Technology has made many facets of life more comfortable in today’s communities (Rust & Oliver, 1994). More relevant than that, it has become a critical factor in improving service quality in general (Joseph & Stone, 2003). The E-Service is said to have depended on the exchange of information between consumers and businesses using face-to-face technology (Darwish & Lakhtaria, 2011).
Introduction
The banking sector in many developing countries has been a pioneer in the field of e-services and has been actively involved in its continuous improvement, aiming to address the ever-changing needs and lifestyles of modern clients. Jordan’s banking sector, which is at the heart of the Jordanian economy, has seen unprecedented growth, particularly in electronic infrastructure (Fakhoury and Aubert, 2015). In recent years, the use of e-banking services by bank clients has increased from 25% to 30%(‘Bank to the Future,’ 2013). However, Jordan’s banks are using E-Banking strategically to retain and attract clients and are also investing heavily in implementing new E-Banking approaches to sustain and improve their competitive edge.
Almost all the previous studies focused on Internet banking, excluding other forms of E-Banking systems, i.e., mobile apps and E-Banking robots. Several studies have looked at how E-Banking service quality is calculated, and few have studied the correlation between E-Banking service quality and customer retention in Jordan. This research bridges the gap in the literature as it discusses the subject of E-Banking in its essence without any exclusions, and in Jordan, an emerging Middle Eastern country where, according to researchers, no significant studies have been carried out. The implications of this study underscore the substantial impact in E-Banking service quality on customer satisfaction and the considerable effects of E-Banking service reliability on the quality of service perception of banking clients.
The analysis is structured as follows: a comprehensive ‘Literature Review’ will be presented in the following section, accompanied by the ‘Method’ and ‘Findings’ of the study. The ‘Interpretation and Discussion’ section examines the results and identifies the implications as necessary. Finally, the’ Conclusion’ section summarizes the research and presents the drawbacks and suggestions for future studies.
Research Issues
E-banking services are faced with many barriers and barriers, particularly in developing countries.
These issues, at the end of the day, apply to those customers who handle such services and to their level of satisfaction with the E-banking services they offer. Despite the substantial increase in the infrastructure of Jordanian banks, which is primarily focused on the implementation of e-banking services, these e-banking services are still in their infancy.
Recent work will focus on identifying the various factors that have an impact on customers in dealing with e-services in Jordan. As such, the following study concerns were considered worthy of investigation:
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Do the factors related to the presence of electronic banking services have an impact on consumer encounters with digital banks?
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Can the relationship between customers and E-banking services be affected by personal considerations?
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To what extent do consumers understand the importance of dealing with e-banking services?
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What is the level of client satisfaction with E-Banking services?
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Can the level of customer satisfaction lead to continuity in the handling of E-banking services?
Research objectives the previous analysis presents a brief overview of E-banking and underlines the need to increase our awareness of the E-banking services sector in the light of customer satisfaction and continuity in the handling of these services. As a result, the following research objectives were considered explorable the previous paragraph provides a brief update on the following:
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Exploring the impact of E-service quality variables on customer satisfaction and continuity in the management of E-banking services.
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Determine the impact of personal factors on customer satisfaction and deal with E-banking services.
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Identifying the perceived benefits of E-banking services.
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Determine the level of customer satisfaction in dealing with e-banking services and their impact on continuity.5. Examine the connection between the different focal constructs within the study model.
Traditionally, the introduction of the first Automated Teller Machine (ATM) in Finland marked the beginning of a new banking system that made Finland a pioneer in e-banking before it became widely used in any other developed and developing country (H. Sharma, 2018). More recently, e-banking or the provision of financial services via electronic systems has expanded to consumers through precipitous IT development and bank rivalry (Mahdi, Rezaul, & Rahman, 2017).
In Lustsik (2004), e-banking services are defined as a plethora of e-channels for Internet, mobile, TV, smartphone and device banking transactions. Banking customer expectations and service requirements are evolving as technology advances and improves. Nowadays, the consumer needs to carry out and carry out his or her financial operations at any location without heading to the atm, at any time without being limited to the operating hours of the atm, and to make any purchases (purchasing, expenses, inventories) in an effective manner.
The standard of financial services will, therefore, be characterized by flexibility, elasticity, durability, and versatility to meet these needs (Khalfan & Alshawaf, 2004).
