Motives of customers' e-loyalty towards e-banking services: a study in Saudi Arabia

Customers' e- loyalty becomes critical to a company's survival and profitability with the recent growth in e-commerce. Developed in this context, this paper aims to test the motives of e-satisfaction and e-trust, which predict customers' e-loyalty towards e-banking services. The study focused mainly on motives such as security/privacy, responsiveness, website design, and convenience. An empirical study was conducted with 237 customers of 30 retail banks in Saudi Arabia. The structural equation modelling method was used to test the research hypotheses. The findings show that both e-satisfaction and e-trust stimulate e-loyalty. These two variables are predicted by security/privacy and convenience. However, responsiveness and website design are found to have a significant influence on only e-satisfaction. This study contributes to the knowledge on determinants of e-loyalty in e-banking. The findings provide clear directions for practitioners to build durable relationships with their e-customers by improving their trust and satisfaction towards their e-services.