Re-configuring customer value co-creation in the internet banking dyad: examining service quality, digital efficacy, flow experience and E-satisfaction

Substantial literature has addressed firm-level competencies that drive online customer satisfaction. This study examines the role of customer digital efficacy on the link between service quality, flow experience and customer satisfaction in internet banking. Data from 412 customers estimated the model through Structural Equation Modelling (SEM) in AMOS. The findings from SEM revealed the positive and significant influence of e-banking service quality on customer satisfaction, e-banking service quality on flow experience, customer digital efficacy on both flow experience and e-customer satisfaction, and flow experience on e-customer satisfaction. The mediation effect of flow experience on e-banking service quality and e-customer satisfaction was confirmed. However, the moderating effect of customer digital efficacy on e-service quality and e-satisfaction was insignificant. To enhance e-customer satisfaction, banks should leverage internet banking infrastructure that drives optimal flow experiences. Banks should continuously invest in revamping the digital banking features that customers prioritise in e-banking. Enhancing customer digital knowledge and skills through education and training could promote digital encounters that foster better value co-creation. The paper addresses the largely overlooked role of customers in enhancing their online experience and satisfaction by highlighting the interaction of user digital self-efficacy with service quality, flow experience and e-satisfaction in internet banking.