Indeed, e-banking is primarily limited to the Internet and mobile phones in Jordan. This is partly due to the slow development of the country’s IT system. With that in mind, the term is defined as the ability to conduct banking and financial transactions electronically via the web or mobile phone applications.
Customer Satisfaction
Customer loyalty is one of the most important concepts in marketing research today (Jamal, 2004). Broadly speaking, it incorporates factors that end up buying with post-purchase trends such as change of attitude, re-purchase, and brand loyalty (Churchill & Surprenant, 1982).
Oliver (1980) argues that there is a sense of satisfaction when consumers match their experience of real product/service output with expectations.
Some specific definitions have been used to explain consumer services. However, several theorists seem to be comfortable with the idea of comparing post-product / service results with pre-formed expectations. Oliver (1981) defines satisfaction as a subjective assessment of the sub-consumption of goods or services. Likewise, Tse and Wilton (1988) described customer satisfaction as a ‘consumer response to the assessment of perceived discrepancy between expectations, and actual post-consumption outcome’ (p. 204) happiness may also be characterised as feedback from the post-purchase quality assessment of such services/products in relation to the pre-purchase phase requirements (Kotler & Keller).
In addition, several studies have shown that the impact of the purchase and use process of the product/service may also be significant In accordance with these principles and, as far as this study is concerned, consumer loyalty is the attitude of the consumer developed in response to some type of E-Banking services being used. E-Banking attributes will also increase, decrease, or retain the same consumer service—assessment of consumer retention (Homburg, Koschate, & Hoyer, 2006).
Consumer happiness is also the sensation of consumer pleasure or disappointment that distinguishes the product/service outcome from the consumer’s desires (Keller & Lehmann, 2006).
Customer Satisfaction and E-Banking
One of the critical objectives of this study is to understand the extent to which the efficiency of electronic services provided by banks would have an impact on consumer loyalty across the banking sector in Jordan. As Grönroos (1998) put it, there is a stable and optimistic partnership that combines both the efficiency of e-service and consumer satisfaction. In addition, Parasuraman, Zeithaml, and Berry (1988) concluded in a study that the link between the standard of service and consumer satisfaction is quite excellent and sustainable (Parasuraman et al., 1988).
A few other studies point to the relationship between consumer loyalty and e-banking services. Asiyanbi and Ishola (2018) have shown in their research that the level of consumer services in the banking sector is rising using E-(Asiyanbi & Ishola, 2018). Similarly, Ranaweera and Neely (2003) stated that e-efficiency is the first step towards consumer service (Ranaweera & Neely, 2003). Similarly, the work is undertaken by Bei, and Chiao (2006) in the banking sector identified a significant link between the standard of operation and the level of customer loyalty.
A Zhou (2004) reported that the reliability of the E-Banking service has a significant impact on the level of customer satisfaction.
E-Banking Service dimensions affect consumer satisfaction with many findings coming together to demonstrate the link between E-Banking service and consumer loyalty, and the following problem arises: what characteristics or attributes of E-Banking service affect consumer happiness and in what ways? Our literature review shows that these factors can be incorporated into efficiency, reliability, privacy and security, and responsiveness and communication
With many findings coming together to demonstrate the link between E-Banking services and consumer loyalty, the following problem arises: what characteristics or attributes of E-Banking service have an impact on customer satisfaction and in what ways? Our literature review suggests that those are factors that can be translated into performance, durability, privacy and protection, sensitivity, and interaction.
With regard to privacy and protection, a number of considerations have been identified and analysed by scholars, including maintaining the confidentiality of activities, preventing the exchange of personal details and ensuring a high level of security for consumer information (Agarwal, Rastogi, & Mehrotra, 2009; Datta, 2010; Poon, 2007).
As per Madu and Madu (2002), sensitivity is the willingness to represent the clients of the bank and provide them with timely service. This category of service may be divided into four groups. First, the E-Banking programme will manage and run the operation correctly. Second, in the event of any disruption to activities, the E-Banking sites must direct customers to continue to operate appropriately. Fourth, there may also be an easy answer to some possible flaws in e-banking transactions. It should eventually respond to the client’s concerns by responding to them on-the-spot.
