Journal of Internet Banking and Commerce An open acce.docx

Journal of Internet Banking and Commerce
An open access Internet journal
(http://www.arraydev.com/commerce/jibc/)
Journal of Internet Banking and Commerce, April 2015, vol. 20,
no. 1
(http://www.arraydev.com/commerce/jibc/)
Strategic Approach to Build Customers Trust in Adoption of
Internet Banking in Nigeria
NAIMOT FOLAKE POPOOLA, PhD Candidate
Faculty of Management, Universiti teknologi Malaysia, UTM
Skudai.
Postal Address:81310, Skudai, Johor Baru, Malaysia.
Author's Personal/Organizational Website:www.utm.edu.my
Email:[email protected]
Naimot Folake Popoola is a PhD candidate at the Faculty of
Management in Universiti
Teknologi Malaysia, UTM Skudai. Her research interest
includes E- Commerce,
adoption behaviour of e-commerce by customers, customer
satisfaction.
MD RAZIB BIN ARSHAD, PhD
Senior Lecturer, Faculty of Management, Universiti Teknologi
Malaysia, UTM

Skudai.
Postal Address: 81310, Skudai, Johor Baru, Malaysia.
Author's Personal/Organizational Website:www.utm.edu.my
Email: [email protected]
Dr. Md Razib Bin Arshad is a senior lecturer at the Faculty of
Management in Universiti
Teknologi Malaysia, UTM Skudai.
Abstract
Trust plays a vital role in acceptance and usage of internet
banking, hence applying
appropriate strategies to build customers’ trust is essential for
the service providers. The
objective of this study is to investigate the strategies to build
customers trust in
acceptance and usage of internet banking in Nigerian. This
study utilized interpretive
research approach to understand the strategies used to build
customers trust in internet
banking in Nigerian banks. The data was primarily collected
through semi- structured
interviews with bank managers and analysis of the websites and
annual reports of the
banks were used to complement data from primary source. Five
findings which emerged
from this research include customer orientation, information
technology development,
JIBC April 2015, Vol. 20, No. 1 - 2 -
security strategy, institution based trust and viable marketing.
These findings provided
insight into the strategies used by Nigerian banks to build

customers trust in acceptance
and usage of internet banking.
Keywords: Internet banking; strategies; trust; building
customers trust; used;
customers; acceptance; usage.
© Naimot Folake Popoola and Md Razib Bin Arshad, 2015
INTRODUCTION
The evolutions of internet banking has basically changed the
traditional ways that banks
use in conducting their business and the way customers execute
their banking
transactions (Eriksson et al., 2008; Sayar and Wolfe, 2007).
Despite the benefits of
internet banking, many customers still fill reluctant to accept
the services most especially
in developing countries (Al-Somali, et al., 2009). Consumers’
acceptance and usage of
internet banking service is still insignificant in spite of the huge
investment on the
internet technology by diverse financial institutions around the
world(Dong et al., 2008,
Haque et al., 2009). Previous studies show that the acceptance
of internet banking by
Nigerians is low compared to their counterparts in other
countries. James (2012) for
example asserts that in spite of the increasing popularity of
internet banking around the
world, its level of acceptance in Nigeria is relatively slow. The
reluctance in adoption of
internet banking has been attributed to lack of customers trust

in the said service in prior
research. According to Gholam (2012) the behavioural intention
to use e-commerce is
influenced by customers trust. The low acceptance of internet
banking is due to lack of
trust which is due to security reason and lack of credibility in
the system (Adesina and
Ayo 2010).
Since trust plays a vital role to the success of internet banking,
building customers trust
in internet banking might be essential for the banks providing
internet banking services.
Many scholars agreed that building customers trust is
particularly vital for electronic
commerce providers because this would improve customers’
attitude and purchase
intention (Gefen et al., 2003;Hassanein and Head, 2007; Somali
et al., 2009). In this
regard, to improve customers’ acceptance in internet banking it
is necessary for bank to
design suitable internet banking strategy that could build
banking. To build customers trust in internet banking, banks
might need to have a
comprehensive understanding of internet banking strategies to
build customers’ trust.
Further, it might be necessary for banks to use appropriate
internet banking strategies to
eliminate the risk and lack of security associated with the usage
of internet banking to
create trust in the said service. Despite the significance of
building customer trust in
internet banking, there are scanty studies in this area, most
especially in developing

countries. This gap is particularly apparent in Africa and
specifically in Nigeria.
The main objective of this study is to examine the internet
banking strategies to build
customers trust in acceptance and usage of internet banking.
JIBC April 2015, Vol. 20, No. 1 - 3 -
METHODOLOGY
This study follow the interpretive research approach with the
aim to unravel the
strategies used to build customers trust in internet banking in
Nigerian banks. Klein and
Myers (1999) assert that interpretive research could help
researchers to understand
human thought and actions in social and organisational context.
With the help of
interpretive paradigm the researcher was able to collect the data
related to the study
through knowledgeable participants to understand better the
strategies that the banks
used to build customers trust in acceptance and usage of
internet banking in Nigeria.
Further, the interpretative philosophy suites the qualitative
approach that the researcher
used in this research. The subjective experiences of the actor
(internet bank managers)
are key issues that could explain how the contextual factors are

represented (Walsham,
1995a; Oates, 2006). Further, this method allows for more
reflection and better
understanding of data obtained. This line of argument is
captured by Morgan (2007) who
stated that in terms of connection of theory and data, the
qualitative approach follows an
inductive reasoning. Semi-structured interview was the primary
source of data in this
study.
However information from the websites of the banks and the
banks’ annual reports were
used as complements. As such, the population of this study
consists of bank managers
in charge of internet banking in Nigerian banks. Such managers
are those that are
directly involved at the managerial level, in the marketing of
internet-based banking
products to bank customers in Nigeria. The judgmental or
purposive technique was
adopted in this research. This technique was used in order to
obtain better information of
the subject matter (Morse and Richards, 2002). In qualitative
research, respondents are
purposely selected by the researcher so that the phenomena that
is been study is
explained by participants who are well-informed in the area that
is being investigated
and are willing to participate (Morse and Richards, 2002).
Overall the participants in this research consist of sixteen
internet banking and electronic
commerce managers in 12 Nigerian banks. The determining
factor of the number of
respondents in this research was done through the help of the

concept of saturation.
Saturation is described as the collection of data till no new
information is gathered from
continuation of collection of information (Creswell, 2007). In
this present study, the
interviews were stopped when there was no new information
being generated from
information obtained from subsequent interviews (Patton,
2002).
DATA COLLECTION PROCEDURES AND ANALYSIS
The data obtained was analyzed and interpreted using the
constant comparative method
(Morgan, 1993; Offstein et al., 2004).According to Offstein et
al. (2004), this
methodology is most suitable for an inductive, intuitive and
interpretive analysis. Data
analysis in this study was inductive, as the study sought to
understanding the bank
managers’ perceptions on their strategies to build customers
trust and not to prove a
JIBC April 2015, Vol. 20, No. 1 - 4 -
preconceived theory. The codes were therefore, generated from
the data, rather than
predetermined. The data analysis in this study began with
coding process. After each
interview session, the interview was transcribed verbatim for
analysis. The researcher
started the coding procedure with the transcript of the first
interview.

