Examining the interplay of internet banking service quality, e-satisfaction, e-word of mouth and e-retention: a post pandemic customer perspective

Abstract

Online service quality acts as a lever that service providers use to drive e-customer retention in most affluent economies globally. Given the exponential growth in the adoption of internet banking during the COVID-19 pandemic, the purpose of this study was to evaluate the antecedents of e-customer retention among banks in Zimbabwe post the pandemic. Grounded in the expectancy-disconfirmation theory, the study adopts an explanatory research design and a quantitative research approach. Data was collected using convenience sampling and hand-administered questionnaires. Covariance based Structural Equation Modelling (SEM) in SPSS AMOS examined 261 valid responses. The findings of the study revealed the positive impact of e-banking service quality on e-customer satisfaction and e-word of mouth. E-customer satisfaction also positively influenced e-word of mouth and e-customer retention. The results were also confirmatory of the positive effect of e-customer satisfaction and e-word of mouth on e-customer retention. The paper reveals that although significant e-banking adoption was enforced through COVID-19 regulations, banks were responsive enough to install the requisite e-banking infrastructure. Thus, post pandemic banking experiences have induced confirmation of e-banking service quality and consequentially e-customer satisfaction, e-WOM and e-retention. The study therefore flags the important antecedent role of e-banking service quality to e-customer satisfaction, e-word of mouth and e-customer retention. To promote the e-customer retention in the post COVID-19 era in Zimbabwe, banks need to maximize perceived internet banking service quality.