Assessing the Effect of Online Banking Service Quality on Customer Loyalty in Malaysian Banking Industry: The Mediating Role of Customer Satisfaction

Technological improvements have greatly transformed the modern banking business, specifically through the substantial expansion of online banking. Online banking represents an innovative information system consuming the creative resources of the Internet to facilitate access for bank customers to an increasing array of financial services. Understanding the importance of high-quality online banking services in promoting customer loyalty is necessary for remaining competitive and establishing success in this rapidly changing and competitive industry. In response to this fundamental change, the banking industry has used digital methods to improve the way services are provided and to increase customer satisfaction and loyalty. This paper aimed to evaluate the effect of online banking service quality on customer loyalty in the Malaysian context. A survey is conducted for this purpose and a sample of 268 respondents is chosen which includes males and females. A self-administered questionnaire is used for data collection. The study found significant factors affecting the adoption of online banking, involving convenience, website quality, privacy, and security. This study provides important advertising understanding for banking professionals involved in the development and implementation of online banking products. Furthermore, the study has ramifications for policymakers seeking ways to encourage an online environment by highlighting key issues that require careful attention. KEYWORDS: Banking Industry in Malaysia, Loyalty, Online Banking Service Quality, Customer Satisfaction.