Customer's loyalty and perception of ISO 9001 in online banking

Abstract

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.

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