Incorporating attitude towards Halal banking in an integrated service quality, satisfaction, trust and loyalty model in online Islamic banking context

Purpose – The purpose of this paper is to empirically investigate the influence of consumer attitude towards Halal banking on e‐service quality and e‐satisfaction, in an online Islamic banking context. The proposed model also aims to investigate the relationships among e‐service quality, e‐satisfaction, e‐trust and e‐loyalty. Design/methodology/approach – A questionnaire was designed to collect data from the regular users of online services of Islamic banks in Pakistan. Convenience sampling method was adopted to collect data from the existing customers of six Islamic banks, residing in five major urban centres of Pakistan. A total of 350 questionnaires were distributed, out of which 292 returned questionnaires were suitable for further analysis. Structural equation modelling procedure was used to test the proposed research model. Findings – The results of this research suggest that attitude towards Halal banking positively influences perceived e‐service quality and overall e‐satisfaction with the online services of Islamic banks. Furthermore, perceived online service quality enhances customer e‐satisfaction and their e‐loyalty towards the bank. Similarly, e‐trust mediates the relationship between e‐satisfaction and e‐loyalty. Practical implications – This study enhances our understanding of how specific religious attitudes can positively influence consumer assessments of a bank's perceived e‐service quality and their overall e‐satisfaction with it. Originality/value – Much of the previous research on Islamic banking has been descriptive in its nature. This study contributes to the existing literature by exploring the causal effect of attitude towards Halal banking on consumer perceptions about the e‐service quality and e‐satisfaction with the online services of Islamic banks.