Online Banking Service Practices and Its Impact on E-Customer Satisfaction and E-Customer Loyalty in Developing Country of South Asia-Nepal

The aim of this paper is to investigate the association and impact between online banking service practices on e-customer satisfaction, loyalty. In addition, it aims analyze mediating role e-satisfaction e-loyalty. research followed E-S-QUAL model measure quality (OBSQL) by five dimensions: service, site organization, website efficiency, user-friendliness, security, privacy. It based quantitative approach with a structured questionnaire through primary data collection stratified random sampling. Out 475 questionnaires distributed, 384 usable were used, SPSS AMOS used analyze. An exploratory factor analysis was confirm dimensions structural equation modeling employed estimate parameters structure. result explained that efficiency highly influential practices, security privacy, organization’s site. E-customer satisfaction significantly influences loyalty, mediates services which prime concern bankers, users, policymakers for continuous development. This presents recognize affects electronic customer loyalty in developing countries South Asia.