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

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.