Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Impact of Services Quality in E-Banking: Evidence from Indian Public Banks

Author(s): Jitender Kumar, Monisha, Ashish Gupta, Md. Chand Rashid and Hari Shankar Shyam

The purpose of this research is to know the important attributes of E-banking services of Public sector banks which impact the customer’s perception through modified SERVQUAL dimensions. Five dimensions Tangibility, Assurance, Empathy, Responsiveness and Reliability were taken into considerations. Data has been gathered from 252 respondents by convenience and snowball sampling method from two nationalized public sector banks using online surveys and field survey within bank premises. Factor analysis, weighted average score, mean score, regression analysis were used to extract the factors and to know the level of satisfaction. 43 items were taken in the questionnaire, which were categorized into five dimensions by using the SERVQUAL model. Key findings of this empirical study includes that the factors having higher factor loading are better satisfiers. All five dimensions i.e. Tangibility, Empathy, Assurance, Reliability, Responsiveness are positively related to the Customer satisfaction. Only two public sector banks of Delhi NCR were considered, further research can be carried out by incorporating private banks. Confining the focus to DELHI NCR may limit generalization of findings to a broader population. There are many studies on the service quality of banks. However, few attempted to find out for the managers to know which dimension of modified SERVQUAL has maximum weightage.