Abstract:
The banking industry plays a significant role in the Sri Lankan economy as one
of the most important contributors to development. Furthermore, over the last
few decades, the banking industry has experienced digitalization as a result of
rapid technological advancements. Customers, on the other hand, are still
looking for better quality during service experiences, including with automated
banking applications. As a result, the aimof this research is to see how e-service
quality affects consumer satisfaction in digital banking. A theoretical framework
was developed based on a systematic literature review, and four service quality
dimensions were defined as digital banking measurement. With quantitative
evidence, the present study used a deductive research approach. The research's
primary data came from customers that use digital banking services in the
southern province. The sample of this study was selected through convenience
samplingprocess, which includes a total of 384 individuals who responded to an
online questionnaire. All the constructs were internally consistent as their
Cronbach’s Alpha values were higher than 0.7. Inferential statistical techniques
such as correlation analysisand regression analysis were used to analyse the data
using SPSS. The results suggest that there are a number of important links
between the quality of an e-service and customer loyalty. All four hypotheses
were agreed and only one hypothesis was denied, according to the correlation
and regression analysis results. Theoretical and managerial consequences are
explored in light of the study's conclusions. There are also some limitations and
recommendations for potential study. The findings show that responsiveness is
a major determinant of consumer loyalty in the digital banking industry of
Southern province. The researcher concluded that e-service based marketing,
both as a positioning strategy and through marketing operations, can assist
brands in increasing consumer loyalty. Bank managers can use secure
passwords to cover automated bank consumer purchases, according to the
researchers. The generality of the findings should be identified by the
researcher, who suggests that prospective researchers conduct additional studies
in different settings or industries.
Keywords: Customer loyalty, digital banking, e-service quality
