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A Study On Relationship
Between E-Banking Service Quality, Female Customers Satisfaction And Loyalty |
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| Paper Id :
18122 Submission Date :
2023-09-08 Acceptance Date :
2023-09-21 Publication Date :
2023-09-25
This is an open-access research paper/article distributed under the terms of the Creative Commons Attribution 4.0 International, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. DOI:10.5281/zenodo.8428144 For verification of this paper, please visit on
http://www.socialresearchfoundation.com/innovation.php#8
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| Abstract |
World wide web has transformed the processes and methods with which the businesses are conducted in general and banking industry in particular. With the advancement of information communication and technology and world wide web services are provided to customer through virtual channels or electronic mediums. Further it has also led to drastic change in customers’ expectations and perception about the services they receive. When the business is conducted online customers are at convenience or at advantage thereby enabling them to compare different products and services available online. In addition, due to low switching cost in online business field customers shifting from one organization to another becomes easier. In case of online banking as there is low distinction between products of different banks satisfying and maintaining customer base becomes difficult which can only be possible by providing them higher quality of services in comparison to their competitors. Hence service quality becomes an important aspect in case of online banking. |
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| Keywords | E-Service Quality, Customer Satisfaction, Loyalty, Customer Retention | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Introduction | Worldwide integration or internationalisation and
liberalisation have led to cut throat competition among the business
organisations, as at present it has become easier and faster for the
organisations to operate and compete nationally and worldwide making it
important for business organisations to enhance their productivity and reduce
their costs. Further this competition has been enhanced with the rapid
advancement, development and innovation in information technology, which has
created a equal conditions and opportunities for companies by eradicating
spatial, industrial and regulatory difficulties and problems (Zafar et al.,
2011) Moreover, this development or advancement in technology has changed the
way or process by which services are provided to consumers leading to drastic
change in service industry largely or banking industry specifically (Joseph
& Stone, 2003). Because of this advancement and fierce market competition
service quality becomes a significant aspect, making it necessary to understand
so as to maintain satisfied customer base(Broderick & Vachirapornpuk,
2002). Technology and internet have not only changed the process of providing
services to customers but it has also changed the way customers expect and
perceive the service and service provider itself making it difficult to satisfy
customers and most importantly to retain them. Presently more and more people
are preferring online or e services due to its innate convenience(Meuter et
al., 2000; Szymanski & Hise, 2000) speed, anytime anywhere
availability(Dabholkar, 1996) or flexibility and time saving (Dabholkar, 1996;
Meuter et al., 2000). Especially with regards to online services it has become
very convenient and easy for customers to make comparison of the services
provided by different service providers and the value the customers are
receiving (Santos, 2003) Moreover, online business platform has provided the
advantage of lower switching cost to customers enabling them to switch from one
online company to another with just few clicks, making it crucial to retain
customers in the virtual business world (Reichheld & Schefter, 2000). Same
is the case with banking industry, because of low disparity in products and
services of different banks and lower switching cost due to online presence.
Hence, it important for e-service providers to understand what customer want
and expect from them, satisfying them. However, the most important aspect to be
profitable in this online space is not only customer acquisition but also
retention of old customers is important and for retaining them it is crucial to
satisfy them. Further online banking companies have realised over the time that
other than website presence and low prices, the most important aspect to for
satisfaction and retention of customers
is improving overall service quality(Wang et al., 2003)In addition, where there
are abundant online banking platforms which customers can choose from the focus
of financial organisations is shifting towards customer centric approach, where
the top priority is to create a loyal customer base. However, this loyal
customer base can only be created by creating high level of customer
satisfaction and customers will be satisfied only when high or superior quality
services are provided to them (Gronroos, 2000). Therefore, it becomes crucial
to study the online banking service quality and the association between
e-service quality, customer satisfaction and customer loyalty. E-service Quality: In the recent past countless researchers studied and
analysed concept of service quality and has recognised the significant
