TITLE:
Measuring E-Service Quality and Customer Satisfaction with Internet Banking in India
AUTHORS:
Sindhu Singh
KEYWORDS:
Internet Banking, Service Quality, India, Responsiveness, Efficiency
JOURNAL NAME:
Theoretical Economics Letters,
Vol.9 No.2,
February
25,
2019
ABSTRACT: The objective of this study
is to measure the e-service quality of internet banking and the relationship
with customer satisfaction in India. This study aims to explore the critical
factors of e-service quality of internet banking in India and to measure the
customers’ satisfaction of internet banking on the identified e-service quality
dimensions. A survey method was carried out to acquire data from
650 respondents from India. Exploratory and confirmatory factor analysis was
used to identify the dimensions of internet banking. Multiple Regression
Analysis was used to test the relationship with e-service quality dimensions
and customer satisfaction of internet banking. The study uncovered three factors of e-service
quality, namely, “Responsiveness,” “Efficiency,” and “Perceived Credibility”.
“Responsiveness” found to be the most significant predictor of the e-service
quality of internet banking. The study also found that there is a positive
relationship exists between e-service quality dimensions and customer
satisfaction of internet banking. These findings can be used by banks to improve the service quality of
their internet banking service and thereby to satisfy their customers. The
findings open up many business opportunities to India as well as other Asian
countries. The digital payments industry can concentrate on improving the
security of the payment systems, gateways, and payment networks. Advanced
technologies can be developed to improve the digital payment systems which
offer many business opportunities for creating computers, smartphones, and
innovation in internet and security software. The study findings can be used by banks to improve
the service quality of internet banking and attract more customers towards
using this service. The improvement in service quality comprising of
responsiveness, efficiency, and perceived credibility automatically leads to
the customer satisfaction of internet banking services, which gives competitive
advantages to the banks. This study is an attempt to cover both urban and
rural population of India to understand the digital mindset by studying the
quality perception of internet banking channel.