The Impact of E-Banking on Customer Satisfaction: Evidence from Banking Sector of Pakistan

Areeba Toor, Mudassir Hunain, Talha Hussain, Shoaib Ali and Adnan Shahid

Journal of Business Administration Research, 2016, vol. 5, issue 2, 27-40

Abstract: Customer satisfaction is imperative for the incessant survival of any organization around the world. This research work intends to investigate the impact of E-banking variables on customer satisfaction in Pakistan. Five service quality dimensions; reliability, responsiveness, assurance, tangibles and empathy, derived from the SERVQUAL model with support of literature review have been selected as forecasters of customer satisfaction in E-banking. Research design of the study is quantitative. Data has been gathered through already tested questionnaire from 264 E-banking users as respondents, from different cities of Pakistan. Results of the study have revealed that there is momentous relationship between service quality dimensions and customer satisfaction in E-banking in Pakistan, with more weightage of reliability, responsiveness and assurance among the five dimensions. Through this study we can conclude that service quality in E-banking leads to satisfied customers and thus banks can gain competitive advantage by offering better-quality services to their customers in today¡¯s emulous world.

Date: 2016
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Citations: View citations in EconPapers (5)

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