Applying E-S-QUAL Scale to Analysis the Factors Affecting Consumers to Use Internet Banking Services

In order to measuring internet banking customer perceived e-service quality and study on relationship with customer loyalty in China. This study use Parasuraman, Zeithaml and Malhotra's E-S-QUAL scales to design the research model of this research. Structural equation modeling was used to analyze the data collected from banks' customers in China. The main findings are as follows: 1) the research supported that the four e-SERVQUAL dimensions-efficiency, fulfillment, system availability and privacy are the determinants of Chinese internet banking e-service quality. 2) e-service quality has a positive effect on perceived value, e-customer satisfaction. 3) E-service quality has both direct effect on e-loyalty and indirect effect on e-loyalty through perceived value and e-customer satisfaction.