Journal of Management Information and Decision Sciences (Print ISSN: 1524-7252; Online ISSN: 1532-5806)


The Role of Selected Demographic Variables on Perceptions of Internet Banking Service Quality, Value, Satisfaction and Loyalty

Author(s): Ephrem Habtemichael Redda, Jhalukpreya Surujlal

This study aims to determine the role of selected demographic variables on perceptions of Internet banking service quality, customer value, satisfaction and loyalty. Data were collected from a sample of Internet banking customers (n=310) through snowball and convenience sampling, using the mall-intercept and survey monkey from Southern Gauteng, South Africa. The results of the study suggest that customers with higher education and higher income, who use Internet banking for most of their banking needs and who have used it for longer periods of time tend to have more positive perceptions and attitudes about Internet banking services. Gender and age were found not to have any influence on customer perceptions of Internet banking service quality dimension, value, satisfaction and loyalty. These are important considerations for banks as they roll out their Internet banking service to the general public. In this regard, further investigations are required to confirm this particular finding, preferably through a qualitative study.