Factors Influencing Customer Satisfaction and Loyalty in Internet Banking: Evidence from Serbia
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Abstract
This paper examines the roles of e-service quality and trust in creating customer satisfaction and loyalty in the internet banking sector in the Republic of Serbia. The aim of the study is to analyze the direct relationships among internet banking service quality, e-trust, e-satisfaction, and e-loyalty, together with the broader sequence connecting them. An empirical study was conducted using a quantitative research approach, based on a structured questionnaire distributed through online channels. Data were analyzed using correlation analysis, univariate and multivariate regression analysis. The findings indicate that three dimensions of e-service quality – efficiency, responsiveness, and security and privacy have a direct and significant impact on both e-trust and e-satisfaction. E-trust positively influences customer e-satisfaction and e-loyalty, and e-satisfaction is also significantly associated with e-loyalty. These results suggest that the effects of e-service quality, as a multidimensional construct, on e-loyalty operate consistently through e-trust and e-satisfaction.
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