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Research Article Open Access

Measuring the Role of Website Design, Assurance, Customer Service and Brand Image Towards Customer Loyalty and Intention to Adopt Internet Banking


The rapid growth in internet technology and electronic business has stimulated the banking sectors to encourage customers towards online banking (internet banking). Only in Pakistan there are 1.8 million internet banking users and millions more are expected to come online. Looking at the growth in banking technology this study explores the effect of e-service quality dimensions include: website design, Assurance, Customer Service on intention to adopt internet banking and customer loyalty. Next to this bank image is also incorporated to explore the customer loyalty. The data for this study is based on 500 internet banking users from commercial banks of Lahore, Pakistan. Researcher used the structural equation modeling to evaluate the hypothesized relationships. The results of this study revealed that the adoption of internet banking in Pakistan may be motivated by a set of specific factors (i.e., Website Design, Assurance, Customer service and Bank image). Further, these results are expected to help policy makers to understand critical factors that influence on internet banking usage. Finally limitation and future directions have been discussed.

Samar Rahi, Norjaya Mohd Yasin, Feras Mi Alnaser

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