Internet banking and customer satisfaction in Pakistan

Syed Ali Raza · Syed Tehseen Jawaid · Ayesha Hassan

112 citations0/0 files storedQualitative Research in Financial Markets

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Customer Service Quality and Loyalty Technology Adoption and User Behaviour Banking Sector Performance and Management

Abstract

Purpose – This study aims to determine the effects of service quality dimensions on customer satisfaction in Pakistan by using the SERVQUAL model. Design/methodology/approach – A survey research questionnaire of 30 items has been adopted, and the data of 400 respondents were collected from the users of Internet banking of different banks located in Karachi city of Pakistan. Findings – The reliability analysis shows that all dimensions are reliable. Results of the factor analysis confirm the grouping of adopted questioner. At last, the regression analysis indicates a significant positive relationship between assurance, tangibility, reliability and responsiveness with customer satisfaction. Conversely, empathy shows a positive but insignificant effect on the customer satisfaction. Practical implications – It is recommended that the management of online banks has to focus on making the design and content of the Web sites more visually appealing to grab the attention of existing customers, as well as to attract new customers. The management has to take effective measures to further enhance the security and safety of online bank accounts, so that customers can maintain long-term relationships with the usage of online banking. Online banks have to provide more reliable services to the customers at heart to make the customers more comfortable and confident. The management should develop more effective systems to quickly solve the issues of customers. Originality/value – This paper makes a unique contribution to the literature with reference to Pakistan, being a pioneering attempt to investigate the customer satisfaction in the banking industry of Pakistan by using a large sample and advance statistical techniques.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1991Refinement and reassessment of the SERVQUAL scale.1999Adoption of Internet banking by Australian consumers: an empirical investigation 1996Determinants of customer satisfaction in retail banking 2005Consumers’ attitudes towards online and mobile banking in China 2001An empirical investigation of the Turkish consumers’ acceptance of Internet banking services 2001The key determinants of Internet banking service quality: a content analysis

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