires from a sample of 1,028 e-banking users in India. To test the hypotheses, a structural equation modeling approach was used.


The findings showed that of the EBSQ dimensions, reliability along with privacy and security enhanced customer loyalty to e-banking. The initial trust in e-banking mediates the effects of EBSQ dimensions on customer loyalty except for website design. The mediation effects of initial trust varied between high and low-involved consumers.

Research limitations/implications

This study was conducted with e-banking users in one country using cross-sectional data. Hence, the model should be replicated among e-banking users in other countries and with the longitudinal data.

Practical implications

Establishing a loyal customer base is an important goal for banks. This study demonstrates which specific EBSQ dimensions banks should emphasize to enhance consumers’ initial trust and loyalty toward e-banking services.


This study suggests a moderated mediated mechanism for enhancing customer loyalty to e-banking, which incorporates initial trust as a mediator and consumer involvement as a moderator. It applies cognitive-motivation-relational theory to link EBSQ dimensions with customer loyalty. Thus, this study enables a better understanding of this theory in the e-banking context.



Shankar, A. and Jebarajakirthy, C. (2019), "The influence of e-banking service quality on customer loyalty: A moderated mediation approach", International Journal of Bank Marketing, Vol. 37 No. 5, pp. 1119-1142.



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