Investigating the Influence of Service Quality of Internet Banking on Customer Satisfaction: An analysis of Banks within Shanghai, China (2018)
It is commonly known that customer satisfaction is a key factor of importance within the banking industry, customer satisfaction drives and determines the loyalty and trust that customers relate to specific banks. In this case, modern day banking services should ensure that they provide services that delivery high levels of satisfaction to their customers by enhancing their service quality. This dissertation focuses on analysing and investigating the impact of service quality (SERVQUAL) on internet banking and how it influences customer satisfaction.
To analyse this topic, this dissertation hones in 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 the Shanghai region of China. 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 presented the dimensions of reliability, security/privacy, and website design have a strong and direct 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.
The general objective of this dissertation is to investigate the influence of service quality of internet banking on consumer satisfaction, by evaluating the service quality dimension of reliability (measured in terms of information accuracy, internet banking trustworthiness, timeliness and delivery of services through internet banking), security, and website design (measured in terms of the website functionality, user-friendliness, aesthetic, and responsiveness) in internet banking and their influence on customers satisfaction. The following are the specific objectives of this research:
- 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
The research questions to guide this paper are:
- How does reliability of internet banking influences customer satisfaction?
- How does security/privacy of internet banking influences customer satisfaction?
- How does website design of internet banking influences customer satisfaction?
- 16,000 words – 54 pages in length
- Excellent use of literature
- Excellent analysis of subject area
- Well written throughout
- Includes questionnaire
- Ideal for international marketing students
1 – Introduction
Significance of the Study
Justification of the Study
Structure of the Study
2 – Literature Review
Definition of Concepts
Service Quality and Internet Banking
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
3 – Research Methodology
Collection of Primary Data
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
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
The influence of reliability of internet banking on Customer satisfaction
The influence of Security/Privacy of internet banking on Customer satisfaction
The 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