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Digital Service Quality and Customer Loyalty of Commercial Banks in Jordan: the Mediating Role of Corporate Image |
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PP: 1887-1896 |
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doi:10.18576/isl/110604
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Author(s) |
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H. M. Al-Shorman,
A. T. AL-Zyadat,
M. A. Khalayleh,
A. Z. Al- Quran,
M. I. Alhalalmeh,
A. Mohammad,
S. I. Al-Hawary,
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Abstract |
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| The major goal of this research is to examine the influence of corporate image on the relationship between digital service quality and customer loyalty for Jordanian commercial banks. The current research focuses on Jordan’s banking sector. Jordan has a unique financial structure that has helped it to rise to prominence in the Middle East and around the world. This sector is made up of 20 commercial banks and four Islamic banks. The core data for this study was gathered using a random sample method. The research was conducted using a self-report questionnaire as the primary tool. The study hypotheses were tested using the structural equation modeling (SEM) technique. The findings confirmed that the quality of digital services had a direct impact on customer loyalty, with corporate image serving as a mediating effect. The researchers proposed that the top management of the organizations questioned work on involving the customer in the production process by taking into account his opinion on electronic service components and characteristics, which allows the consumer to decide on product quality.
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