Factors Influencing E-Loyalty in Benghazi's E-Business Markets Case Study of Al-Wahda Bank Customers - Benghazi

Abstract

The study aimed to test the factors influencing the achievement of electronic loyalty, which included the quality of the website, expected benefits, electronic satisfaction, electronic trust, the quality of the content on the website, and electronic loyalty to the bank. The study reviewed previous research related to the current topic, collected and analyzed relevant information, and presented relevant suggestions .The study involved clients of Al-Wahda Bank and was conducted on a sample of 100 participants. It relied on statistical analysis using the SPSS software to process the retrieved and valid questionnaire forms. The study reached several important results, most notably the role of electronic commerce in increasing the profitability of economic institutions, and the positive influence of website quality, electronic trust, electronic satisfaction, and expected benefits on electronic loyalty. The results also revealed the direct and main impact of the quality of website content on online loyalty. Additionally, the study demonstrated that electronic trust and satisfaction act as mediating variables in enhancing the effect of website quality on electronic loyalty. The conclusions and recommendations drawn from the analysis are expected to help the bank improve its website services and boost customer loyalty.