Abstract
This study is aimed to evaluate the relation between SQ dimension of e-banking and CS to know the dimensions having the strongest impact on customer's satisfaction.This study employed a self-administered questionnaire with nine SERVQUAL scale categories and questions about CS to obtain data from 558 respondents.Additionally, PLS-SEM was employed to test the suggested structural model.Findings reported that out of nine dimensions, five dimensions (Reliability, Responsiveness, Tangibility, Convenience and Website Design) have positive and significant influence on CS. Whereas credibility, security & empathy have positive but non-significant effect on CS and cost have negative but insignificant influence on CS. Website Design has highest significant effect on CS followed by reliability, convenience, responsiveness and tangibility. Findings suggest thatall SQ dimensions are important but a particular focus should be given to website design for enhancing CS.
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