Success factors of customer e-loyalty for self-service banking technologies using analytical hierarchical process: A study on kingdom of Saudi Arabia

The purpose of this paper is to identify the key success factors of customer loyalty for self-service banking technology. Further, these factors are ranked and classified into three broad categories using the analytical hierarchical process (AHP). Customer satisfaction, customer trust, and brand image emerged as the top three criteria of customer loyalty in Self Service Technologies. Some important factors of customer loyalty have been identified in this study. This will help the bankers in shaping their marketing strategies and developing e-loyalty programs. (c) 2022 The Authors. Published by IASE. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).