An Integrated Technical and Marketing Approach to E-Banking Customer Satisfaction

Abstract

The use of e-banking services has increased competition for on-line customer satisfaction. Previous research works were done basically in terms of customer satisfaction from either the marketing or technical perspective. While each viewpoint has helped to improve understanding of online customer satisfaction, a framework to unify these views is lacking from the current literature. This study explores customer satisfaction of e-bank service via the integrated technical and marketing perspectives. The data collected from a total of 150 on-line e-bank customers were analyzed to test the hypotheses formulated using SPSS statistical package. Reliability analysis, descriptive and regression analysis were performed. There are seven main variables of marketing and technical factors. The results indicated that although these factors do have a tremendous influence on customer satisfaction, however, not all of them exert the same effect. Therefore, it is very important for researchers to take an integrative approach to determine customer satisfaction with e-bank online. The results of this study offer ideas on further enhancing e-bank customer satisfaction by improving technical and marketing of customer service.