THE INFLUENCE OF E-CUSTOMER SERVICES AND PERCEIVED VALUE ON BRAND LOYALTY OF BANKS AND INTERNET BANKING ADOPTION: A STRUCTURAL EQUATION MODEL (SEM)

There is a plethora of research which has dealt with service quality issues in different service organization. Therefore, very little research has been done on electronic service quality. The objective of this research is to measure the E-customer service that is the core dimension of e-service quality with internet banking adoption and Brand loyalty of Banks. In addition to this Customer perceived value has also been explored within internet banking context. A self-administered survey was conducted to approach 500 internet banking users in major cities of Pakistan. The data was analyzed through performing various quantitative measures such as correlation and structural equation model (SEM) by using AMOS. Findings reveal that e-customer service and perceived value significantly influence on internet banking adoption and brand loyalty of Banks. This research is first in its nature that reveals the influence of e-customer service on internet banking adoption and enriches the e-service quality literature.