Abstract
The objective of this study is to measure the e-service quality of internet banking and the relationship with customer satisfaction in India. This study aims to explore the critical factors of e-service quality of internet banking in India and to measure the customers’ satisfaction of internet banking on the identified e-service quality dimensions. A survey method was carried out to acquire data from 650 respondents from India. Exploratory and confirmatory factor analysis was used to identify the dimensions of internet banking. Multiple Regression Analysis was used to test the relationship with e-service quality dimensions and customer satisfaction of internet banking. The study uncovered three factors of e-service quality, namely, “Responsiveness,” “Efficiency,” and “Perceived Credibility”. “Responsiveness” found to be the most significant predictor of the e-service quality of internet banking. The study also found that there is a positive relationship exists between e-service quality dimensions and customer satisfaction of internet banking. These findings can be used by banks to improve the service quality of their internet banking service and thereby to satisfy their customers. The findings open up many business opportunities to India as well as other Asian countries. The digital payments industry can concentrate on improving the security of the payment systems, gateways, and payment networks. Advanced technologies can be developed to improve the digital payment systems which offer many business opportunities for creating computers, smartphones, and innovation in internet and security software. The study findings can be used by banks to improve the service quality of internet banking and attract more customers towards using this service. The improvement in service quality comprising of responsiveness, efficiency, and perceived credibility automatically leads to the customer satisfaction of internet banking services, which gives competitive advantages to the banks. This study is an attempt to cover both urban and rural population of India to understand the digital mindset by studying the quality perception of internet banking channel.
Highlights
The Internet and wireless technologies have revolutionized the entire world and transformed business
This study aims to explore the critical factors of e-service quality of internet banking in India and to measure the customers’ satisfaction of internet banking on the identified e-service quality dimensions
The improvement in service quality comprising of responsiveness, efficiency, and perceived credibility automatically leads to the customer satisfaction of internet banking services, which gives competitive advantages to the banks
Summary
The Internet and wireless technologies have revolutionized the entire world and transformed business. Banks are embracing diverse communications technologies through the Internet in order to offer wide-ranging services to their customers to meet customers’ expectations, endure the competitive environment, reduce costs and increase customer convenience. Internet banking allows customers to access banking services online without visiting bank branches. Known as e-banking or online banking, it uses the Internet as the delivery channel to offer banking products to its customers [2]. The service-delivery process for internet banking, in which the customer interacts with the bank’s website, is very different from traditional brick-and-mortar service of banking operations [3] [4] [5]. Offering customers the ability to view transaction details, transfer funds, pay utility bills, or shop online [3] [6], it has transformed the traditional “brick-and-mortar” approach into a “click-and-mortar” model [8]. ICICI Bank was the first bank to introduce internet banking to India, in 1996 [9]
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