importance of service quality in service differentiation and the competitive
edge it provides to organisations over their competitors(Ennew et al., 1993;
Zeithaml et al., 1996). The trend towards service quality first initiated in
the early 1880s when the business organisations begin to understand and
apprehend that mere quality of product, will not ensure to sustain competitive
strength over their business rivals(van der Wal et al., 2002). (Zeithaml et
al., 2000) states that service quality arises out of comparative analysis between
what a business organisation should offer and what it actually gives or
provides to its customers. Based on the early scholarly writings, service
quality can be understood as a concept or approach of measuring as to what
extent delivered service live up to the expectations of customers.(Parasuraman
et al., 1988) outlined service quality as the comprehensive assessment of
service organisations that stems from comparison between organisations actual
performance with customers’ expectations from that organisation. Therefore, the
term of service quality can be explained as the quality perceived by customers
when they make comparison between their expectations from the services and the
service, they actually receive from service organisations. (Gronroos, 2000)
originated the concept of “Total Perceived Service Quality” which means how a
service recipient or customer perceives the distinction between expected and
experienced services. With the introduction of internet concept of online or
virtual service quality becomes popular. Enormous amount of scholarly work has
been done on electronic service quality and it’s a popular research area among
researchers and marketers. Electronic service quality can be stated as
comprehensive assessment or evaluation of online services delivered with
expectations of customers over the virtual or online channel(Santos, 2003) In
the opinion of (Zeithaml et al., 2002)
the electronic service quality is a field where there is a window or opportunity
to provide efficient and effective services to users over electronic media. Customer Satisfaction and customer
Loyalty
Customer satisfaction is a significant facet for the
prosperous growth of every business whether its traditional brick or mortar
system or web business (Ho & Wu, 1999). However, it becomes all more
important in online business where switching cost is less and comparison can be
made easily between different forms and one can shift from one organisation to
another in just few mouse clicks if they are not satisfied. When the customers
are satisfied, they become a favourable or positive source of word-of-mouth
publicity which is by far more effective and efficient than advertising and
print media (Bhattacherjee, 2001) Further it is customer satisfaction which
aids or helps in retention of customer base which is less expensive than
customer replacement (Hill, 1997) Satisfaction is the outcome which stems from
past as well as present experiences of customers and which in turn affect the
future decisions and course of actions of customers about whether to repurchase
goods or services from same firms or not (Stauss & Neuhaus, 1997) By
definition satisfaction means outcome of the assessment made by customers on
the basis of their experience with the product, services or company(Gummerus et
al., 2004). According to (Kotler, 1997) satisfaction can be described as “an
individual’s perception or feeling of pleasure or disappointment which arises
from comparative evaluation of a product’s perceived performance in connection
with their expectations”. Satisfaction level of customers is the crucial and
the significant factor in creating customer loyalty (Anderson & Mittal,
2000) Numerous researches have proved that when the customers are satisfied,
they are very likely to exhibit loyalty behaviour i.e., frequent purchasing or
buying from same organisation (Anderson & Sullivan, 1993; Fullerton, 2003;
Tsai et al., 2006) referrals or recommendations to others resulting in
favourable word of mouth publicity (Anderson, 1998; Heitmann et al., 2007) . By
definition customer loyalty can be elucidated as well established or
deep-rooted commitment to re-buy or re purchase frequently the products or
services which one prefers in future thereby leading to recurring purchasing of
one brand or set despite of situational effects and marketing attempt having
the capacity or capability to generate switching conduct or behaviour (Oliver,
2014). Kotler and Keller (2006) have established major measures of customer
loyalty: repeat purchasing, retention and referrals. Repeat purchasing
signifies that customer tends to buy particular product or service over others.
Further retention means commitment to a particular brand and resistance to
change regardless of unfavourable influence or perception and referrals here denotes
recommending other people to purchase that particular product or service. |
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| Objective of study | The present study has focused on examining the association
between electronic banking service quality, satisfaction level and loyalty
level of female customers. With the help of pre-validated overall service
quality, customer satisfaction and customer loyalty scale primary data from 228
female internet banking users was collected. The study revealed that online
banking service quality is significantly associated with female e-banking
users’ satisfaction which in turn is associated with their level of loyalty.