The researcher read through the interview transcript, field note,
information gathered
from the bank website and annual report to understand and look
for major ideas. The
sentences were broken down into small segments. The interview
transcript was
compared with field notes.
Subsequently, the segments of interview transcripts and field
notes, information from the
website and annual reports were colour labeled to create codes
for the key ideas in each
interview through constant comparative analysis. They were
coded by using simple and
short words that reflect the incidents in the interview transcript
and in some cases, codes
were from the respondents own word, this it is called in vivo
codes. During this process,
memos were written down to represent the research incident.
Through reflection and
linking of categories with categories which were derived from
the data, five themes
emerged. The themes that emerged from data analysis are:
Customer orientation,
information technology development, security strategy,
institution based trust, viable
marketing.
RESULTS AND INTERPRETATION
Theme 1: Customer Orientation
Customer orientation emphasizes on placing customers at the
centre of strategic focus
McEachern and Warnaby (2005). Meeting the needs and
satisfaction of customers could
create a positive view about the firm in consumers mind. Banks

which develop a
customer oriented strategy get higher profits (Formant, 2000).
All the managers stressed that their internet banking strategies
is customer oriented.
For example this respondent asserted that:
“…Internet banking strategies in our bank is mostly focused
towards our customers to
meet our customers’ needs and their expectation …” (Bank
manager K).
The comment exemplify that the bank internet banking
strategies is focused to their
customers with the goal of satisfying their customers. The
forgoing remark compares to
the submission of Webb et al. (2000) that organisations with a
customer orientated
strategy might achieve a higher degree of customer satisfaction
and superior
performances through understanding of its consumers,
competitors, and environments.
Furthermore, the managers elucidated that being customers
oriented firstly their banks
focus is to satisfy their customers by providing quality internet
banking services. The
following statement exemplify this:
“…Satisfaction of our customers is the key element of our
strategy…” (Bank manager E).
The comment bring to the fore that the bank understand the
significance of customer
satisfaction in internet banking. Li and Yeh (2009) posit that
the level of satisfaction is
the major determinant to gain customer trust. The managers
explained further that being
customers oriented, they take customers feedback seriously. The

bank managers
stressed on the significance of customers’ feedback of their
internet banking services as
part of their internet banking strategies being customer oriented.
JIBC April 2015, Vol. 20, No. 1 - 5 -
The following excerpt of the interview exemplifies this:
“…We have the feedback form in our website for customers to
express their views in our
online services. Through that we have knowledge of the issues
that bother the
customers…” (Bank manager B).
Moreover, the managers explained that they handle customers’
complains pertaining to
internet banking services promptly as part of their customer
oriented strategies. The
following expression of respondent expound further on this:
“…Our customer center provides excellent customer service in
case of any complain and
we take immediate action against complains.” (Bank manager
D).
In addition, the managers expressed that they implement good
customer relationship
management. The following statement exemplifies this:
“…Our customer relationship management platform also allows
us to manage customer
relationship in a highly efficient manner.” (Bank manager
D).
Theme 2: Information Technology (IT) Development
Theme one underlined the importance of customer orientation of

internet banking
strategy. However, the theme of information technology
development is concerned with
how the internet banking strategy designed by the internet
banking manager would be
supported by information technology. Henderson and
Venkatraman (1999) argued that
information technology maintains business strategy and new
business initiatives like
web-based applications. Information technology could be very
important for the
development of internet banking and electronic commerce
security. All the respondents
claimed that their banks invest in IT. The following excerpt of
the interview demonstrate
this:
“Basically, our bank invests in IT to enhance our online
system…” (Bank manager F)
It is apparent from the foregoing accounts that the banks
consider investment in
information technology a necessity to support their internet
banking strategies. Many
references in the evidence pinpoint to the use of information
technology to enhance the
bank internet banking system. The following expression by the
respondent expounds
further:
“… We use IT to improve our internet banking service. And
minimize risk and increase
the speed of our system”. (Bank manager K).
The narratives indicate that IT is used to improve the bank
internet banking system and
to support the bank internet banking strategies. Okoli, et al.,
(2010) for instance argued
that the most significant and the fundamental element of
infrastructure is information and

communication technology (ICT), which have a positive effect
on the electronic
commerce capability.
Theme 3 Security Strategies
Theme two discussed previously highlighted the importance of
information technology to
support internet banking strategies for the improvement of
internet banking services and
the development of optimum security system. Previous studies
suggest that the factor
that inhibit internet banking acceptance and usage is lack of
banking. Kasemsan and Hunngam (2011) for instance argued
that security emerged to
be a significant factor associated to lack of trust in internet
banking services. When
asked what they consider as the main issue that deter acceptance
of internet banking,
all the bank managers interviewed concurred that the key issue
that inhibits the
JIBC April 2015, Vol. 20, No. 1 - 6 -
acceptance of internet banking is trust which is attributed to
security reason. The
following excerpt of interview demonstrates this:
“The major issue of the acceptance of internet banking is
customers’ lack of trust in
online banking because of lack of trust in online banking
security. So, for that reason,
many customers do not want to use internet banking.”(Bank
manager D).
From the statement, it is apparent that the bank managers

acknowledge customers’ lack
of trust in internet banking because of security reason and this
is attributed to their
reluctance to accept internet banking. In order to tackle this
lack of trust in the security
system of internet banking environment many banks use
information technology to
develop various security mechanisms (security strategies) to
combat frauds on the
internet. Egwali (2009) and Hawkins et al. (2000) for instance
argued that most financial
institutions as well as banks utilize security mechanism like
Secure Socket Layers (SSL),
encryption of data transferred online, digital certificate,
password and so on.
The bank managers were asked to explain the strategy they use
to build customers trust
in acceptance of internet banking. All the respondents were
quite unequivocal in their
submissions. They concurred that their main strategy is security
strategy by focusing
their effort on development of robust security of their internet
banking system to
safeguard the funds of their customers. The following excerpts
of the interview expound
more on the managers’ views:
“Actually, our trust building strategy is focused on security…”
(Bank manager J1).
“…We use some security techniques such as SSL, encryption to
make our system
secure.” (Bank manager B).
It is obvious from the remarks that the main strategy used by
those banks to build
customers trust is the development of robust security to make
their internet environment
secure. In order to conquer the negative perception on the bank

security system, it is
understandable from the respondent accounts that the banks use
certain security
mechanisms. Customers perceive bigger uncertainties when
transaction is conducted
through the internet and are very concern about the security in
the online context
(Casaló et al., 2007). Further, the participants were asked to
explain the usage of the
security features used in their banks. This respondent explained
the usage of the
security mechanisms in his bank:
“…We have security features like encryption whose function is
to make sure that
information pass between the customers computer and the
bank is secure and act to
prevent unauthorized access to the information. We have the
firewalls technology which
blocks illegal access from individuals. Our security features
also include password, and
access blocking in situation of repetition of incorrect password
entries. And the
customers receive email alert or SMS alert on any transaction
done so that they can
report any frauds.(Bank manager A).
Drawing from the accounts of the managers, it is apparent that
they claimed that their
banks have robust security, however the bank managers’ claim
of better security system
does not reflect in the growth of internet banking in those
banks. For example when
asked about the level of customers’ growth in internet banking
in their respective banks,
all the managers submitted that they experience low growth of
internet banking. The
excerpts of the interview below expound further:

