The effect of electronic banking services usage on clients electronic loyalty

BACKGROUND AND OBJECTIVES This research targets at investigating and identifying the factors affecting electronic loyalty (E-loyalty) of electronic banking services (E-banking services) in Jordanian bank sector from clients' point of view. The scale of eTailQ was appointed to accomplish the research objectives. The procedures of current research were conducted under COVID-19 pandemic conditions such data collection, access the sample and different aspects. The model of current research was adopted based on three stages which are aiming at measuring the level of influence of  independent determinants; that are subject norms, value perception, web design, reliability, customer support security; through mediation determinants; that are Electronic-satisfaction (E-satisfaction) and Electronic-trust (E-trust); on the E-loyalty of E-banking services usage.

The population of the current research was the Jordanian clients who use the E-banking services, the sample size was 403 client. Structural Equation Model was declared to be a methodology of research to acquire the research outcomes.

Depending on the obtained outcomes, Reliability, Customer support, Value Perception, and Subject Norms have a positive effect on E-satisfaction with the .484, -.166, .281, and .249 scores respectively. Moreover, Web design, Reliability, Customer support, and Security/privacy a positive effect on E-trust with 199, .719, -.017, and .463scores, respectively. The results also indicated that E-satisfaction and E-trust have a positive effect on E-loyalty with the .441 and .515 scores, respectively.

The focal result of present study is that scale of eTailQ is an optimal measurement for determining the factors that impact the clients E-loyalty of E-banking services usage in Jordanian banks. The present study is encouraged the related specialists to conduct many investigations attached to E-banking services and the development process of E-loyalty.