5.

DISCUSSION AND CONCLUSION

This section highlights the insights into the overall study findings in line with the research
objectives. Electronic Customer Loyalty, Efficiency, user-friendly, responsiveness, and
reliability, by mediating the role of Electronic Customer Satisfaction. The Expectancy Theory
was utilized to underpin the theoretical framework. The current study, therefore, provides a
theoretical framework for Applying the SERVQUAL model to examine e-customer loyalty in the
Pakistani Banking sector by combining the based on Expectancy theory and incorporating the
mediating impact of Electronic Customer Satisfaction on the relationship between Electronic
Customer Loyalty, Efficiency, user-friendly, responsiveness, and reliability. Data have been
collected through a close-ended questionnaire for data collection from the consumers of Pakistan
by using survey method. A structured questionnaire-based quantitative research approach will be
used to gather data.

To achieve the objectives of the study, 9 hypotheses were formulated under the quantitative
strand and tested accordingly. Five were direct hypotheses and four was a mediating hypothesis.
Five hypotheses have been supported and four hypotheses has been not supported, the following
section provides a discussion on hypotheses testing and achievement of study objectives.

The first objective is to examine the relationship between reliability and Electronic Customer
Satisfaction. H1 postulated that reliability Influences Electronic Customer Satisfaction. The
statistical analysis did not support the H1 hypothesis by confirming that reliability has a
significant influence on Electronic Customer Satisfaction (β= 0.317, T= 4.040, p-value > 0.05).
H2 postulated that responsiveness Not Influences Electronic Customer Satisfaction. The results
show an insignificant impact on the responsiveness of Electronic Customer Satisfaction (β=
0.031, T= 0.440, p-value < 0.05). The result is consistent with past literature. H3 postulated that
user-friendly does not Influence Electronic Customer Satisfaction. The result shows an
insignificant impact of user-friendly on Electronic Customer Satisfaction (β= 0.150, T= 1.767, p-
value < 0.05). H4 postulated that the Efficiency Not Influences Electronic Customer Satisfaction.
The result shows an insignificant impact of the Efficiency on Electronic Customer Satisfaction
(β= 0.150, T= 1.767, p-value < 0.05). H5 postulated that Electronic Customer Satisfaction
Influence Electronic Customer Loyalty. The results show a significant impact of Electronic
Customer Satisfaction on Electronic Customer Loyalty (β= 0.686, T= 14.212, p-value < 0.05).

H6, H7, H8, and H9 are four mediators H6 posited that Electronic Customer Satisfaction
mediates the relationship between reliability and Electronic Customer Loyalty, H7 posited that
Electronic Customer Satisfaction also mediates the relationship between responsiveness and
Electronic Customer Loyalty, H8 posited that Electronic Customer Satisfaction also mediates
the relationship between user-friendly and Electronic Customer Loyalty, and H9 posited that
Electronic Customer Satisfaction also mediates the relationship between efficiency and
Electronic Customer Loyalty. While the results of the current study also depicted that Electronic
Customer Satisfaction significantly mediates the relationship between reliability and Electronic
Customer Loyalty (β= 0.217, T= 3.749, p-value > 0.05) but Electronic Customer Satisfaction
insignificantly mediate the relationship between responsiveness and Electronic Customer
Loyalty (β= -0.021, T= 0.717, p-value < 0.05) Electronic Customer Satisfaction also
insignificantly mediates the relationship between user-friendly and Electronic Customer Loyalty
(β= 0.662, T= 14.086, p-value < 0.05), and Electronic Customer Satisfaction also mediates the
relationship between efficiency and Electronic Customer Loyalty (β= 0.662, T= 14.086, p-value
< 0.05). Therefore, H6 and H9 have been supported statistically but H7 and H8 has been not
supported statically.

5.1.2 Practical Implications

Several practical recommendations can be drawn logically from the statistical findings, for
Applying the SERVQUAL model to examine e-customer loyalty in the Pakistani Banking sector
by combining the based on Expectancy theory and incorporating the mediating impact of
Electronic Customer Satisfaction on the relationship between Electronic Customer Loyalty,
Efficiency, user-friendly, responsiveness, and reliability. Data have been collected through a
close-ended questionnaire for data collected from consumers in Pakistan. A structured
questionnaire-based quantitative research approach will be used to gather data.

5.2 Limitations and Suggestions for Future Research

The first limitation of the current study is that it only utilized the quantitative study while in the
future mixed method can be employed by using a qualitative approach and interviews can take
with consumers in retail sectors. While another limitation is that the current study only examined
the expectancy theory for Applying the SERVQUAL model to examine e-customer loyalty in the
Pakistani Banking sector examining the investment decision-making behavior in the Pakistani
stock market by combining the based expectancy theory and other theories also can use. Another
limitation is that the current study only examined the consumers in Pakistan while in the future
cross-country study can be conducted.

5.3 Conclusion

The current study examines the Applying the SERVQUAL model to examine e-customer loyalty
in the Pakistani Banking sector by combining the based on Expectancy theory and incorporating
the mediating impact of Electronic Customer Satisfaction on the relationship between Electronic
Customer Loyalty, Efficiency, user-friendly, responsiveness, and reliability. Data have been
collected through a close-ended questionnaire for data collection from the consumers of Pakistan
by using survey method. A structured questionnaire-based quantitative research approach will be
used to gather data. total of 300 questionnaires were submitted by respondents. Where only 260
questionnaires were filled and eligible for further analysis. While 40 questionnaires were
partially filled out by respondents. The first limitation of the current study is that it only utilized
the quantitative study while in the future mixed method can be employed by using a qualitative
approach and interviews can take with consumers in retail sectors. While another limitation is
that the current study only examined the expectancy theory for Applying the SERVQUAL model
to examine e-customer loyalty in the Pakistani Banking sector examining the investment
decision-making behavior in the Pakistani stock market by combining the based expectancy
theory and other theories also can use. Another limitation is that the current study only examined
the consumers in Pakistan while in the future cross-country study can be conducted.