“Although, our bank provides advance security, but the problem
is that, it is difficult to
convince the customers about how secure our online system is
because they don’t have
trust and they are afraid to lose their savings. Hence the growth
of online banking is low
in our bank ....” (Bank manager F).
The foregoing highlights that the bank managers also
acknowledged the low acceptance
JIBC April 2015, Vol. 20, No. 1 - 7 -
of internet banking. It is clear from the respondents’ comments
that the reason for the
low growth of internet banking in those banks is due to
customers’ lack of trust in internet
banking. There is indication from the respondent account that
the customers’ lack of
trust is attributed mainly to security reason. This implies that
trust play a significant role
in acceptance and usage of internet banking. The lack of
customers acceptance suggest
that perhaps the strategies utilized by the bank is not effectively
serving their objective of
increasing their customers share in internet banking. It suggests
that banks have not
attained their aim of augmenting their customers’ acceptance in
internet banking despite
the internet banking strategies they utilize to make their system
reliable and secure.
Theme 4: Institution Based Trust
According to McKnight et al. (2002), institution based trust is
the belief that consumers

have about the structure and favorable condition, in which they
feel secure, assure, and
contented on the notion to depend on the business. McKnight et
al. (2002) proposed two
types of institution-based trust which are: structural assurance
and situational normality.
structural assurance as the belief that success is possible since
such background
condition as promise, contract, regulation, and guarantees are in
place, and situational
normality is defined as the conviction that success is possible as
the situation is normal.
Situational normality includes competence, benevolence and
integrity. All the managers
reported that they have competent IT experts who assist in
implementation of their
internet banking strategies. This suggests that they made
reference to the competence
or capability of their IT staffs. The remarks below exemplify
that:
“…Through our capable IT workers, we implement good
strategic plan to address the
issue of security by making our website secure because security
is necessary in building
customers trust online…” (Bank manager B).
It is apparent from the narratives that the banks have
competent IT experts who
assist in implementation of their internet banking strategies.
Competence is perhaps
relevant to customers who depend on the company capability to
perform in the way that
is anticipated or promised. McKnight and Chervany (2002) for
example argued that in
order for customer to trust the company, they must have
confidence in the company’s
competence to offer quality product or service.

The managers also cited that their internet banking environment
is secure and they have
privacy policy. The response below demonstrates that:
“our online banking system is well secure as we implement
various security techniques
to protect our customers funds and we also have privacy
policy.” (Bank manager E)
The foregoing suggests that the bank assure their customers
about the safety of their
funds and the protection of their confidential information. The
remark indicate that the
bank provide some assurance to their customers in order for
them to have the belief that
their fund is secure. Furthermore, the respondents also
emphasized that they keep their
promises with customers. For instance this respondent expressed
that:
“…We keep our promises with our customers by providing them
reliable online
services and we act in the best interest of our customers…”
(Bank manager K).
The remark suggests that the bank their keep promises with
customers and assist
customers in case of any problem by acting in the best interest
of customers. Keeping
promises suggest the attitude of being honest or having integrity
and acting in the best
interest of the customers indicate the attitude of being
benevolent. Integrity-based-trust
is based on perceptions of the company as honest and credible,
such that they keep
their promise and commitment and act morally or fairly (Pavlou,
2002). Keeping promise
could instill trust in customers by believing in the internet
banking system of the bank.

JIBC April 2015, Vol. 20, No. 1 - 8 -
Further, all the managers emphasized that they do not provide
any guarantee or policy
which protects customers in case of any financial lose due to
cyber frauds. The following
response demonstrates this:
“…Our bank does not have any policy that guarantees customers
of refund of their funds
in case of frauds…” (Bank Manager A)
There is clear indication from the two comments that the bank
does not have any money
back guaranty or legal policy that covers their customers in case
they lose their funds
due to cyber fraudsters.
Theme 5: Viable Marketing (Word of Mouth)
Word of mouth basically stands for the process to convey
information from person to
person and it is known as one of the most effectual forms of
marketing (Jansen et al.,
2009). Word of mouth is described as a viable marketing tool
(Davidson, 2009). The
managers stressed that they educate their customers about the
security of their internet
banking system. This respondent asserts that:
“…We educate and explain to them how secured our internet
banking is…” (Bank
manager C)
“…We train and educate them about the security tips, and we
warn them not to pass
their password, ID and account information to a third party…”
(Bank Manager A)
The comment suggests that the employees explicate to

customers about the security of
their internet banking system so that customers could develop
trust in the services and
encourage them to accept internet banking. Educating customers
about the security
aspect of internet banking could be an integral means of
promoting internet banking
services. This is compare to Verena and Ayrga (2011) that
customer awareness and
education about the security aspect of their internet banking
services is necessary to
enhance the acceptance of internet banking. Another respondent
stressed that they train
and educate their customers and advice them how they can
perform their transaction
safely online. However the managers claimed that despite their
efforts to promote
internet banking to their customers, they still fill reluctant to
accept the services and they
believe in face to face transaction. The comment below
expounds more on that:
“…One thing is that, people in this country believe in face to
face transaction. A situation
where we are educating them to use ATM. Therefore, many of
them prefer to go to the
branch for their transaction.” (Bank manager C)
“The problem is that the customers still believe in brick and
mortar bank because they
deal with bank staffs. And the word of mouth also plays a great
role because many
customers believe in services recommended by friends and
relatives.”(Bank manager
J2)
The respondents highlighted how hard they tried to convince
customers about the
security of their internet system. However, they find it difficult

to persuade customers.
The statements suggest that Nigerian customers believe in face-
to-face service. It
highlights that customers do not trust internet banking and they
prefer the traditional
banking over the internet banking. It is apparent from the
respondents account that
majority of the customers desire to get their transactions done
in the branch of the bank
in order to avert the risk associated with internet banking.
Further, the comment
suggests that the customers avoid risk and they believe in
advice from friends and
relatives. This indicates that cultural trust might be vital in
Nigerian society. According to
Fukuyama (1995) cultural attitudes influence trust. Another
author added that people
perspectives on trust are different from culture to culture
(Zaheer and Zaheer, 2006).
JIBC April 2015, Vol. 20, No. 1 - 9 -
DISCUSSION OF THE FINDINGS
The results of this study show that all the banks which
participated in this present study
have certain internet banking strategies they use to build
banking. The findings of this present study revealed the
strategies used to build
customers trust in acceptance and usage of internet banking by
the banks that
participated in this study and this include: customer orientation,
information technology

development, security strategy, institution based trust and
viable marketing.
Table 1 illustrates the strategies that the banks who participated
in this current study
declared they utilize to build customers trust in internet banking
acceptance and usage.
Table 1: Strategies used by the participant banks to build
customer trust in IB
No Trust building strategies used by the 12 banks which
participated this study
1 Customer orientation (of internet banking strategies) which
include:
- Satisfying customers
- Feedback
- Handling customer complain
- Customer relationship management
2 Investment and usage information technology
3 Security strategies which include:
Password, Pin and access code, Encryption, Firewall, Virtual
keyboard, Token and security alert, SSL (Secure Socket
Layer). Rapport, Email and SMS alert
4 Institution based trust
5 Promoting IB by communicating directly with customers
(viable
marketing tools)
Customer Orientation
The results of this research showed that one of the strategies

used by banks to build
customers is customer orientation. Customer orientation is a
procedure of placing
consumers at the heart of a firm that is, to have the suitable
vision of consumers and
their needs; a phenomenon that makes the firm to see itself
through the eyes of the
consumers (Asikhia, 2010). The results show that the banks use
customer oriented
strategies by focusing their internet banking strategies to their
customers in order to
build trust in them. Previous study Corbit et al. (2003) argued
that there is positive
relationship between customer-orientation and trust.
Being customer oriented indicates that customers are the center
point of the internet
banking strategic focus of the bank and the results is to builds
banking. Furthermore, the results of this research show that
customer orientated
strategy of the bank in relation to internet banking include the
following: customers
satisfaction, customers feedback, handling of customers
complaints, customer
relationship management.
Investment and Usage of Information Technology (IT)
Information technology capability has a positive effect on
customer service performance,
customer focus and overall performances of the bank (Kabiru et
al., 2012). The results of
JIBC April 2015, Vol. 20, No. 1 - 10 -