However, in the study it was discovered that online service quality of banks
has no association with female customer loyalty. |
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| Review of Literature | Several researchers have conducted studies on online service quality in general and e -banking service quality in particular and its relationship with customer satisfaction and loyalty. Review of literature helps one to understand research work already done or existing in our field providing detailed knowledge and exploring the gaps existing in the already done research studies providing scope for widening one’s frame of mind. Here efforts have been made to review some of the existing studies. (Firdous & Farooqi, 2017)examined the association between electronic banking service quality and satisfaction of customers. Through, regression analysis, it was established that e-banking service quality significantly impact customer satisfaction wherein, online banking service quality dimension mainly efficiency, system availability, fulfilment, privacy, contact, and responsiveness had significant impact on satisfaction of customers. (Sehgal, 2017)conducted a study in which he examined the impact of internet banking service quality on customer satisfaction of public sector bank in Northern India. It was found that e-service quality had significant impact on satisfaction wherein, it was discovered that the three service quality factors namely, reliability, accessibility and security had favourable influence on customer satisfaction. (Amin, 2016)found that e-banking service quality had favourable impact on electronic satisfaction which in turn has significant complimentary influence on loyalty of online customers. (Mei Ling et al., 2016) explored the primary factors of customer contentment in the case of internet banking, wherein five factors such as service quality, web design etc. were discovered which impact satisfaction level of consumers. Most importantly it was established that out of these factors’ web design and content, convenience and speed had the most influence on consumer satisfaction. (Al-Azzam & Al-Azzam, 2015) found association among service quality and satisfaction of customers wherein service quality significantly impacts customer satisfaction. Further it was revealed that tangibility dimension involving physical facilities, equipment’s used in the bank, bank staff positively impact customer satisfaction. (Munir, 2015)researched relationship between online banking service quality and customer satisfaction and found that service quality, information quality and system quality had favourable and significant association with satisfaction level of internet banking users in Bangladesh. (Sharma et al., 2014)in their study found that service quality significantly influences customer satisfaction and loyalty. It was established that customer loyalty plays a significant contributing factor in establishing and maintaining competitive edge in service industry in general and banking industry in India. (ALI et al., 2014)conducted a study in which they found that service quality trust and reputation had a notable favourable impact on customer loyalty, and it was further established that the banks should pay greater significance to service quality in creating, developing and maintaining customer loyalty (Gillani & Awan, 2014)established that the perceived service quality is an important characteristic in creating customer satisfaction and trust, further it was developed that satisfied customer will refer and recommend the bank to their friends and family illustrating positive relationship between customer satisfaction and loyalty. Similarly, study conducted by (Msoka & Elizabeth, 2014) found that better service quality results in customer retention and increased customer loyalty. (Al-Jazzazi & Sultan, 2014)researched the key factors of internet banking service quality and their impact on customer satisfaction. Using exploratory factor analysis, the key factors or determinates of e-service quality were found which were: usability, efficiency, security, and web site image and it was determined that they had significant influence on satisfaction of internet banking users. (Dhurup et al., 2014)carried out a survey in which they researched the attitude of customers of South Africa towards internet banking service quality and its influence on customer satisfaction and loyalty. With the help of factor analysis seven key factors of e-banking service quality dimensions: assurance, responsiveness, ease of use, accessibility, fulfilment, speed and accuracy, and contact. The findings of the study revealed that there exists positive association between these online banking service quality dimensions and customer level of satisfaction and customer loyalty. In research conducted in Kerala by(George & Kumar, 2014) on the impact of Virtual banking service quality on the satisfaction of customers wherein they found that except e-service quality dimension efficiency and website features, remaining dimensions which were reliability, responsiveness, fulfilment, and privacy/security had significant influence on customer satisfaction. Further the researchers stressed on instilling confidence among internet banking users about the safety and privacy of transactions to promote the adoption and usage of online banking services. However,(Sakhaei et al., 2014) discovered that all the dimensions mentioned above were associated with customer satisfaction in their study on Iranian Internet banking users. It was found that the dimension reliability has most vital effect on satisfaction of customers whereas website design has least influence. (Camilleri et al., 2013),undertook research in which they examined the perception of customers about internet banking service quality and its impact on customer satisfaction level and further the main factors or determinants leading to adoption of internet banking in Malta. They found five internet service quality dimensions which were explored perception of users about bank service quality and internet banking, inquired about dimensions which were