The Effect of eWOM on E-Loyalty

Abstract

This article examines how the electronic word of mouth (eWOM) influences customer e-loyalty in the context of online banking and the role of e-satisfaction as a mediator factor. For these purposes, research hypotheses based on the content analysis of the previous studies were developed and tested using 352 mobile customers banking services in Jordan. Using multiple regression analysis, the empirical results suggested that e-WOM has a positive and significant on e-loyalty. Also, e-satisfaction is partially mediating the relationship between e-WOM and e-loyalty. These findings represent a valuable contribution to the bank's eWOM, and customer e-loyalty and e-satisfaction literature through providing its management with a clear guidance concerning how to efficiently utilize their eWOM and customer e-satisfaction in order to enhance their customer's e-loyalty