Title: What enhances e-loyalty of bank customers? Comprehend the moderating role of customers demographics

Authors: Priya Mandowra; Pritpal Singh Bhullar; Robin Kaushal

Addresses: University Business School, Maharaja Ranjit Singh Punjab Technical University, Bathinda, India ' University Business School, Maharaja Ranjit Singh Punjab Technical University, Bathinda, India ' Department of Commerce, Sri Aurobindo College of Commerce and Management, Village Jhande, Ludhiana (Punjab), India

Abstract: The study aims to examine the moderating role of customer demographics in e-service quality-e-loyalty relationship in the e-business environment. A sample of 462 users of e-banking services provided their awareness on various e-banking services offered by their respective banks and perception through structured questionnaire on ease of use, reliability, responsiveness, efficiency, and security and privacy. To examine the moderating effect of demographic variables, Henseler's partial least squares-multi group analysis (PLS-MGA), was used. The findings demonstrate that e-service quality aspects, including reliability, responsiveness, ease of use, intention to use, security, and privacy, have a significant impact on e-satisfaction and e-loyalty. The findings indicate that the link between e-service quality and e-loyalty is influenced by both gender and economic disparities among customers. Both younger and older individuals prioritise the quality of electronic services, as well as the security and privacy of their data.

Keywords: e-loyalty; e-banking service quality; customer demographics; e-satisfaction; India.

DOI: 10.1504/IJIMA.2026.153957

International Journal of Internet Marketing and Advertising, 2026 Vol.24 No.4, pp.477 - 496

Received: 25 Dec 2023
Accepted: 10 Mar 2024
Published online: 09 Jun 2026 *

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