The Effects and Influence of Service Quality (SERVQUAL) on Customer Satisfaction. A study of Internet Banking – Shanghai Banks, China (2018)

Customer satisfaction plays a fundamental role in achieving customer loyalty and profitability for organisations notably within the banking industry as it determines the level of loyalty and trust that customers have with their bank. Banking services need to ensure that they provide services that give customers maximum satisfaction to their customers by enhancing their service quality. This dissertation investigates and analyses the influence of service quality (SERVQUAL) by internet banking providers and how if effects customer satisfaction levels. The rationale for selecting internet banking is primarily due to the uptake and popularity of internet banking. To analyse this topic, this research focuses on three dimensions of internet banking service quality, which include reliability, security/privacy and website design. To achieve the set objectives, data was collected from five randomly selected banks within Shanghai.

These banks included Bank of Communications, Bank of China, Bank of Shanghai, HSBC Bank, and Hua Xia Bank. From each of these banks, 30 participants were selected randomly creating a sample size of 150 participants. Data was collected using questionnaires, which were administered at different branches of the selected banks. Data was analysed using content analysis. The results showed that the dimensions of reliability, security/privacy, and website design have a strong influence on the satisfaction of internet banking customers. Among the three dimensions, security /privacy of internet banking was identified as having a stronger influence on customer satisfaction compared to reliability and website design.

Dissertation objectives

• To investigate how reliability of internet banking influences customer satisfaction
• To investigate how security/privacy of internet banking influences customer satisfaction
• To investigate how website design of internet banking influences customer satisfaction
• To recommend suitable ways of improving customer satisfaction using internet banking

• 16,000 words – 54 pages in length
• Excellent use of literature
• Good analysis of subject area
• Well written throughout
• Includes questionnaire
• Ideal for international business students

1 – Introduction
Background Information
Research Purpose
Significance of the Study
Research Objectives
Justification of the Study
Structure of the Study

2 – Literature Review
Definition of Concepts
Service Quality and Internet Banking
Consumer Satisfaction
The link between service quality and customer satisfaction
The Influence of Reliability of Internet Banking to customer Satisfaction
The Influence of Security/Privacy of Internet Banking to customer Satisfaction
The Influence of Website Design of Internet Banking to customer Satisfaction
Conceptual Framework

3 – Research Methodology
Research Philosophy
Research Approach
Research Strategy
Research Design
Collection of Primary Data
Target Population
Sampling Method and Data Sources
Data Collection Method and Instruments
Ethical and Access Consideration Issues
Approach to Data Analysis

4 – Presentation and Discussion of Findings
Research Findings
Demographic Results
Concept of Internet banking Service Quality
Contribution of Internet Banking Service Quality Dimension in Customer satisfaction
The Influence of Internet Banking Service Quality on Customer Satisfaction
Participants Opinions and Recommendations
Discussion
Influence of reliability of internet banking on Customer satisfaction
Influence of Security/Privacy of internet banking on Customer satisfaction
Influence of website design of internet banking on Customer satisfaction

5 – Conclusion and Recommendation
Conclusion and Implication of the Research
Contribution and Recommendations
Recommendation for Practice and Future Studies
Personal Reflection

References

Appendix