Full Relationship Among e-Satisfaction, e-Trust, e-Service Quality, and e-Loyalty: The Case of Iran e-Banking
Customer e-loyalty is an important issue in the very competitive environment of e-banking. Different studies show that e-loyalty is influenced by e-satisfaction, e-trust and e-service quality. However, little attention has been given in the literature to fully understand the full relationships among them. The purpose of this paper is to empirically investigate the impacts of e-satisfaction, e-trust and e-service quality on e-loyalty, in e-banking as an aspect of B2C e-commerce context. Data was collected to test the model from faculties and students of Tehran universities as respondents, and empirical analyzes were performed using SEM.