Influence Of E-Banking Services On Customer Loyalty In Sindh: Study Of United Bank Limited (Ltd) And Allied Bank Limited (Ltd), City Khairpur (2011 – 2015)

Abstract

From Few Decades Electronic Commerce And Banking (E-Commerce & E-Banking) Is Became The Widespread Way Of Doing Financial Businesses With The Help Of Using Electronic Channels. From Last Few Years United Bank Ltd (UBL) And Allied Bank Ltd (ABL) Have Also Started Providing Multiple Services With The Help Of E-Banking Mediums. Those E-Banking Mediums Include, Automated Teller Machines (Atms), E-Services Through Mobile And Internet Etc, That Enable Customers To Do Financial Transactions With Ease, Such As Transfer Of Funds, Which Could Be Performed Without Need Of Any BankS Employee.

But Arriving At A Conclusion That Which Customers Prefer To Use E-Banking Channels And Which Customers Avoid To Use, Required Proper Research On It. This Study Major Purpose Was To Know That How E-Banking Is Influencing Brand Loyalty Into Customers Behavior. UBL And ABL Khairpur City Branches Were Chosen As Sample In This Study, 500 Questionnaires Were Distributed (250 Questionnaires In Each Branch) Into Customers Who Uses E-Services. Each Questionnaire Contain 28 Close Ended Questions, The Response Rate Was 82% (411 Filled Questionnaires Out Of 500), Which Were Analyzed By Using Statistical Package For Social Sciences (SPSS) Software. After Studying Analysis Based On Regression, It Could Be Concluded That E-Banking Is Positively Influencing The Customer Loyalty.