E-banking Functionality and Outcomes of Customer Satisfaction: An Empirical Investigation

Ala`Eddin Mohd Khalaf Ahmad, Hasan Ali Al-Zu’bi

Abstract


Purpose – The purpose of this paper is to explore the adoption of e-banking functionality and investigates the
impact of e-banking on the outcomes of customer satisfaction namely, loyalty and positive WOM within the
Jordanian Commercial Banks.
Design/methodology/approach – A purposive sampling technique was employed to recruit 179 customers
representing the desired range of demographic characteristics (e.g. gender, age, and computer use), previous
internet experience levels and product-related knowledge.
Findings – This research showed that adoption of e-banking (accessibility, convenience, security, privacy,
content, design, speed, fees and charges) had a positive effect on Jordanian Commercial Bank customers'
satisfaction, loyalty, and positive WOM.
Originality/value – The paper contributes to previous research by adding to existing knowledge regarding what
constitutes e-banking service. The paper makes key recommendations towards enhancing current online financial
services delivery.

Full Text: PDF DOI: 10.5539/ijms.v3n1p50

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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