Assessment of Customer Satisfaction and Behavioural Intentions in Terms of Customer Service Quality Perception towards Technology- Based Banking Services Provided by Selected Commercial Banks Operating in India

Abstract

The usage of technology-based banking services (TBBS) in India is on rising. The banking customers are using a variety of TBBS as per their requirements. The purpose of the study is to assess customer service quality perception and satisfaction towards TBBS provided by commercial banks in India. The present study used SSTQUAL scale to assess customer service quality perception and customer satisfaction. The study also estimated banking customer’s behavioral intentions regarding their future use of such services. The study surveyed 750 customers based on convenience sampling method of fifteen selected banks operating in India. For the purpose of the study, an equal number of banks from public sector banks, private sector banks, and foreign banks included in the survey. The findings of the study revealed the moderate level of Customer service quality perception and satisfaction towards TBBS provided by selected banks. The study results showed that private sector banks have the highest level of customer service quality perception and customer satisfaction as compared to the Public sector and foreign banks. The findings also validated that customer satisfaction is an antecedent of customer behavioral intentions. The study provides an assessment of customer service quality perception and customer satisfaction towards TBBS provided by selected banks. The bank leaders may get benefited from the results of the study. The bank leaders may work on functionality, customization, design and Enjoyment dimensions of TBBS to make customer satisfied. While making bank customer to reuse the TBBS bank leaders can work on assurance dimension of TBBS.