reliability, responsiveness, communication, access and security. Most importantly it was found that internet service quality has significant impact on customer satisfaction with reliability dimension having the most impact on level of satisfaction. (Choudhury, 2013)in their research found that service quality significant influence purchase intentions of customers and reliability is the most significant determinant and after that employee behaviour, tangibles, and convenience. (Ibok & Moses Ikoh, 2013)carried out study on the facets of customer satisfaction in online banking and discovered that main antecedents of online service quality were account access, account use, privacy and security, account control, cost/time effectiveness and ease. Especially it was found that barring cost/time effectiveness all the other factors which were account access, account use, privacy and security, account control, and ease were favourably associated with customer satisfaction whereas cost/time effectiveness were negatively related to customer satisfaction in Nigeria. A study was conducted by (Gupta & Bansal, 2012) on the key determinants of online banking service quality and examined its impact on consumer satisfaction. With the help of factors analysis (EFA and CFA) five aspects of internet service quality was found i.e., efficiency, privacy, reliability, responsiveness, and site aesthetics. Moreover, it was found that all these aspects had significant impact on e-banking service quality altogether and customer satisfaction. Most importantly it was determined that Security/Privacy and efficiency had greatest impact on overall e- service quality of banks and level of satisfaction of customers in the stated order. (McKecnie et al., 2011)undertook a study on the main facets of online banking and their impact on loyalty and satisfaction of customers. The main facets of internet banking service quality were customer service, technology security and information quality, technology convenience, and technology usage easiness and reliability determined with the conduct of confirmatory factor analysis. Further it was found that customer service and technology usage easiness and reliability had significant positive impact on customer loyalty and satisfaction. (Lee & Lin, 2005)undertook research in which they studied the interconnection between online service quality aspects and internet service quality overall, customer level of satisfaction and purchase intentions. With the application of structural equation modelling and confirmatory factor analysis it was determined that barring personalisation dimension, website design, reliability, responsiveness and trust had significant impact on online service quality altogether and customer satisfaction which thereby had significant influence on purchase intention of customers. A study conducted by(Barnes & Howlett, 1998) discovered that service quality is significantly associated with customer retention. Similarly, (Berry et al., 1988) found that service quality perceived by customers had significant favourable association with the customers intention to recommend the organisation to other people. Research Gap A careful perusal of existing literature, shows that there is a plethora of studies on Internet service quality and its association with customer satisfaction and loyalty however there is scant literature available on the association between internet banking service quality and its implications on female customers. Hence the present study was conducted to understand the relationship between internet banking service quality and female customer satisfaction and loyalty. |
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| Methodology |
The study was an exploratory questionnaire-based study. The main aim of the investigation was to examine the relationship between online service quality in context of banks, the level of satisfaction and loyalty among female internet banking users. With the help of a pre structured and pre validated questionnaire, information on perception of internet banking service quality, customer satisfaction and loyalty were collected. The primary respondents i.e., female e-banking users belonging to Tricity i.e., Chandigarh, Panchkula and Mohali were contacted using snowball sampling. A pre-structured and validated questionnaire was transcribed into a Google Form and provided to the participants. A 27-item scale was used to study the perception of internet banking service quality (consisting of seven dimensions Efficiency; System availability; Fulfilment; Privacy; Responsiveness; Compensation and Contact), 2 item scale was used to study the level of female satisfaction and 2-item scale was used to determine the female customer loyalty. The internet banking service quality scale was taken from Parasuraman et al., 2005 and Akinci et al., 2010; customer satisfaction scale was taken from Toor et al., 2016 and customer loyalty scale was taken from Homburg & Giering, 2001. The reliability/ consistency of the questionnaire was checked using Cronbach alpha and it was found that Cronbach alpha for internet banking service quality scale was 0.955 and for customer satisfaction scale it was found to be 0.771 and for customer loyalty scale was 0.957 indicating good internal consistency and strong reliability.
Further the responses were graded to give a higher score for options indicating towards the better or higher level of perception of efficiency /system availability/ fulfilment/ privacy/responsiveness/ compensation/ contact and greater level of satisfaction and loyalty.
A separate Overall E-Service Quality Domain was created by combining the 7 domains (efficiency domain; system availability domain; fulfilment domain; privacy domain; responsiveness domain; compensation domain; contact domain) together.
The methodology of classifying participants based on overall efficiency; system availability; fulfilment; privacy; responsiveness; compensation and contact; customer satisfaction; customer loyalty and overall e-service quality score and assessment of their responses and demographics have been previously described .
