Impact of e-service innovation on e-service delivery, trust and loyalty: a study of Indian retail banking

Purpose The purpose of this study is to examine the effect of innovation in e-service delivery on trust and loyalty of Indian customers in the banking sector. Design/methodology/approach The stated relationships were drawn on the grounded theories by developing a conceptual model. Purposive sampling technique was used to collect the data from 400 bank customers who were availing the e-innovation services. Findings The findings of the study reveal that e-service innovation has a direct impact on e-service delivery and trust. The existence of a positive relationship between e-service delivery, trust and loyalty in the banking sector of India has also been found. Practical implications The findings of the study would help the practitioners and experts in the related fields to understand and adopt the innovative management practices in financial services in developing country like India. Originality/value Continuous e-innovation can create a distinct competitive advantage and avert the risk of vanishing from the market. The study contributes in terms of e-service innovation and e-service delivery in the banking sector in India. The impact of e-service innovation on banking outcomes begins with e-service and trust, these factors positively influences e-service innovation. Furthermore, e-service innovation exerts a positive effect on e-service delivery, trust and loyalty, thereby improving organizational value.