The Role of Customer Engagement with E-banking

Abstract

Nowadays, E-banking assumes an increased importance. Thus, this paper aims to identify as determinants of E-banking loyalty not only the interactivity that customers establish with the bank's website and their satisfaction with the E-banking but also the engagement between customers and E-banking. In total, 207 valid questionnaires were collected from Portuguese consumers. Structural equation modeling was used to test the proposed hypotheses. This research shows that in E-banking, website interactivity positively influences customer engagement, customer satisfaction and customer loyalty to the bank. Finally, customer satisfaction with E-banking as well as customer engagement with E-banking will lead to loyalty to the bank.