Development of Satisfaction and Loyalty assessment model
We developed Binomial Logistic Regression models. First model was developed for the prediction of association of customer satisfaction with overall e-service quality and second model was developed for the prediction of association of customer satisfaction with e-service quality dimensions (efficiency; system availability; fulfilment; privacy; responsiveness; compensation and contact). Further third and fourth model was developed to examine the association of customer loyalty with overall e-service quality and with e-service quality dimensions (efficiency; system availability; fulfilment; privacy; responsiveness; compensation and contact) respectively. At last, fifth model was developed to study the association between customer satisfaction and customer loyalty.
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| Analysis | 228 respondents in all took part in the study. Using SPSS
Version 20 data was analysed. Independent T Test was used to compare continuous
variables, between two groups, , and for the comparison of categorical
variables, Chi square test of Association/ Fisher Exact Test was used. For all
the tests a P-value of less than 0.05 was regarded as statistically
significant. |
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| Result and Discussion |
A total of 228 female internet banking users agreed to participate in the current study. The major characteristics of the participants were age between 25-44 years (65.8%), were post-graduates (58.8%), mostly unemployed (35.1%), having annual family income of Rs 5 Lakhs or less (36.8%), hailing from urban locality (67.5%), having account in Public Sector Bank (65.8%) and majority of females were doing online banking transactions on their own (79.8%). Surprisingly it was observed that still 20.2% of female participants were seeking help from family or friends while doing online transactions and 26.3% respondents mentioned that they (including friends or family) have faced online fraud or harassment while using online banking (Table-1).
Independent T Test, Chi square test of Association/
Fisher Exact Test was used to study whether was any significant difference in
the perception of efficiency; system availability; fulfilment; privacy;
responsiveness; compensation; contact; overall e-service quality and the level
of female customers satisfaction and customer loyalty domain based on
demographic profile and general domain. Following were the major findings
(Table-2):
Efficiency: Overall it was found that out of total
228 respondents’ majority of respondents (54.4%) had better perception of
efficiency of online banking. Further it was found that there exists
significant difference in the level of perception about efficiency based on
age; education level and incidence of online fraud or harassment System Availability: Out of total 228 female internet
banking users who participated in the study, most of the participants
(N=116,50.90%) opined that online banking has better system availability.
Further it was found that there exists significant difference in the level of
perception about system availability based on annual family income and bank in
which respondents have account. Fulfillment: Maximum number of females (N=132,
57.90%) believed that online banking has better fulfilment out of total female
participants N=228. Further it was found that there exists significant
difference in the level of perception about fulfillment based on annual family
income and bank in which respondents have account . Privacy: Overall it was found that out of total 228
respondents’ majority of respondents (61.40%) had better perception of privacy
in online banking. Further it was found that there exists significant
difference in the level of perception about privacy in e-banking based on
education and incidence of online fraud or harassment. Responsiveness: Out of total 228 female internet
banking users who participated in the study, most of the participants
(N=121,53.10%) opined that online banking has better responsiveness. Further it
was found that there exists significant difference in the level of perception
about responsiveness based on level of education and annual family income. Compensation: Maximum number of females (N=136,
59.60%) believed that online banking has better compensation out of total
female participants N=228. Further it was found that there exists significant
difference in the level of perception about compensation based on level of
education and annual family income. Contact: Overall it was found that out of total 228
respondents’ majority of respondents (53.90%) had better perception of contact
in online banking. Further it was found that there exists significant
difference in the level of perception about privacy in e-banking based on
annual family income. Overall E-Service Quality: Out of total 228 female
internet banking users who participated in the study, most of the participants
(N=124,54.40%) opined that online banking has better overall service quality.
Further it was found that there exists significant difference in the level of
perception about overall e-service quality based on age; level of education;
incidence of online fraud or harassment and annual family income. Customer Satisfaction: Overall it was found that out
of total 228 respondents’ majority of female participants (67.50%) had higher
level of customer satisfaction from online banking. Further it was found that
there exists significant difference in the level customer satisfaction based on
age; level of education; background and annual family income . Customer loyalty: Maximum number of females (N=133,
58.30%) had higher level of loyalty towards e-banking out of total female
participants N=228. Further it was found that there exists significant
difference in the level of customer loyalty based on level of education
background and bank in which respondents have account. Binomial logistic regression was applied to study the
association of customer satisfaction with overall e-service quality and
e-service quality dimensions; the association of customer loyalty with overall
e-service quality and e-service quality dimensions and the association of
customer loyalty with customer satisfaction: Following were the results :
First binomial logistic regression model was
developed for the prediction of association of customer satisfaction with
overall e-service quality and it was found that there was a significant
association between customer satisfaction and overall e-service quality
(p-value=0.000) (Table-3). Further the power of the logistic binomial model
developed in the study was 73.7% of the known observations and can be expected
to project future estimates.
