Factors Affecting Online Customer Loyalty in the Banking Industry in Sri Lanka

Despite the rapid digitalization of the Sri Lankan banking sector, little empirical research has explored the antecedents of customer e-loyalty, leaving a notable research gap in understanding how digital service attributes influence customer retention. This study looks at the elements that influence e-loyalty among banking clients, with a focus on the roles of corporate image, website quality, trust, perceived social presence, and internet familiarity. Data were gathered adopting questionnaires from a sample of 403 banking customers using a convenience sampling technique and examined with SPSS. Multiple regression analysis found that corporate image was the significant predictor of e-loyalty, followed by website quality, perceived social presence, and internet familiarity, all of which had statistically significant positive effects. Trust further indicated a favorable link. However, it was marginally significant. Importantly, all the study's hypotheses were accepted, suggesting that each component influences the formation of e-loyalty in digital banking environments. These findings illustrate the significance of both technical (website quality and internet familiarity) and relational (business image and social presence) factors in establishing and sustaining consumer loyalty online. The study has practical implications for banking institutions, arguing that improving digital engagement, brand image, and user experience are essential initiatives. Limitations include the cross-sectional methodology and limited generalizability, while future research must inquire into longitudinal techniques, new influencing variables, and the role of evolving technologies in influencing digital consumer loyalty.