Customer Satisfaction

Customer satisfaction with online banking services

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Customer satisfaction with online banking services
M.Tayyeb Masood
Waqar Ahmed
Author, Faculty of Management Sciences
Muhammad Ali Jinnah University, Pakistan
Abstract
The study seeks to discover, what will be the main factors in customer satisfaction of electronic banking services in Pakistan? This paper inspects and study the most important factors in e-banking services in the Pakistan and customer„s evaluation of the electronic banking services. Measurement model is validated in the light of Technology Acceptance Model (TAM) for customer satisfaction assessment in e-banking service quality. This paper provides a model with 08 factors (Independent variables) on the following dimensions: Efficiency, fulfillment, System availability, Privacy, Trust,
Responsiveness, Contact and web site design. Data was gathered through a questionnaire from customers who are using online banking services.
Key words: Electronic banking, Customer satisfaction, Customer service quality, Pakistan

Introduction
The quick extent of technology had made the internet the best channel to provide banking services to customers. Every bank is now considering internet services in its strategy plan to update the banks structure (Tooraj, 2010).
Now customer demands more accessibility to use services that traditional banking cannot offer (Yiu et al, 2007). Online banking is an alternative to visiting service outlets
(HR-focus 2000). People use online services because of more convenience (Meuter,
Ostrom, Roundtree & Bitner, 2000; Szymanski & Hise, 2000), flexibility and more control on the process (Bateson, 2000). For customers in online banking, it is very easy to compare of competing services (Santos, 2003).
In future online banking customer expectations will become higher as increased use of the Internet Mols (2000). In traditional online banking customers have direct contact with the employees but in online

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