Vol. 3 No. 3 (2026): Exploring the Effect of Internet Banking Service Quality on Customer Satisfaction and Loyalty Among College Students

The fintech sector consistently demonstrates potential based on the number of users and its market penetration. This demands that existing players consistently strive for customer satisfaction and loyalty. Within this sector, higher education institutions have adopted internet banking to ensure efficiency, accessibility, and transparency in transactions. Consequently, the researcher conducted a study focusing on college students in a higher education institution to understand their e-satisfaction and e-loyalty regarding internet banking. Through a self-administered questionnaire, the researcher surveyed 227 undergraduate students using internet banking services. The results indicate that respondents view the e-SERVQUAL dimensions of internet banking positively, with efficiency, user-friendliness, and site organization receiving the highest ratings. The respondents also showed high levels of e-customer satisfaction and e-customer loyalty. Using PLS-SEM, it was found that among the modified e-SERVQUAL dimensions, user-friendliness, personal needs, and efficiency significantly impact e-customer satisfaction. The dimensions of e-SERVQUAL accounted for 63.5% of the variance in e-customer satisfaction. Additionally, e-customer satisfaction significantly and positively influences e-customer loyalty, explaining 57.9% of the variance in e-customer loyalty. This research also highlights practical implications for enhancing college students' e-satisfaction and e-loyalty towards internet banking services by focusing on these significant factors.