Examining E- Satisfaction as Mediator between Banking Mobile Application Quality Factors and Consumers E-Loyalty

Syeeda  Shafiya; Shaheera Amin; Muhammad  Hasnain Ali

doi:10.54692/ajss.2023.711912

Syeeda Shafiya Lecturer, Business and Accounting, Muscat College, Baushar, Muscat, OMAN.
Shaheera Amin Assistant Professor, Department of Business Administration, University of Sahiwal, Sahiwal, Punjab, Pakistan.
Muhammad Hasnain Ali PhD Scholar, Institute of Banking & Finance, Bahauddin Zakariya University, Multan, Punjab, Pakistan.

DOI: https://doi.org/10.54692/ajss.2023.711912

Keywords: Electronic Satisfaction, Trust, Mobile Application design, Electronic Loyalty

Abstract

This research aims to assess the impact of electronic banking mobile application quality factors, such as application design, trust, and reliability, on users' electronic loyalty in Pakistan's commercial banking sector. In addition, the influence of e-satisfaction as a mediator in the link between the quality characteristics of e-banking mobile apps and users' e-loyalty was investigated. A convenience sample of 218 clients of conventional banks in Pakistan provided the data. The questionnaire was derived from previously published works. The results indicated that reliability and trust have a significant impact on e-loyalty, but the design of mobile applications had a negligible impact. This study employs Cognitive-motivational-relational theory to examine the current literature on e-banking through the mediation function of electronic satisfaction. The current research aims to provide recommendations for increasing consumer loyalty and customer satisfaction in the commercial banking sectors of emerging economies. The current research aims to provide recommendations for increasing consumer loyalty and customer satisfaction in the commercial banking sectors of emerging economies. The study contributes to the understanding of the importance of mobile application quality factors in enhancing e-satisfaction, which in turn leads to e-loyalty.