the analysis revealed that the banks invest in information
technology and they utilize
robust IT to enhance the quality of their internet banking
services. This is similar to
Christos (2008) that increase in IT investment is necessary to
enhance customer
relationship and boost the quality of the bank services over the
internet. Investment in
appropriate internet banking related information technology is
vital for the bank to
advance the quality of their internet banking system in order to
increase the customer
acceptance of the said service.
Security Strategies
Security strategy is the utilization of security mechanisms to
protect the online system.
The results of this study show the significance of security
strategies in building
customers trust in internet banking usage and acceptance. Based
on the results of
analysis of this research the main strategy used by the banks to
build customers trust is
security strategy to boost the security of their online
environment against cyber frauds.
The results reveal that the banks investigated in this present
research use various
security mechanisms to enhance the security of their internet
banking environment, to
prevent frauds. However, this is different from the findings of
Egwali (2009) who found
that the security mechanisms of the banks were not very
effective to alert and shield
users from revelation of sensitive information to spoofed sites.
Additionally, the results of
this present research show the importance of building customers

trust by the banks in
order to enhance customers’ acceptance and usage of internet
banking. This is
consistent with prior studies (McKnight et al., 2002, Hassanein
and Head, 2007; Somali
et al., 2009) that building customer trust is a strategic
imperative for online service
providers as trust has a strong influence on customer intention
to transact with unfamiliar
vendor through the internet. Building customer trust on the
internet is a vital constituent
for online merchants to be successful in an electronic commerce
environment, where
transactions are more aloof and anonymous, because, these have
an effect on
customers’ buying intention (Chen and Barnes 2007).
Institution Based Trust
According to McKnight et al. (2002), institution based trust is
the belief that consumers
have about the structure and favourable condition, in which they
feel secure, assure, and
contented on the notion to depend on the business. The author
proposed two types of
institution-based trust: structural assurances and situational
normality. The results of
analysis reveal that the bank use situational normality cues
(benevolence, integrity and
competence) and structural assurance (security and privacy
policy, regulation
compliance) to enhance customers trust in internet banking. The
results show the
importance of institution based trust in building customers’
trust in internet banking. This
is in line with previous studies (McKnight et al., 2002) that
institution based trust is a vital

component to build customer trust.
Viable Marketing (Word of Mouth)
Word of mouth is described as a viable marketing tool
(Davidson, 2009). Word-of-Mouth
is one of the most popular and effective marketing strategies
(Jansen et al., 2009,
Misner and Devine 1994). The results of this study show that
the banks employees use
word of mouth by conversing directly with their customers
about the security and quality
services of their internet banking with the aim to increase
internet banking acceptance.
The results also show that the bank employees educate and train
their customers about
the security tips of their internet banking services in order to
convince them to trust and
JIBC April 2015, Vol. 20, No. 1 - 11 -
accept their internet banking services. This finding show that
viable marketing (word of
mouth) is not an important communication medium as the bank
managers find it difficult
to persuade their customers about the security of their internet
system despite the direct
communication they have with their customers about their
services. This is in contrast to
(Keller, 2007) who found that word of mouth is one of the most
vital communication
channels. Perhaps the reason for this contradiction is because of
the nature of products
and services involved in that study. That previous study (Keller,
2007) was focused on

influences of word of mouth in promoting automobile, some
other traditional services and
products, which is quite different from online services because
of high risk involved in
online transaction as customers do not want to lose their saving
while transacting online.
CONCLUSION
This present study was undertaken to have better understanding
of the strategies to
build customers trust in acceptance and usage of internet
banking in Nigeria. The
research findings shed more light on the strategies that the
participant banks in this
study used to build customers trust in acceptance and usage of
internet banking in
Nigeria. The findings of this study indicates that all the
Nigerian banks that participated
in this study have strategies in place which they use to build
trust in their customers in
acceptance and usage of internet banking while promoting their
internet banking
services. However, the results of this study showed that the
strategies used by the
banks were not effectively achieving the banks goal of
increasing customers’ acceptance
and usage of the services as customers do not trust internet
banking. Therefore the
banks need to have a well formulated strategy which is
supported by information
technology. The banks need to invest sincerely in appropriate
internet banking related
information technology.

JIBC April 2015, Vol. 20, No. 1 - 12 -
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Business Management Dynamics
Vol.4, No.10, Apr 2015, pp.01-29
©Society for Business and Management Dynamics
Mediating roles of customer satisfaction and customer trust in
building brand loyalty.
An empirical study in Pakistan
Dr. Sajjad Ahmad Baig1, Muhammad Zia-Ur-Rehman2, Saud3,
Ehtisham Javed4, Tasneem Aslam5 and
Ahmed Shafique6
Abstract
This study explores the area of brand loyalty in Pakistan. The
study was
exploratory and quantitative in nature. Brand loyalty in Pakistan
was studied
with predictor’s e-loyalty, brand image, self-congruity, and
sales promotion

with customer satisfaction and customer trust as mediators. The
sample space of
the study was 150 (n=150). Multiple serial mediation regression
method was
used to compute the results of the surveyed data. The
conclusions drawn from
the data shows that e-loyalty, brand image, self-congruity, and
sales promotion
satisfies customer which in result built the trust of the customer
over a brand.
The trust finally plays it role in retaining the loyal customers.
Key words: E-loyalty, Brand
Image, Self-congruity, Sales
promotion, Customer
Satisfaction, Customer trust,
Serial Multiple Mediation,
Brand loyalty
Available online
www.bmdynamics.com
ISSN: 2047-7031

INTRODUCTION
Brand loyalty with its ultimate impact on the sale of the firm is
a problem resisting in present time
business market. In the present market of competition, where
firms are dying hard to rule the market by
competing their rivals in business market, there is a tuff contest
in retaining their customers for a long
period of time considering it as a vital tool for their survival.
One of the basic key to success for every
firm is their loyal customers. The term brand loyalty refers to
the individual’s positive attitude towards
the product of a particular brand that is repeated over a period
of time (Anderson et al, 2003). Customer
retention is one of the major topics of consumer behavior being
the center of consideration of studies for
many researchers studying and contributing to enhance the sales
of the firms. After studying thoroughly
this concept many researchers have stated that directly or
indirectly the ultimate factor influencing the
All the authors are affiliated with:
Department of Business Administration
National Textile University, Sheikhupura Road, Faisalabad,
Pakistan
1 Assistant Professor, Head of Department, Business

Administration
E-mail: [email protected]
2 Lecturer, Faculty of Management Sciences, Ph.D. Scholar
(Finance); IIUI
E-mail: [email protected]
3 E-mail: [email protected]
http://www.bmdynamics.com/
mailto:[email protected]
mailto:ss[email protected]
Vol.4, No.10, Apr 2015, pp.01-29
customer retention behavior is the level of satisfaction of the
customer (e.g. Olsen, 2002; Caruana, 2000;
Bloemer et al, 1997).
Besides all the efforts of the researchers so far, our purpose of
conducting these studies is to further
elaborate the factors influencing the customer retention, and to
propose a new model which has never

been before considered by the researchers. As our model is
different from others, so, our results and
remedies will also differ from others and we aim to contribute
with new conclusions and results. Past
researches have focused over brand loyalty but they had
disregarded some of the major aspects. We are
focusing those gaps of the past which have been neglected and
that they could be essential factors for
retaining customers.
Objectives of the study
building loyal customers.
-loyalty, brand image, self-
congruity and sales promotion
mediates customer satisfaction.
How do all of these factors influence the brand loyalty in
Pakistan?
LITERATURE REVIEW
The conceptual study of brand loyalty goes deep back in 1960’s.
Brand loyalty is been a major topic
gaining the attention of the researchers from a long period of
time and is consistently been studied by
researchers. The researchers have contributed a lot and they
have been working hard to present the

