The direct and indirect relationships among a bank's website dimensions, perceived flow, perceived playfulness, e-banking satisfaction and e-banking loyalty

The aim of this research is to investigate the direct and indirect relationships between banks’ website quality (BWSQ) dimensions, perceived flow (PFL), perceived playfulness (PPN), e-banking satisfaction (EBS) and e-banking loyalty (EBL) perceived by Saudi Arabian e-banking service users using the stimulus-organism-response approach. The primary data were gathered by a questionnaire survey using convenience sampling. A total of 336 usable questionnaires were returned. The collected data were analyzed using SPSS 25 and AMOS 25. The results revealed that there are positive relationships between website quality dimensions and PPN, PFL, EBS and EBL. PPN and PFL play a mediating role between BWSQ and EBS. Furthermore, EBL mediates the PPN and EBL relationship. The study closes with a discussion, including implications, limitations, and the direction of future studies, and a conclusion.