In second binomial logistic regression model wherein
association of customer satisfaction with e-service quality dimensions
(efficiency; system availability; fulfilment; privacy; responsiveness;
compensation and contact) was studied and as per the results given in Table-4,
there was significant association of customer satisfaction with efficiency
(p-value=0.001) and privacy (p-value=0.007) dimension. However no significant
association of customer satisfaction was found with other dimensions i.e.,
system availability (p-value=0.490); fulfilment (p-value=0.933); responsiveness
(p-value=0.269); compensation (p-value=0.174) and contact (p-value=0.582).
Further the power of the logistic binomial model developed in the study was
80.3% of the known observations and can be expected to project future
estimates.
For the prediction of association of customer loyalty with overall e-service quality third binomial logistic regression model was developed and as per the results in Table-5, there was no significant association of customer loyalty with overall e-service quality (p-value=0.127). Further the power of the logistic binomial model developed in the study was 58.3% of the known observations and can be expected to project future estimates.
Further, fourth binomial logistic regression model
was developed wherein, association of customer loyalty with e-service quality
dimensions (efficiency; system availability; fulfilment; privacy;
responsiveness; compensation and contact) was studied and it was found that
there exists no significant association of customer loyalty with efficiency
(p-value=0.605); system availability (p-value=0.976); fulfilment
(p-value=0.530); privacy (p-value=0.075); responsiveness (p-value=0.919);
compensation (p-value=0.876) and contact (p-value=0.872) dimensions (Table-6).
Further the power of the logistic binomial model developed in the study was
62.3% of the known observations and can be expected to project future
estimates.
In addition, it was found that customer loyalty is
significantly associated with customer satisfaction (p-value=0.000) (Table-7)
in fifth binomial logistic regression in which association between customer
loyalty and customer satisfaction was evaluated. Further the power of the
logistic binomial model developed in the study was 66.2% of the known
observations and can be expected to project future estimates.
Discussion In the present study total 228 female internet
banking users participated in the study. It was found that majority of female
population participated in the study opined that online banking has better
efficiency (54.4%), system availability (50.90%), fulfilment (57.90%), privacy
(61.40%), responsiveness (53.10%), compensation (59.60%), contact (53.90%) and
overall service quality (54.40%). Further majority of females had higher level
of customer satisfaction (67.50%) from online banking service quality and
loyalty towards e-banking (58.30%). In addition, research revealed that out of total
respondents belonging to age group 25-44 years and 45-60 years majority of
respondents had better perception of efficiency (25-44 years;56.70% and 45-60
years;80%) and overall service quality (25-44 years;54.70% and 45-60 years;75%)
of online banking. Also, it was observed that the proportion of females having
poor satisfaction (46.6%) out of total females belonging to age group 18-24
years (N=58) was higher as compared to proportion of respondents having low
satisfaction with online banking service quality (25-44 years;29.3% and 45-60
years;15%) out of total females belonging to age group 25-44 years and 45-60
years. In addition, it was revealed that out of total females educated above
higher secondary education (Graduation and Post-graduation) majority of them
had high perception about efficiency (graduation;63.30% and
postgraduation;56%), privacy (graduation;71.70% and postgraduation;61.90%),
responsiveness (graduation;65% and postgraduation;53%), compensation
(graduation;68.30% and postgraduation;60.40%), overall service quality
(graduation;66.70% and postgraduation;54.50%) and more customer loyalty
(graduation;61.70% and postgraduation;61.20%). However, the respondents who
have studied below higher secondary education (up to 10th and up to 12th) majority
of them opined that online banking has poor overall service quality,
efficiency, privacy, compensation, responsiveness and had low loyalty towards
e-banking. Regarding annual family income, it was established that majority of
respondents out of total population participated in the study having annual
income of 5 lakhs or less believe that online banking had low or poor system
availability (57.10%), fulfilment (51.20%), responsiveness (58.30%),
compensation (52.40%), contact (58.30%) and overall service quality (53.60%) as
compared to respondents having annual family income more than 5 lakhs.
