The Mediating Role Of Customer Satisfaction Between Service Quality And Customer Loyalty
The purpose of this paper is to investigate crucial factors that lead to customer loyalty in e- banking sector namely service quality and customer satisfaction. Furthermore to understand the mediating effect of quality and satisfaction on customer loyalty. A clear understanding of the postulated relationship among the studied variables might encourage firms to figure out appropriate course of action to win customers trust by providing better services in order to create loyal customer base.The study proves that customer satisfaction can be an important mediator between perceived service quality and customer loyalty. As per the study, field research was conducted the questionnaire was formed by a synthesis of existing constraints in relevant literature. The main research target sample consisted of customers using E- banking services of three select banks having highest market share in India. The sample size for the study proved to be four hundred and fifty. Reliability test and statistical analysis were performed. Each hypothesis was tested and conclusions were drawn.The present study proposed useful findings which can be utilized by e –banking firms in their effort to develop and implement successful customer loyalty strategies. It is of great importance for E-banking firms to understand what the drivers of customer loyalty are.