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The Impact of Service Quality on Customer Satisfaction in e banking sector.


The Impact of Service Quality on Customer Satisfaction in e banking sector

Word count 10583


Chapter 01
1.1 Introduction
1.2 Problem Identification
1.3 The statement of Problem
1.4 The purpose of the Study
1.5 Research Questions
1.6 Research Objectives
1.7 Significance of the Study
1.8 The scope of the study
1.9 Definition of Terms
1.10 Chapter outline
Chapter 02
Literature Review
2.1 Introduction
2.2 Focus on Key Customers and Customer Satisfaction
2.3 Organizational efficiency and customer satisfaction
2.4 Customer Knowledge Management and Customer Satisfaction
2.5 Chapter Outline
Chapter 03 – Research Methodology
3.1 Conceptual framework
3.2 Hypothesis Development
3.3 Introduction to Research Methodology
3.4 Research Design
3.4.1 Data Collection Methods
3.4.2 Data Collection
3.4.3 Sample Size
3.4.4 Measurement scale
3.4.5 Data analysis
3.5 Operationalization
3.6 The Method of Constructing the Index
Chapter 4 – Data Analysis
4.1 Introduction
4.2 Descriptive Analysis
4.2.1 Response Rate
4.2.2 Demographic profile of the respondents
4.3 Reliability Analysis
4.4 Hypotheses Test
4.4.1 Relationship between Customer Focus and Customer Satisfaction
4.4.2 Relationship between Organizational Efficiency and Customer Satisfaction
4.4.3 Relationship between Customer Knowledge Management and Customer Satisfaction
4.5 Chapter Outline
Chapter 5 – Discussions, Conclusions and Recommendations
5.1 Introduction
5.2 Summary of the study
5.3 Discussion
5.3.1 Effect of Focus on Key Customers on Customer Satisfaction
5.3.2 Effect of Organizational Efficiency on Customer Satisfaction
5.3.3 Effect of Customer Knowledge Management on Customer Satisfaction
5.4 Conclusion
5.4.1 Effect of Focus on Customers on Customer Satisfaction
5.4.2 Effect of Organizational Efficiency on Customer Satisfaction
5.4.3 Effect of Customer Knowledge Management on Customer Satisfaction
5.5 Recommendations for Further Improvement
5.5.1 Focus on customers
5.5.2 Organizational Efficiency
5.5.3 Customer Knowledge Management
5.5.4 Recommendations for Further Studies

Additional information


Currently, technology play vital role in every industry. Financial sector, among all other modern technology related industries, has been revolutionized by using technology effectively in recent past. Electronic banking (e banking) has become key aspect to create positive perception in customers’ mind by simplifying banking operation. Banks need to improve service quality and customer satisfaction via strong strategic approach to achieve the full potential of e banking. This study has been conducted as a systematic review to identify the impact of service quality on customer satisfaction in e banking sector. This study is developed based on SERVQUAL model developed by Parasuman 1988. This study focus on main service quality aspects that influence on the overall customer satisfaction level in the e banking sector, the influence of service quality aspects on customer satisfaction level, the most sensitive e service quality dimensions toward digital banking customer satisfaction and identify whether there is a difference between e service quality dimensions and customer satisfaction between developed and developing nations. Based on these findings, this study recommend strategies to enhance overall customer satisfaction level in the e banking sector.
According to the study, the overall customer satisfaction of e-Banking sector is determined by service quality dimensions such as reliability, assurance, responsiveness, empathy and tangibility. Responsiveness have the most impact on customer satisfaction and there is moderate correlation between tangibility and customer satisfaction. These dimensions are common for both developed and developing countries. However, customers in developed countries concern on privacy more. Based on the results, this study recommend suitable actions to provide tailored e banking service to customers.

The Impact of Service Quality on Customer Satisfaction in e banking sector.
1.0 Introduction

1.1 Background

Evolution of digital banking features could be identified as one of the key innovation in the technological field in the banking and finance industry. As such a large number of banks have already integrated certain aspects of digital banking concept with the ultimate goal of improving perceived customer satisfaction levels via delivering a high quality, reliable and speed service to the clients (Amin, 2018). E-banking services which came in to action as a result of the said technological innovations have assisted the banking industry to create a strong competitive position against its peers without such technological advances.
By implementation different e-banking service features, the banks have been able to increase the quality, reliability and the speed of the services offered to the customers which has ultimately resulted increased customer satisfaction and enhanced loyalty of the customers towards the brand of the company (Khan et al, 2014). At initial stages, e-banking services of banks were typically limited to accessing the account balances. However, this has now developed to a stage where the customers could deposit cheques, transfer money and real time credit extensions (Kemunto, 2015). These developments in the e-banking services now allow the banks to offer almost all the services to its clients through an online platform.
According to Khan et al (2014), Banks that have integrated digital banking system in to their core system have experienced a clear growth in customer attraction and retention levels and market share. As mentioned above, ease of accessing the services, enhanced quality and increased speed of servicing customers are few main benefits banks have realized after implementing a digital banking system relative to a traditional banking system.

1.2 Rationale

Presently, a large percentage of banks operating in Sri Lanka have incorporated digital banking to service both their corporate as well as individual customers. However, despite having such digital banking platforms, certain banks have not been able to enhance their service quality levels in particular situations. As per Kofi et al (2012), some customers who initially agreed for a digital banking platform have later asked to switch to a traditional banking platform. Delay in executing transactions, lack of reliability, security threats, increased complexity and lack of human interaction are some of the commonly cited reasons for such a switch back from digital banking services to traditional banking facilities. It was identified that some banks found it difficult to maintain the expected service quality due to increased volume levels and lack of necessary infrastructure to support the need level (Kemunto, 2015). Thus, it is essential to use critical data on digital banking service quality, customer satisfaction, customers’ trends, behaviors and anticipations in building up strategic marketing plans or business plans about the emergence of digital banking. Further, banks would be able to get an edge by identifying most significant and sensitive e-service quality elements to prioritize their marketing investments accordingly.

1.3 Scope

This research study will mainly focus on assessing the impact of e-banking service quality on the satisfaction level of the customers by closely evaluating various aspects of service quality. During the initial literature review, it was identified that various studies have been carried out to identify the relationship between s-banking service quality and customer satisfaction in a global perspective. However, it’s important to identify whether there are any differences in these relationships between developed and developing countries. Further, it’s important to identify what are the most crucial or significant e-service quality dimensions in satisfying digital banking customers.