MEASURING THE IMPACT OF ELECTRONIC BANKING SERVICES ON CUSTOMER LOYALTY: AN EMPIRICAL EVIDENCE FROM SAUDI ARABIA

With the rapid changes in the world and especially during the pandemic (COVID-19), electronic services are the best way to perform life tasks and keep the world running. During the pandemic, customers heavily depended on the use of electronic banking services. The aim of this research was to understand how using electronic services can impact the loyalty of the customers. This research adopted several items to measure the level of trust, customer satisfaction, service quality, brand name, and customer loyalty. This study employed a survey to test a few hypotheses. A sample of 700 people was selected from a large bank in Saudi Arabia. 222 valid responses were used in SmartPLS, to test the research model for both measurement and structural analysis. The electronic services of the bank were found to have significant positive impact on customer loyalty. Finally, the conclusion section presents the contribution of this study to both theory and practice.