The Impact of Electronic Banking Services in Achieving Client’s Loyalty by Adopting Satisfaction as a Mediating Factor: The Islamic International Arab Bank in Amman, Jordan as a Case Study
摘要
The purpose of this research is to examine the role of customer satisfaction as a mediator in the relationship between electronic banking services and customer loyalty at the Arab Islamic International Bank in Amman. The study assesses electronic banking services based on three dimensions: ATM services, telephone banking services, and mobile banking services. To achieve its objectives and address research questions, the study employs a descriptive-analytical quantitative approach. The target population consists of all customers who interacted with the Arab Islamic International Bank’s branches in Amman, which include a total of 26 branches and an estimated 149,000 clients. A questionnaire is developed and utilized as the primary data collection tool, resulting in a sample size of 384 questionnaires following an appropriate sampling technique. After excluding 12 invalid questionnaires, the final dataset for analysis comprised 372 questionnaires. Data analysis is conducted using descriptive and inferential statistical methods, employing SPSS software. Moreover, hypotheses are tested using (Baron and Kenny in J. Pers. Soc. Psychol. 51:1173, 1986) mediation model, which involves simple regression analysis, multiple regression analysis, and mediation analysis. The findings of this study have demonstrated that customer loyalty and satisfaction are positively influenced by electronic banking services, encompassing ATM services, telephone banking services, and mobile banking services. Additionally, customer satisfaction has been shown to have a positive impact on customer loyalty. Moreover, this study has confirmed that customer satisfaction plays a mediating role in the relationship between electronic banking services and customer loyalty within the Arab Islamic International Bank. Lastly, the study recommends further research on this topic and the application of the study model to additional banks and financial sectors, along with a comparative analysis of the results.