Application of Cognitive Motivational Relational Theory to Examine the Influence of E-Banking Quality Factors on Customer Loyalty

Banks equipped themselves with modern tools to provide innovative and dynamic services clients. Traditional banking transformed into digital online facilitate customers all over the world through internet. High-quality are necessary retain Customers using of top five commercial Pakistani private banks were study population. A structural equation modeling technique was employed analyze hypothesis. The results found significant impact reliability, website design, security on customer trust leading higher loyalty based cognitive, motivational relational theory. research findings numerous theoretical practical implications for banks' administration make internet design more user-friendly reliable enhanced features that win customers' strengthen loyalty.