Abstract

The increase in internet use in Sweden provides the country’s banking industry with an important commercial opportunity. High websites service quality (website SQ) and electronic satisfaction (e-satisfaction) are vital if the banks are to keep and guarantee their customers’ electronic loyalty (e-loyalty). The purpose of this study is to provide empirical evidence of the association between website SQ and e-satisfaction, and the impact of both on e-loyalty in Swedish banks. The author used the E-S-QUAL model to measure the four dimensions of website SQ: fulfilment, availability, efficiency and privacy. Questionnaires were sent to 450 customers, of which 213 were returned, either in-person or online. The results showed that website SQ and e-satisfaction have a strong positive correlation with e-loyalty. The relationship between website SQ and e-satisfaction should be continuously measured, and website processes reviewed in line with advances in ICT and changes in levels of e-loyalty. This study gives feedback to these banks on their website SQ, helping them avoid shortcomings and keep their customers satisfied and loyal. Customers with high levels of e-satisfaction have significantly higher levels of e-loyalty compared to those with low levels. 

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