HYPOTHETICAL DEVELOPMENT AMONG E-SERVICES, CUSTOMER SATISFACTION AND BRAND TRUST IN PAKISTAN

Abstract

In this competitive age of technology financial institutions are also enhancing electronic means to satisfy their customers with best quality service like mobile banking, debit/credit cards and website. The work on e-banking and customer satisfaction elaborated in previous studies but in perspective of brand trust as a mediator is the area of in this study. This study will elaborate the significant antecedents of e-service quality and their relation with customer satisfaction which is using electronic services of banks in Pakistan as well as it will elaborate the mediating effect of brand trust.
This study will dig out the relationship of customer perception regarding e-services quality in banking sector and its impact on customer satisfaction with mediating role of brand trust. Second the study will see the sights the clarification to pose the brand as trust worthy in a cutthroat upbringing like Pakistani market.