definite picture of this concept so that the issue regarding the
customer retention could be resolved.
Brand loyalty
The past studies over brand loyalty had been the center of
attention for the western researchers.
However, the concept of brand loyalty reclined after the 1950’s
when the researchers like Cunningham
(1961) and W. T Tucker (1964) acquainted the concept of brand
loyalty to the world of literature focusing
customer satisfaction, perceived value, as determinants of
customer retention. The successful companies
or the firms with the aim to be successful, die hard to gain the
maximum number of loyal customers as
they are 10 times more profitable than an ordinary customer
(Anderson & Srinavasan, 2003). These
traditional factors of customer retention had been studied
interchangeably up to the middle of first
decade of 21st century.
Gaining the market share is the objective of every firm which
can be attained by cutting down the price
or developing high – end promotional strategies, but retaining
the customer is the most productive
effective option (Bloomer et al., 1992). Past researchers have
argued that quality of the service and the
loyalties of the dealer positively influence customer
satisfaction, which further plays its role in customer
retention behavior (Caruana, 2000). Voss, Parasuraman, and
Grewal (1998) argued that the level of price
had direct influence over the customer satisfaction. However
satisfaction plays a vital role in customer
retention. Caruana (2000) designed a model to contend that the
customer satisfaction is mediator between
the service quality and customer loyalty. The level of
satisfaction is affected by the evaluation of the
customers’ expectations from a product and the actual benefits

received from the product, i.e. the
perceived customer value (Churchill et al., 1982). The theory
suggests that the customer’s expectation at
the time of need from a product and the actual benefits received
from after searching, buying, using and
disposing a utilitarian product affects the level of satisfaction of
the customer. The value (i.e. benefits
received from a product / cost incurred to possess the product)
of a product have an affective
relationship with the loyalty of a customer towards a brand.
The old and loyal customer cost much less than targeting and
capturing to the new customer target
market (Bloomer et al., 1992). The loyal customers are the
source of positive word of mouth. They attract
other customer to their brand increasing the firm’s profitability
(Richhield and Schefter, 2000).The brand
loyalty had been considered to be directly influenced by the
factors like satisfaction, service quality, and
Vol.4, No.10, Apr 2015, pp.01-29
dealer loyalty (e.g. Cunningham, 1961; Tucker, 1964;
Parasuraman et al., 1985; Bloomer, 1992; Voss et al.,
1998; Cronin et al., 2000; Caruana, 2000). The researchers
remained stick to these factors for long period of
time, considering and contending them as the major factors
which have a positive relation with customer
retention behavior (e.g. Parasuraman et al., 1985; Bloomer,
1992; Voss et al., 1998; Cronin et al., 2000;
Caruana, 2000).

But early in the 21st century new dimension of brand loyalty
came into existence. Lien – Ti Bei & Yu –
Ching Chiao (2001) for the first time considered price one of
the factor that plays it roles in customer
loyalty behavior. Perceived product quality and perceived
service quality impacts over the consumer
loyalty, and the perceived service quality & perceived price
fairness influences customer satisfaction.
Both the customer satisfaction and customer loyalty are
perfectly co–related (Lien – Ti Bei et al., 2001). The
theory suggested that customer satisfaction is influenced by the
price and service perceived by the
customer, whereas, loyalty of a customer is influenced by the
service and product perceived by the
customer and both the customer satisfaction and customer
loyalty work head – to – head with satisfaction
of the customer. Hence, it cannot be defined either the
satisfaction impacts over customer loyalty or the
loyalty regarding a brand influences customer’s level of
satisfaction (Lien – Ti Bei et al., 2001). The former
studies had been heavily relying upon the positive relation of
satisfaction over the customer’s loyalty
towards the brand (e.g. Cunningham, 1961; Tucker, 1964;
Parasuraman et al., 1985; Bloomer, 1992; Voss et
al., 1998; Cronin et al., 2000; Caruana, 2000). But from the
early 21st century new dimensions of brand
loyalty were proposed in which not only the customer
satisfaction, service loyalty, product loyalty and
dealer loyalty were the major determinants of the customer
loyalty towards the brand, but, apart from it
there were many others factors which had direct relation with
customer retention behavior of the
customer (lien – Ti Bei et al., 2001; Anderson, 2003; Parker,
2005; Kressman et al., 2006; Kuusik, 2007;
Mazodier et al., 2012).
In previous, the question whether the brand loyalty is a behavior

or attitude is been the center of
attention to the researchers. A lot of work has contributed over
this question, but no one could succeed to
define exactly brand loyalty as a behavior or attitude. Don
(2009) worked on the attitudinal and
behavioral aspects of brand loyalty, but, couldn’t come to
conclusion whether brand loyalty is a behavior
or attitude of a customer. Don (2009) considered the concept
with respect to behavioral approach.
However, Dick & Basu (1994) studied the brand loyalty using
the attitudinal approach. For a firm to
retain its customer, it will have to follow both the attitudinal
and behavioral approach, because both are
equally essential for a firm or a brand to retain its customer
(Don, 2012). Attitude is the result of the
characteristics of a particular product and the perception of a
customer from that product (Dick and Basu,
1994).
The study of the brand loyalty had been followed through either
the attitudinal approach, or the
behavioral approach. The elements of the attitudinal approach
are satisfaction, price, and quality which
forces a customer to buy a product or to stay attached towards
to a product of a specific brand (Lien – Ti
Bei et al., 2001).
Apart from recent studies circling satisfaction, product quality,
service loyalty as the key factors
influencing the brand loyalty behavior, the researchers focused
towards the other factors which also
influence the directly and indirectly in customers repeat
purchasing behavior. After 2005, the researchers
ruled out the traditional dimension and worked over new
theories and elements which directly or
indirectly play their role in customers’ attitude and behavior
towards selecting and retaining to a specific
brand.

E – Loyalty
As the world advances, technological changes have uprooted the
hereditary techniques, strategies and
methods of every field and segment. E-loyalty is the modern
technique of marketing to convey the
message (i.e. information, characteristics, features of a product)
from manufacturer to consumer through
the web based technologies. With the advent of time, many
firms and business organizations have begun
to target there customer through the web design model and the
firm’s policies and strategies heavily rely
upon the internet technology (Crastobal et al, 2007). Brand
loyalty can be attained through e – loyalty, as
Vol.4, No.10, Apr 2015, pp.01-29
the technology is familiar in almost all the target segmentation
of the customer (Gommans et al., 2001). A
consumer’s attitude towards brand or product would be loyal,
but, in reality there would be other factors
driving the customer towards that specific product or brand, i.e.
monopoly of the product, (Day, 1969).
Similar to brand loyalty, the major determinants of e – loyalty
were satisfaction, perceived value, were
considered (Anderson, 2003). E – Loyalty is linked with the
flow of a psychological state of mind of a
customer and it influences the online customer segmentation
(Ilsever et al., 2007). The web based
customers intend to change their mind and cannot be considered
for a long term planning by a firm

(Richhield et al, 2000). With the rapid development of the web
based marketing techniques it had also
forced the marketer’s and business tycoon to rely on web based
technology for the best development of
their brand image (Crastobal et al, 2007). Anderson and
Srinavasan (2007) argued that inertia, consumer
motivation, purchase size are the factors that illuminate or
downgrade the e – satisfaction of a consumer
and that level of satisfaction further influences the web based
loyalty. The traditional concept of brand
loyalty relied upon the cognitive, affective and behavioral
intent. However the web based technology has
offered the customer to customize their product which means
that e – loyalty also emphasizes upon
cognitive dimensions (Gommans et al, 2001).
Gommans et al, (2001) considered the flow as the major
determinant of the e – loyalty. The customer’s
satisfaction is considered in long run perspective by the firms
and the satisfaction level of customer’s do
influence their intention of buying behavior (Crastobal et al,
2007).
Self-Congruity
Brand loyalty is not only influenced by the behavioral itself,
but, by the functional action of the individual
(Kressman et al, 2006). The thinking of the individual forces
him/her to buy that product (Sirgy, 1982).
Self-congruity can be defined as the point of congruence of the
consumer’s self-image and the
characteristics of the given product (Kressman et al., 2006).
Self-congruity is based upon two factors (1)
self-image congruity and (2) functional congruity. Self-image
congruity can be defined as the expectations
or thinking of a customer regarding the product prior to
purchase. Functional congruity can be defined as
fulfillment of an individual expectation or perception after
utilizing a specific product (Kressman et al,

