Assessing the Drivers of Customer Delight and Loyalty in Tanzanian Online Banking: An Integrative Framework

This study aimed to empirically validate the theory of customer delight in the specific context of online banking in Tanzania, enhancing both theoretical comprehension and practical applications. This study examines how problem-solving, sociality, enjoyment, and transaction speed drive customer delight and loyalty among online banking customers in Tanzania. A deductive research approach was applied, collecting survey data from 391 qualified online banking customers in Tanzania through self-administered questionnaires in a convenience sample. Data were analyzed using Smart-PLS version 4.0 for measurement and structural model assessment. The findings reveal a significant positive influence of efficient problem-solving, sociality, enjoyment, and transaction speed on customer delight, as well as a significant positive impact of customer delight on customer loyalty in the banking sector. The study provides guidance for the online banking industry on creating a delightful banking experience, considering both affective and cognitive routes. Furthermore, it informs online banks that fostering delight among banking customers can strengthen their future loyalty. This study advances the discourse on customer delight by integrating cognitive and affective antecedents within the context of online banking.