The mediating effect of e-satisfaction and the moderating effect of convenience towards e-loyalty among Internet banking users in northern region of Malaysia
Research on online customer loyalty among internet banking users is important because of the threat posed by phishing and other related issues. The literature has shown that it is a major concern, especially in Malaysia. This study examines the factors influencing eLoyalty such as eSatisfaction, eCommitment, eTrust, privacy, security, website quality and convenience among the internet banking users in
Malaysia. The objectives of the study are to analyse the direct effect of eSatisfaction,
eCommitment, eTrust towards eLoyalty and the mediating effect of eSatisfaction between privacy, security and website quality on eLoyalty. Another objective is to observe the moderating role of convenience between eSatisfaction and eLoyalty. The underpinning theory used to develop the study’s framework is based on Oliver’s Four-Stage Loyalty Model. An intercept data collection approach was chosen due to the nature of online users as well as the industry. A total of 427 datasets was employed for final analysis, performed using SPSS and SmartPLS-SEM (Partial Least Squares-Structural Equation Modeling). The results of the analysis show that all hypotheses are supported and only one is rejected. The study has established the
direct relationship between eSatisfaction, eCommitment and eTrust towards eLoyalty. In addition, the study has confirmed the mediating effect of eSatisfaction between privacy and eLoyalty, security and eLoyalty and website quality on eLoyalty. However, the moderating role of convenience was found to be not
significant indicating that there is a constant effect between eSatisfaction and eLoyalty. The study also discusses the theoretical and practical contributions as well as the limitations of the study and recommendations for future research