2006). Self-congruity plays a positive role in affecting the
brand loyalty followed by the functional
congruity (Kressman et al, 2006). Brand image plays it role
with consumer perception to build the self-
brand congruity (Parker, 2005). Self-congruity is the major and
an important element of the new
dimension of the brand loyalty and is been focused by very few
researchers (Sirgy and Su, 2000;
Kressman et al, 2006). Kressman et al (2006) stated that the
self-congruity influences brand loyalty
through functional congruity.
Brand Image
To position the product in target market is an essential element
for every marketer (Gardener et al, 1995).
Brand image can be defined as the image of a brand perceived
by an individual. Unlike satisfaction,
pricing and other factors brand image is also an important
determinant of loyalty (Thompson et al, 2006).
Consumer intends to buy a product whose image is positive in
market because it lowers the risk and
customer feels safe while dealing with that brand. Therefore,
consumer is satisfied to buy a product from
a well-known brand (Akaah, 1988). Positioning and
repositioning the product affects brand image (park
et al, 1986). Many brands target their customers through
emotional marketing strategies. Brands position
their products in target customer by through such emotional
activities which psychologically influence
their customer and build their image as “emotional brands”.
Mostly these brands use socially
discriminated segment, opinion leader, works for social welfare,
works and projects for national integrity,
charitable works for religious activities (Thompson et al, 2006).
Customer recognizes, evaluate and
experience a certain product. This experience’s force the
customer to rank the product superior over the

other brands (Thakor et al, 1997). As much the goodwill of the
brand will be, more the probability will
occur that a consumer accepts the brand (Voss et al, 1998).
According to Gul et al., consumers do not
spend their time and money for experiencing a new product in
regard of ordinary buying behavior. Firms
use emotional branding to capture their costumers and create
customer community and brand
community (Gobe, 2001; Atkin, 2004; Roberts, 2004).
Vol.4, No.10, Apr 2015, pp.01-29
Sales Promotion
Sales promotion is a strategy used by the marketers to attract
and force the customers to buy their
product by discounting or reducing the price of their product.
Sales promotions unlike satisfaction are
also the factors been studied from a long period of time as the
major determinant of the customer
retention (e.g. Guadagni et al, 1983; Gupta 1988; Neslin et al,
1985). Price is a major factor that matters to
every consumer while choosing their brands. Many marketers
suggest that reduction in prices boosts the
sales for the firms (Marketing news 1985). To effectively use
the price discounting technique, the
managers must know the relation between the price and the
expectation of the consumer (Lattin et al,
1989).
The link between the price and consumer expectation is the
referencing theory (Monroe, 1979; Winer,

1986). Consumer considers the past price of the product and
estimates the future price according to the
situation. The outcome of unexpected price reduction is greater
than the expected decrease in price of a
product (Lattin et al, 1989). Other than the tools of marketing,
sales promotion is also a strategy adopted
by the marketer’s to pace up sales of their product by gaining
customer retention (Williams et al, 2012).
Sales promotion is being preferred by the beverage companies.
The research conducted over the sales
promotion resulted in significant relation between the sales
promotion and the customer’s retention
towards the brand (Williams et al, 2012).
Satisfaction and Trust
Satisfaction and trust are inter-related phenomena of an
individual’s behavior. Both psychological
phenomenon works head-to-head in individual’s behavior.
Unlike satisfaction, trust had been considered
and stated as an important element for retaining the customer to
a specific brand (Gounaris, 2007; Lau &
Lee, 1999; Kuusik, 2007). In past, researcher have argued that
experience from brand mediates brand
familiarity and customer satisfaction at a same time, whereas
familiarity enhances customer satisfaction
and altogether these three factors influence the customer’s trust
over a brand (Youl-Ha & Perks, 2005).
Schiffman and Kanuk (2007) in their book consumer behavior
have stated that satisfaction is followed by
trust and trust further leads to customer retention. There are 5
types of customers segmentation regarding
satisfaction (a) loyalists: the type of customer’s who are
extremely satisfied, trust their brand, they have
positive word-of-mouth and also attract other customer’s (b)
defectors: who are hardly satisfied and are
nearly to alter or switch to other brand (c) terrorists: the one

who are below the level of satisfaction and
are the source of negative word-of-mouth for the brand (d)
hostages: this are the customers who are not
willing to have relation with brand but are forced to deal with
due to monopoly of that specific brand or
firm (e) mercenaries: the fifth type of customers who are
satisfied with their brand but they may be alter to
other brand if they it seems them to be beneficial or due to
strong desire towards other brand. In simple
words they are not concerned with any brand but they keep
moving on to others brands on the basis of
benefits or other reasons (Schiffman and Kanuk, 2007).
According to the statement of authors (Schiffman and Kanuk,
2007) the customer value (i.e. ratio of
benefits/cost) regarding a product initiates the customers level
of satisfaction and that level of
satisfaction play essential role in building the level of trust
(loyalists, defectors, terrorists, hostages and
mercenaries) of customer over the brand and the developed
level of trust further decides the customer’s
loyalty towards the brand. In the light of the statement 5 cases
of customer trust can be drawn:
I. Loyalists: the customers who are extremely satisfied or
delighted and their level of trust over a
particular brand are at climax.
II. Defectors: the customers are hardly satisfied and their level
of trust is just enough to buy their
product and they are nearly to alter their brand.
III. Terrorists: the customer whose satisfaction is far more
below their expectation and the level of
trust is at 0.

IV. Hostages: the customers are bound to one brand as it is a
monopolistic approach. Hence,
neither concern of satisfaction nor trust.
Vol.4, No.10, Apr 2015, pp.01-29
V. Mercenaries: brand do not bothers to this type of customers
so there is also no concern of
satisfaction and trust at all in this segment.
THEORETICAL FRAMEWORK
The theoretical framework (fig 1) describes the model of the
brand loyalty. In the model brand loyalty is
the d.v and e-loyalty, brand image, self-congruity and sales
promotion are the independent variables
which intervene customer satisfaction. The level of customer
satisfaction then intervene customer trust
and trust further mediates the brand loyalty.
Research problem
In the light of the literature review and theoretical framework
we focus on the following area of problem:
1) Do the independent variables (e-loyalty, brand image, self-
congruity and sales promotion) have
the impact over the customer’s satisfaction?
2) Does mediating role of satisfaction build customer trust?

