26-02-2013, 03:00 PM
Customer Service Quality Perception of Internet Banking
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Abstract
Purpose: The purpose of this study is to find out the determinants that mainly affect the customer service quality perception of internet banking amongst genders and different age groups. Design/methodology/approach: Sample of 120 internet banking customers was used to gather data, which was further utilized to find out how 8 major determinants affect the customer service quality perception of internet banking. Findings: The research found that Web design, security, trust, product diversification, credibility, collaboration, access and communication strongly affect the customer perception about the quality of internet banking service. Research limitations/ implication: The data was gathered from the banks in Bahawalpur which limited the scope of this study particularly to this region so future research can be done to gathered data from all over the Pakistan so that the cross cultural factors could be identified clearly.
Introduction
Providing service to the customers through internet is regarded as internet banking. Web Based services provide the customers with the bundle of easily accessible and manageable services such as reduction in cost of transactions and managing one’s account at hand. (Scullion and Nicholas, 2001; Unsal and Movassagi, 2001; Zeithaml,2002). It also enables the customers to manage their accounts with few clicks, making their services cheap and convenient. The concept of `` e-banking`` emerged along with the growth of internet. Banking industry was urged to develop the web based services due to low cost and to attract customers and increase the efficacy within the banking sector (Rust and Kannan, 2003). To compete in the global world of internet banking it is essential to provide the customer with best possible services (Mefford, 1993). In doing so the difference between the customers’ expectations and the provision of the services by the banks should be determined to evaluate the quality of the services. (Parasurman et al; 1985, 1988)
Conclusion:
This research was conducted to find out the effects of different dimensions on the service quality perception of internet banking. As internet banking is increasing rapidly so it is important for the banks to know the preferences of the customers, when using internet banking. 8 main determinants were taken and their affect on the acceptance of internet banking was measured. Easily navigable website would be comforting for customers and they would prefer to use online services. Trustworthy and secured online system, if provided, would make the decision easy for the customer moving to internet banking. According to our research respondents, it is very important that their transactions and personal information must be fully secured. In case of any query there must not be communication gap and customer have access to the management and banking staff when needed. If banks works on these determinants that it would surely increase its customers using online banking.