Studying the impact of electronic service quality on customer satisfaction in the banking industry (Case Study: Bank Refah Kargaran, Khuzestan)

Author Name(s): Abolfazl khouraki, Leila andervazh*
Author Email:

Abstract

As the first step, this study aims at examining the relationship between dimensions of service quality received and customer satisfaction, and then in the second step, it tries to examine the effects of customer satisfaction on behavioral intentions
(purchase, change, and complaint intentions). The study is applied in terms of purpose, and considering method, it is descriptive, correlational, and survey. Through systematic classification sampling, a sample of 384 was selected for data collection. Structural-equation test result shows that the dimensions of quality of services received (reliability, responsiveness, trustworthiness, empathy, and physical factors) have a significant positive relationship with customer satisfaction. Moreover, customer satisfaction has a significant positive relationship with intention to purchase and a negative significant relationship with intention to change and complaint.

Keywords

service quality, customer satisfaction, intention to purchase, intention to complaint, intention to change, e- banking

Introduction

The advent of information technology has brought about structural changes in the banking system that has led to tendency towards remote banking systems. Several paths have been opened to provide services to customers. The most frequently used paths in banking are respectively ATM banking, internet banking, telephone banking and mobile phone banking (Wan et al., 2003). The World Wide Web has profoundly changed the customers’ expectations in terms of speed, accuracy, price, and service. Geographical distance has lost its meaning and accessibility, ease, and speed of service delivery create competitive advantage for organizations, including the banks. Businesses have to offer the newest and most attractive services to their customers as the customers demand to compete in this complex environment. For the survival of the banks in the competition, bank branches need to change traditional banking methods. Customer preferences and interests in a wide range of products and services are based on a new form of internet, competition based on cost-reduction, customer

Conclusion

The first hypothesis
The results show that the physical factors of quality of electronic services in addition to connection with “customer satisfaction” have a significant positive effect equal to 0.615. As the significance value (7.996) is outside the range ±1.96 and its sign is positive, this hypothesis is confirmed. This result is consistent with the results of the studies by Najafi and Mohammed Pourzandi (2012), Imam Madhi etal. (2011), and Goanglee et al. (2005).

576 total views, no views today

Download PDF File

About the author: admin