Assessing the Effects of e-Service Quality and e-Satisfaction on Internet Banking Loyalty in China

The e-service quality metric needs continued development and validation when measuring customer's satisfaction and loyalty in internet banking environment. This study use E-S-QUAL scales and D&M IS success model to design the research model, to assess a internet banking loyalty model, a set of empirical data including 405 usable questionnaires were collected by online survey to test estimates in the model. The main findings are as follows: 1) the research supported that the four e-SERVQUAL dimensions-efficiency, fulfillment, system availability and privacy are the determinants of Chinese internet banking service quality. 2) System quality, electronic service quality and information quality all have a positive effect on customer perceived value and customer satisfaction. 3) E-service quality has both direct effect on customer loyalty and indirect effect on customer loyalty through customer perceived value and customer satisfaction.