3) Is brand loyalty influenced by the mediating role of trust?
Some of the Hypothesis
H1: E-loyalty has a positive relationship with customer
satisfaction.
H2: Brand image has a relationship with customer satisfaction.
H3: Self-congruity has a relationship with customer
satisfaction.
H4: sales promotion has a positive relationship with customer
satisfaction.
H5: customer satisfaction has a relationship with customer trust.
H6: Customer trust has a relationship with brand loyalty.
Figure (1): Schematic Model of
Research
METHODOLOGY
Sample and Procedure
The study is quantitative in nature. The data has been collected
from individuals belonging to different

field of life. Sample of this study has been taken from only one
city, Faisalabad. Teachers, students,
females from domestic and professional life have participated in
data collection. The questionnaire was
Brand Loyalty
Sale
Promotion
Self -
Congruity
Brand
image
E-Loyalty
Customer
Satisfaction
Customer
Trust

Vol.4, No.10, Apr 2015, pp.01-29
developed from two previous studies (Parker, 2005; Deighan
and Shahin, 2011). Total of 30 questions
were included divided into 7 categories. Each category included
4 questions (two additional questions
were included to identify the outliers, i.e. negative questions).
The questionnaires were measured on a 5
point likert scale. Total 450 questionnaires were floated to the
respondents out of which 60 were not
returned. The response rate was 86.67%. 240 were outliers from
the remaining 390 respondents. A total
sample of 150 was included for the data analysis from which the
data for analysis accounted 33.33% of
the total data collected. 53.33% were accounted outliers, and
13.33% accounted as no response. The
respondents have been classified into six groups on the basis of
their age, (a) 15-20, (b) 21-25, (c) 26-30, (d)
31-35, (e) 36-40, (f) 40+, which are mutually exclusive. The
data was collected for 20 brands, comprising of
5 brands from each segments (electronics, foods, daily use, and
clothing). Respondents were also
classified in the basis of their income ranging from, (a) 20-40,

(b) 41-60, (c) 61-80, (d) 80+, (e) none, (in
thousands). Age group was divided into 6 parts, (a) 15-20, (b)
21-25, (c) 26-30, (d) 31-35, (e) 36-40, (f) 40+.
There were 76 males and 74 females from the sample of 150
respondents. Males accounted for 50.666%
whereas the females accounted for 50.444% of the total sample
of 150. The technique used for data
collection was convenient technique of data collection. The
questionnaire included two pages, comprising
of 30 questions divided into 7 sections. Two negative questions
were included to identify the outliers.
Data was collected from Universities, Professional’s, and
respondents from domestic life.
Results
Results and conclusions drawn are given below:
Correlation
Following table depicts the value of correlation between the
variables.
Table (2.0) – Correlation table of variables
Descriptive Table (1.0)
Variables N Minimum Maximum Mean Std.
Deviation
E-loyalty 150

1.60 4.20 3.1773 .46720
Brand image 150
1.75 5.00 3.8083 .65884
Self-Congruity 150
1.50 5.00 3.6033 .60769
Sales promotion 150
1.00 5.00 3.5900 .76975
Customer Satisfaction 150
1.80 4.40 3.4960 .49357
Customer Trust 150
2.00 5.00 3.3650 .56136
Brand Loyalty 150
1.50 5.00 3.4667 .62301
Valid N (listwise) 150

Vol.4, No.10, Apr 2015, pp.01-29
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Correlation Table (2.0)
E-
loyalty
Brand
Image
Self –
Congruity
Sales
Promotion
Customer
Satisfaction
Customer
Trust
Brand

Loyalty
E-Loyalty 1
150
-
- - - - -
Brand Image .222**
.006
150
1
150
- - - - -
Self-Congruity .319**

.0000
150
.538**
.0000
150
1
150
- - - -
Sales promotion .195*
.017
150
.344**
.0000

150
.474**
.0000
150
1
150
- - -
Customer Satisfaction .304**
.0000
150
.521**
.0000

150
.557**
.0000
150
.413**
.0000
150
1
150
- -
Customer Trust .124
.131
150
.434**

.0000
150
.510**
.0000
150
.417**
.0000
150
.421**
.0000
150
1

150
-
Brand Loyalty .185*
.023
150
.415**
.0000
150
.354**
.0000
150
.374**
.0000

150
.444**
.0000
150
.358**
.0000
150
1
150
Vol.4, No.10, Apr 2015, pp.01-29
The correlation table (2.0) depicts the relation among the
variables. The relation between e-loyalty and

brand image is positively correlated (.222**, p<.01). The
relation between e-loyalty is positive and
significantly correlated with self-congruity (.319**, p<.01). The
relation between e-loyalty and sales
promotion is positive and significant (.195*, p<0.05). The
relation between e-loyalty and customer
satisfaction is positive and significant (.304**, p<.01). The
correlation between e-loyalty and customer
trust is not significant (.124, p>.05). The relation between e-
loyalty and brand loyalty is measured to be
positively significant (.185*, P<.05).
The correlation between brand image and self-congruity is
positively significant at the level (.538**, p.01).
The relation between the sales promotion and brand image is
positively significant (.344**, p<.01). The
relation between customer satisfaction and brand image is
recorded to be positively significant (.521**,
p<.01). The relation between the customer trust and brand
image is also recorded to be significantly
correlated (.434**, p<.01). The relation between brand image
and brand loyalty which is dependent
variable is positively significant (.415**, p<.01). The relation
between self-congruity and sales promotion
is positively significant (.474**, p<.01). The relation between
customer satisfaction and self-congruity is
positively significant which was recorded to be (.557**, p<.01).
Self-congruity is positively and
significantly correlated with customer trust (.510**, p<.01). The
relation between the independent
variable (self-congruity) and the dependent variable (Brand

loyalty) is recorded to be positively
significant (.354**, p<.01). The relation of sales promotion
with customer satisfaction, trust and
dependent variable has been recorded to be significantly
positive (.413**, p<.01; .417**, p<.01; .324**,
p<.01). The relation between the mediator (M1), customer
satisfaction and customer trust was recorded
to be positively significant (.421**, p<.01). The relation
between the dependent variable and the mediator
(M2) is recorded to be positively significant (.358**, p<.01).
Reliability
The reliability of the questionnaires was measured using
cronbach alpha. The cronbach alpha of all the
questionnaire model was recorded above the standard value
(>.60). The reliability of e-loyalty was
recorded to be 0.763. The cronbach values for questionnaires
were recorded to be, e-loyalty (0.763), brand
image (0.662), self-congruity (0.774), sales promotion (0.798),
customer satisfaction (0.815), customer trust
(0.775), brand loyalty (0.653). All the values of reliability do
meet the standard measures (>.60).
Regression
Multiple serial regression approach was used to measure the
significance of the model as there is more
than one predictor that was influencing the dependent variable
(Hayes, 2013). The regression model
included independent variable’s (X), customer satisfaction (M1)
as first mediator, customers trust (M2) as
second mediator and brand loyalty (Y) the dependent variable.
The significance of the model was
measured by 4 ways through two mediators’ satisfaction and
trust.
In regression table (3.1), the significance was measured

between the e-loyalty and the brand loyalty. The
result shows that the direct effect of “X” on “Y” is very weak
which resulted 7%. The indirect effect of
“X” via “M1”was reported to be 13.80%, whereas the path of
influence was also recorded to be above the
zero level (.0290 to .3629). The indirect effect of “X” on “Y”
through “M2” was recorded to be very weak
(3.43%), which is poor and the bootstrap path of influence is
not different from zero. The total effect of the
model was recorded to be 17.23% and different from zero as
determined by the bootstrap confidence
(.0290 to .3629). The results show that e-loyalty is not
significant with the customer trust. In Pakistan the
customer do not buy product from online websites. The reason
is that the products offered at websites are
different from the product that actually exists. Secondly the
consumers in Pakistan are habitual of
bargaining over price. Hence consumers do not trust the price,
quality and the product itself, while
dealing from e-market. However e-loyalty mediates the
customer satisfaction which further mediates and
trust which in result predicts the brand loyalty.
Vol.4, No.10, Apr 2015, pp.01-29
The table (3.2) depicts the values calculated as “Regression
(2)”, shows the significance of the model with

the brand image as the independent variable. Brand image
predicts the brand loyalty via customer
satisfaction and customer loyalty. The direct effect of X on Y is
19.51% whereas the path of influence is
above the level of zero (.0329 to .3573). The first indirect effect
of X on Y via M1 is recorded to be .1338
which is significant because the path of influence is above the
level of 0 (.0329 to .3573). The second
indirect effect which is the influence of X on Y via M2 was
recorded. The results depicted that via M2, X
effects Y by 6.31% which is insignificant because the level of
bootstrap confidence of path of influence is
not different from zero (-.0249 to .1385). The third indirect
effect which is the total effect was recorded to
be 19.69% which is very much similar to the direct effect of X
on Y. The brand image directly and
indirectly influences the brand loyalty. The second regression
table depicts partial mediation. Brand
image influences Brand loyalty in both ways. Either it can
affect directly or indirectly.
The table (3.3) of regression depicts the significance of the
model with respect to the influence of self-
congruity on brand loyalty via M1 and M2. The first effect
shows that X influences Y by 8.47% which is
insignificant because the path of influence is below zero. In the
first indirect process X affects Y by
Regression Table (3.1) – E-loyalty
Antecedent
M1
Coef Se P
M2

