Towards Digital Economy: The Impact of Electronic Banking on Customer Satisfaction among the Pakistan Banking Industry

Muhammad Zahid, Muhammad Jehangir and Naveed Shahzad
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Muhammad Zahid: United Bank Ltd. Pakistan, Umarzai Branch, Charsadda, KPK, Pakistan
Muhammad Jehangir: Department of Management Sciences, Abdul Wali Khan University, Mardan, KPK, Pakistan
Naveed Shahzad: Department of Management Sciences, Qurtaba University, Peshawar, KPK, Pakistan

International Journal of E-Entrepreneurship and Innovation (IJEEI), 2012, vol. 3, issue 4, 34-46

Abstract: Information and Communication Technologies (ICT) have changed business operation trends. Information systems are considered a valuable asset and have the attention of the strategic and marketing decision floors. Use of information system and ICT in the banking industry have become indispensable, and have replaced traditional operations with electronic banking concepts. Electronic banking has brought many challenges for strategic managers to achieve strategic goals and overall customers’ satisfaction. This research study aims to investigate the impact of electronic banking in the context of IT usage, ease of use, its usefulness and the customer satisfaction among the Pakistan banking industry. Pakistan’s top five commercial banks were selected in five districts of KPK for data collection. Three hundred and three electronic banking customers were interviewed through a questionnaire containing 21 relative questions. The SPSS is used for the analysis, on data collected through the questionnaire. Descriptive analysis, correlation, regression and ANOVA have been computed for the results interpretations. From these results, it was found that the customers strongly agree to use information technology for banking operations, but they believe that the use of electronic banking has problems. The management should focus on its method of use. The customers suggested that the electronic banking operations should be simplified, should be user friendly, should be easy to understand, and thus its usefulness will enhance in achieving highly satisfied customers.

Date: 2012
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