Proportionately it was found that the females having poor satisfaction (46.4%)
out of total females having annual family income of Rs 5 lakhs or less (N=84)
was higher as compared to percentage of participants having low satisfaction
with online banking service quality (5-10 lakhs;24.1% and more than 10
lakhs;24.6%) out of total females having annual family income of 5-10 lakhs and
more than 10 lakhs. Especially, the current study revealed that the females who
have faced any kind of harassment or online fraud maximum of them opined that
e-banking service quality is poor (58.30%) and had low efficiency (58.30%) and
privacy (51.70%). Moreover, it was found that the out of total females having
account in public bank majority of them said online banking has poor system
availability (54%) in comparison to females having account in private bank who
mentioned that they had good system availability (60.30%). In addition to above,
survey revealed that most females hailing from rural area had low level of
satisfaction (51.40%) with online banking service quality and poor loyalty
(59.50%) towards online banking in comparison to respondents hailing from urban
locality.
Most importantly the current research on female
internet banking users revealed that Feamle customer satisfaction is
significantly associated with overall service quality in online banking and
efficiency; privacy dimension of e-service quality. The result of the current
study corrugates with the studies conducted by (Blut et al., 2015; Firdous
& Farooqi, 2017; Herington & Weaven, 2009; Muyeed, 2012; Sehgal, 2017;
Udo et al., 2010) wherein, they found that service quality significantly
affects customers level of satisfaction in general. In addition, no significant
association was found between female customer loyalty; overall e-banking
service quality and e service quality dimensions i.e., efficiency; system
availability; fulfilment; privacy; responsiveness; compensation and contact.
However, studies conducted by (ALI et al., 2014; Dhurup et al., 2014; Gillani
& Awan, 2014; Msoka & Elizabeth, 2014; Sharma et al., 2014) found that
online banking service quality is significantly related with loyalty of
customers in general. Further it was found that female customers loyalty is
significantly associated with the level of satisfaction of females. Similar
results were found in the studies conducted by (Belás & Gabčová, 2016;
Coelho & Henseler, 2012; Leninkumar, 2017) in which they found significant
relationship between customer satisfaction and loyalty. Hence it can be
inferred from the results that overall e-banking service quality impacts
female’s level of satisfaction, which in turns impacts their loyalty, thereby indicating
that customer’s level of satisfaction acts as a mediator between e-service
quality and customer loyalty. Similar findings were found in the research
studies conducted by (Amin, 2016; Chu et al., 2012; Cronin et al., 2000; Hassan
et al., 2013) whereby it was established that customer satisfaction acts as a
link between online service quality and customer loyalty. |
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| Conclusion |
Banking is the most significant sector
of service sector of an economy where it is very crucial to understand and
fulfil the needs of consumers efficiently and effectively. However, with the
advent and advancement of technology the requirements and anticipation of
customers are changing dramatically and same is the case with the way services
are provided to them. As more and more banks are operating at electronic
platform customers are able to compare the services and products provided by
different banks with one another and also one can easily shift from one bank to
another as cost of shifting from one organisation to another is comparatively
low at online platform. In addition, the products and offerings by different
banks are not that different, hence service quality becomes a critical factor
for gaining competitive edge and satisfying, maintaining the existing customer
base and attracting new customers. The present study focussed on female
internet banking users and it was found that their level of satisfaction was
significantly related with e-banking service quality. Moreover, it was unveiled
that efficiency and privacy are the important dimensions of internet service
quality associated with females’ level of satisfaction. Further it was found
that females satisfaction has significant association with their loyalty with
online banks. Therefore, it is very important for the banks to provide good
online service quality so as to satisfy the customers which in turn will help
in their retention and they will recommend the same to others too. |
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| Endnote | 1. M, P. K., Patil, A., Kakkar, A. K., & Singh, H. (2019). Decoding the Roadmap for Capacity Building of Pharmacology Academicians in Catering to Drug Information Center Services in a Developing Country. The Journal of Pharmacy Technology : jPT : Official Publication of the Association of Pharmacy Technicians, 35(4), 146–154. https://doi.org/10.1177/8755122519841364 |
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