Exploring the Impact of Internet Banking Service Efficiency on Customer Loyalty: The Mediating Role of Customer Satisfaction and the Moderating Effect of Customer Trust

Abstract

Technological advancements have led to a revolutionary shift worldwide, making the internet widely popular. However, the number of internet users in Pakistan remains relatively low compared to the total population. To explore the potential impact of efficient internet banking services on customer satisfaction and loyalty, this study employed a cross-sectional research design. The main goal was to examine how efficient internet banking services could boost customer satisfaction and foster loyalty. Additionally, the study aimed to determine if trust played a moderating role in influencing customer satisfaction. The study utilized a quantitative methodology and collected data through a structured Likert scale questionnaire administered to bank customers in Karachi, Pakistan. The participants were selected through convenience sampling, based on their computer literacy skills and active engagement in internet banking. A total of 120 questionnaires were collected and analyzed using Smart PLS- version 3.4.