Customer's loyalty and perception of ISO 9001 in online banking
Purpose - The purpose of this paper is to investigate whether ISO 9001 certification by banks affects customers' perceptions of e-service quality (and hence customer satisfaction and loyalty) in online banking services. In pursuit of this objective, the study also investigates: the validity of a modified scale for measuring e-service quality in online banking services; and the factors that might influence customer satisfaction and loyalty in the context of online banking services (and the possible mediating/moderating effects of customer satisfaction on the relationship between service quality and customer loyalty). Design/methodology/approach - An online survey is conducted among 428 customers of online banking services in Spain. Exploratory factor analyses, multi-regression analyses, and Mann-Whithney U-tests are utilised to assess the proposed modification of the E-S-QUAL scale; the relationships among the constructs of service quality, satisfaction, and loyalty; and whether ISO 9001 certification affects customers' perceptions of e-service quality (and hence satisfaction and loyalty). Findings - Three of the four dimensions of the modified E-S-QUAL scale are confirmed, and all have a positive impact on customer satisfaction, which, in turn, significantly influences e-loyalty. The mediating/moderating role of satisfaction on the relationship between service quality and loyalty is confirmed. Contrary to the research hypothesis, ISO 9001 certification does not seem to influence customers' perceptions of e-service quality. Practical implications - Managers should consider ISO 9001 certification, even if only for the internal benefits that it promises to provide. Managers must ensure superior e-service quality (especially with regard to "efficiency") if they wish to promote customer satisfaction and loyalty. Originality/value - This paper is one of the first to investigate the impact of ISO 9001 certification on customers' perceptions of e-service quality. However, the study is limited to a particular sector in a particular country.
online banking spain e-s-qual electronic customer loyalty electronic customer satisfaction electronic service quality iso 9001 series