CONVENIENCE AS A MODERATOR BETWEEN E-SATISFACTION AND E-LOYALTY AMONG CHINA’S INTERNET BANKING USERS

The rapid growth of internet banking in China has revolutionized financial services, offering unparalleled convenience to customers. However, this expansion also presents significant challenges in fostering long-term customer loyalty. Despite the advantages of digital banking, many platforms struggle with high churn rates due to inconsistent service quality, perceived insecurity, and a lack of personalized experiences. This study investigates the moderating role of convenience in strengthening the relationship between e-satisfaction and e-loyalty among Chinese internet banking users. Adopting a quantitative research approach, data was collected from 413 respondents across 20 provinces and four municipalities, ensuring a geographically diverse sample. The findings reveal that convenience plays a crucial moderating role, significantly enhancing the positive impact of e-satisfaction on e-loyalty. When customers perceive internet banking as highly convenient, their satisfaction translates more effectively into sustained loyalty, thereby reducing churn. Additionally, the study explores the interconnected relationships among e-trust, e-commitment, e-satisfaction, and e-loyalty. Results indicate that trust and commitment act as key mediators, reinforcing customer relationships. E-satisfaction not only directly influences e-loyalty but also fosters e-commitment, which further enhances customer retention. These insights underscore the importance of integrating convenience-driven and trust-based strategies in digital banking. Financial institutions must prioritize seamless user experiences, robust security measures, and personalized services to cultivate lasting loyalty. By addressing pain points such as service inconsistency and security concerns, banks can improve customer satisfaction and retention. Ultimately, leveraging these factors will help financial service providers maintain competitiveness in China’s rapidly evolving digital banking landscape, ensuring sustainable growth in an increasingly crowded market.