The Role of Website Quality on the Enhancement of E-Loyalty: The Moderating Role of Customer Knowledge Management

<ns7:p>Abstract: Considering the accelerating digital transformation, organizations are increasingly relying on digital technologies to enhance customer experience, boost satisfaction and loyalty, and build a positive brand image. Websites are among the most important digital interaction channels influencing customer behavior, particularly in the banking sector. This study aimed to analyze the relationship between website quality and Electronic loyalty (EL), while also examining the mediating role of customer knowledge management (CKM). Despite the increasing number of studies examining website quality and its role in enhancing customer satisfaction and loyalty, most of these studies have focused on the direct relationship between website quality and EL, neglecting the explanatory role of mediating variables, particularly customer knowledge management. Furthermore, previous literature has rarely addressed this topic within the context of banking institutions in developing countries, and more specifically within the Iraqi environment, which is characterized by distinct regulatory and technological features. Therefore, this study aims to bridge this gap by analyzing the relationship between website quality and EL, while also examining the mediating role of CKM in the Iraqi banking sector. To achieve this objective, a descriptive-analytical approach was adopted, and the study was applied to Al-Rafidain Bank in Nineveh Governorate, Iraq. Data was collected using a standardized questionnaire and analyzed using structural equation modeling with partial least squares (PLS-SEM). The analysis revealed significant correlations and influences between website quality and EL. The results also indicated that CKM plays a mediating role in strengthening this relationship, highlighting its importance in explaining online customer behavior. The study concludes that improving website quality, along with adopting effective CKM practices, contributes to enhancing EL in the banking sector. The findings also provide theoretical and practical insights that can support decision-makers in developing more effective digital strategies.</ns7:p>