Coef Se P
Dependent
Coef Se P
E-Loyalty .3224 .0827 .0001 .1488 .0980
.1310 .0748 .1014 .0237
Satisfaction - - - - - -
.4279 .1050 .0001
Trust - - - - - - .2307
.0886 .0102
Constant 2.4715 .2656 .0000
R=.3052, R-square=.0932,
F= 15.2024, P=.0001
2.8921 .3147 .000
R=.1239, Rsquare= .0153,
F=2.3067, P=.1310
.9567 .4184 .4618
R=.4849, R-square=.2352,
F=14.9639, P=.0000
Regression Table (3.2) Brand Image
Antecedent

M1
Coef Se P
M2
Coef Se P
Dependent
Coef se P
Brand Image .3906 .0525 .0000 .3700 .0631
.0000 .9520 .3566 .0084
Satisfaction (M1) - - - - - - .3426
.1088 .0020
Trust (M2) - - - - - - .1706
.0906 .0618
Constant 2.0086 .2031 .0000
R=.5213, R-square=.2718
F=55.2389, P=.0000
1.9559 .2438 .0000
R=.4343, R-square=.1886
F=34.3977, P=.0000
.1951 .0821 .0187
R=.5108, R-sq=.2609,
F=17.1818, P=.0000

Vol.4, No.10, Apr 2015, pp.01-29
18.39% via M1. This is significant because the path of influence
is greater than zero (.0710 to .3225). The
second indirect effect of X on Y via M2 was recorded to be
9.40% which is insignificant because the path
of influence is below the level of zero. The third indirect effect
shows a significance of the model in
which X effects Y by 27.80% via M1 and M2. The model
depicts a complete mediation. Self-image
congruity of the brand satisfies the customer. The satisfaction
builds the customer’s trust in brand which
in further retains the customer.
The table (3.4) of the regression shows the significance of the
model when the sales promotion will affect
the brand loyalty. The direct effect of the model was recorded
to be X effecting by 14.95% over Y. The
direct effect is significant as the path of influence is above the
level of zero (.0185 to .2805). The first
indirect process was measured to be significant as the table
depicts 10.13% effect of X on Y via M and the
path of influence above the level of zero. The second indirect
process shows a 5.16% effect of X on Y via
M2. The process of influence via M2 is considered to be
insignificant as the path of influence is below the

level of zero. The total influence of the model shows a 15.30%
effect of X on Y which is significantly
similar to the direct effect of X on Y (14.95%). The model is
partially mediated as there is similarity with
the direct effect of X on Y.
Regression Table (3.3) – Self-Congruity
Antecedent M1
Coef Se P
M2
Coef Se P
Dependent
Coef Se P
Self-Congruity .4548 .0554 .0000 .4708 .0653
.0000 .0847 .0959 .3788
M1 - - - - - - .4063 .1120
.0004
M2 - - - - - - .1997 .0951
.0374
Constant 1.8646 .2025 .0000
R=.5574, R-sq .3107,
F=66.7220, P=.0000
1.6685 .2387 .0000
R=.509, R-sq=.25097,
F=51.9316, P= .0000

1.0692 .3598 .0035
R=.4862, R-sq=.2364
F=15.0659, P= .0000
Regression Table (3.4) – Sales Promotion
Antecedent M1
Coef Se P
M2
Coef Se P
Dependent
Coef Se P
Sales promotion .2651 .0480 .0000 .3038 .0545
.0000 .1495 .0663 .0256
M1 - - - - - - .3823 .1036
.0003
M2 - - - - - - .1699
.0913 .0646
Constant 2.5443 .1709 .0000
R=.4143, R-sq=.1709,
F=30.5130, p=.0000
2.2743 .2001 .0000
R=.4166, R-sq=,1766
F=31.36, P=.0000

1.0218 .3529 .0044
R=.5081, R-sq=.2581
F=16.9351, P=.0000
Vol.4, No.10, Apr 2015, pp.01-29
The overall regression analysis had shown the results of direct
and indirect effects of X on Y. The
regression analysis was computed individually for each
independent variable. The regression analysis
significantly justifies the model. The results drawn, depicts that
none of the independent variable has
been proven to be significantly influencing brand loyalty via the
mediating role of customer trust. The
result so far drawn significantly justifies and proves that e-
loyalty, brand image, self-congruity and sales
promotion when provided, satisfies the customer (M1), and
customer’s satisfaction (M1) further builds
customer trust (M2) over a brand. Customer’s trust (M2)
advancing further results in retaining the
customer (brand loyalty, Y) towards a product.
DISCUSSION AND LIMITATIONS
The results computed have shown a significance of the model.
The study proves H1 hypothesis as e-
loyalty is positively significant with customer satisfaction. The
relation between e-loyalty and customer
trust is insignificant. The consumers in Pakistan do not buy
products from online business markets. The

reason is that the product offered at online marketing store is
different from the product that actually
exists. The concept of e-loyalty is at essential stage. The
consumer’s prefer the web stores of the brands to
gather the information regarding their product, but are likely to
buy the product by visiting the outlet of
the brand. The concept of e-loyalty in Pakistan so far is
considered to be the source of information rather
than globalization of business world which allows customer to
buy the product without being physically
involved. Consumer gathers information from web and
physically buys the product, and if the gathered
information is according to the expectations then the consumer
is satisfied and trusts the brand.
Therefore the consumers in Pakistan seek for e-loyalty as a
source of information. H1 is accepted as e-
loyalty mediates customer trust (M1) and M1 mediates customer
trust M2. The H2 hypothesis is also
proved however the result drawn indicates a partial mediation.
Brand image do have a direct as well as
indirect effect on brand loyalty via mediating customer
satisfaction. H3 is also proven from the results
drawn. Congruent point of consumer expectation and the
benefits received from the use of utilitarian
product satisfies the customer. H4 is also proved as there is a
significant relation between the sales
promotion and the satisfaction of the customer. Brands offering
sales promotion satisfy the customer at
that time, when the consumer receives the desired benefits from
the product after the reduction from
price. Slight change in price results in consumer satisfaction
which further built trust and as result,
customer retains to the brand. If the product is offered at a low
price, but it doesn’t fulfill the desired
need of the product, the customers trust over a brand will not be
built. H5 is also proven by the results

drawn so far. When the customer will be satisfied after these
factors, the trust of customer will be
stronger over the brand. H6 is also proven as the trust of a
customer over brand will naturally stick
him/her to the brand. All of the hypotheses are accepted.
Limitations
Brand loyalty is a vast topic hailing from the field of consumer
behavior. The aim of the study was to
determine the factors which influence the loyalty and helps the
situation to take place in which customer
switch from one brand to another. Brand loyalty is not
consistent to specific factors predicting it. The
reason for including these factors was that they were not yet
considered in the business environment of
Pakistan. Brand loyalty can also be explored in the area of
psychology. Psychological factors also play a
vital role in predicting the customer’s loyalty.
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