Electronic banking services quality and customer loyalty: double mediation

Abstract This study explored the impact of e-banking service quality (EBSQ) on customer loyalty (CL) in Sierra Leone's banking sector, using customer satisfaction (CS) and trust as mediating variables. Using a quantitative research approach, structural equation modelling (PLS-SEM), 500 valid responses were collected from e-banking users across the commercial banks in Sierra Leone. The results showed that EBSQ significantly impacts CS, trust and CL. It also shows that CS and trust directly impact CL, emphasising their essential role in building long-term customer relationships. The mediation analysis indicated that CS and trust partially mediated the relationship between EBSQ and CL, suggesting that higher EBSQ indirectly leads to higher CL through greater satisfaction and trust. The study highlights the importance of digital service quality, relational factors in maintaining CL in developing economies. These findings offer valuable insights for banks seeking to optimise e-service strategies, improve digital customer experiences in Sierra Leone's evolving financial landscape.