ROLE OF ELECTRONIC BANKING SERVICES ON CUSTOMER SATISFACTION AND LOYALTY AMONG ISLAMIC BANK CUSTOMERS

This study examines the influence of e-banking services on customer satisfaction levels and customer loyalty with special reference to Jaiz and Taj Banks. Online banking and mobile banking as well as the use of Automated Teller Machines and other means of electronic funds transfer provide a lot of convenience and effectiveness in the money management given the modern technology age. Further, the study examines effects of these services on customer satisfaction and subsequent loyalty within Islamic banking sector. An explorative study approach with a cross-sectional survey design was conducted on 384 participants and used PLS-SEM analysis technique. Results show that e-banking services significantly boost customer satisfaction (path coefficient: Loyalty was also found to have a strong relationship with the use of the digital platforms with a path coefficient of 0. 951 and the value that was realized indicating the benefits of using the Sharia-compliant platforms. The study suggests that the Islamic banks should integrate a robust e-banking service delivery system because of the following recommendation-. Subsequently, future research should expand the geographic coverage, use a more representative sampling technique, and identify other antecedents that include technology and regulation to enrich knowledge of customer interaction in Islamic banking given uncertainties in today’s financial environment.