Nexuses between the digital banking services, customer satisfaction and customer loyalty: empirical evidence of Afghanistan International Bank (AIB)

For decades, the banking industry has worked in a relatively stable environment, but it has become unexpectedly aggressive and competitive after the emergence of electronic banking. This study investigates the impact of Internet banking, mobile banking, credit cards, and ATMs on customer loyalty in Afghanistan. It aims to understand the mediating effect of customer satisfaction on the relationship between digital banking factors and customer loyalty. The research uses a descriptive method to analyze the relationship between independent and dependent variables. The study uses a five-point Likert scale survey to assess Afghans interested in digital financial services in Kabul, Herat, and Kandahar cities. The study employs a quantitative research design and uses PLS-SEM and other statistical methods to examine the population's variables and relationships. The study reveals a negative relationship between Internet banking and customer satisfaction, but mobile banking and debit cards have a positive effect on customer satisfaction and loyalty. Debit cards and ATMs also contribute to customer satisfaction. ATMs have an insignificant impact on customer satisfaction. Customer satisfaction has mediated the relationship between Internet banking, mobile banking, debit cards, and customer loyalty, while customer satisfaction has not mediated the relationship between ATM and customer loyalty. Keywords: Internet Banking, Mobile Banking, Debit Card, ATM, Customer Satisfaction, Customer Loyalty.