Bank employees' internal and external perspectives on e-service quality, satisfaction and loyalty

The goal of this study is to explain how and why people alter their cognition and attitude toward e-service quality, satisfaction and loyalty, depending on their perspective. We surveyed bank employees from two perspectives: first as employees and internal users for an internal perspective and then as external customers for an external perspective. The results of the empirical analysis indicated a change in e-service quality factor significance and impact and relationships among e-service quality, satisfaction and loyalty. Context- and service-type dependency is empirically confirmed. The moderator variable is type of service. The findings are explained. Theoretical and practical implications are discussed through the lens of theory of reasoned action, the technology acceptance model and expectancy-disconfirmation theory.