REVISION

TITLE: The effect of service quality on internet banking using the

Bank of Commerce of teaching personnel on University of Batangas
Lipa City towards customer satisfaction

Introduction:
Technology and the internet have greatly contributed to the change in our current society. The
internet and technologies have brought people around the globe closer and more united just as it has
changed the banking industry. People who used to do manual transactions only, now have access to
online transactions where the internet and technologies have given a new feature to the banking
sector. The competition of the banks has grown so much that the competition of the banking sectors is
becoming more intense and they are becoming more aggressive in competing with their competitors.
Banks are adopting modernized tools to attain customer retention and satisfaction and internet banking
is one tool towards it. Today internet banking has become widely used in the banking services among
the services provide by the banks.

Some banks make an effort to convince clients to transact online instead of using brick and
mortar bank. Some banks have persuaded far more of their customers to use internet banking than
others. The secret of their success? The digital banking teams at the most successful banks have worked
long and hard to design, build and promote internet banking services that meet their customers’ needs
(Benjamin Ensor, 2013).

The researcher chooses to conduct this study due to the fact that although internet banking has
get the attraction of the customers, satisfaction towards the internet banking has become an issue in a
high competitive industry. Further, service quality in electronic markets is becoming an important issue
because customers’ satisfaction of internet services has been constantly changing. Due to the
convenience brought by internet banking to the banks in foreign countries, the major banks in the
Philippines were convinced to also utilize such technology. Internet banking in the Philippines slowly
evolves with the initiatives of the major banks in the Philippines. But despite its growing use and
adoption by many banks in the Philippines, effort on this kind of research is limited to understand
whether the customers are satisfied or not in service quality dimensions of internet banking.

Therefore, this paper is to propose a framework that will facilitate towards understanding the
service quality dimensions including; efficiency, system availability, fulfillment, privacy, contact,
responsiveness and web design that can influence customer satisfactions through the use of internet
banking. The proposed theoretical framework will include the in-depth explanation of the variables
influencing this research and show the relationships among these variables on how they are related to
this study.

The data were collected from the teaching personnel in University of Batangas, Lipa City (UBLC)
who are using internet banking services of Bank of Commerce for the structured and self-made
questionnaires. Data were analyzed using E-S-QUAL AND E-Rec-SQUAL adopted by Parasuraman et al.
(2005).
 This study proposes to know the evaluations/assessments of the respondents on service quality
dimensions in terms of efficiency, system availability, fulfillment, privacy, contact, responsiveness and
web design.

Additionally, this study aims to focus on the level of satisfaction on the perception of UBLC teaching
personnel towards internet banking of the Bank of Commerce. This will also include the causal
comparative between the service quality of internet banking and customer satisfaction. Furthermore,
this paper will also consider the program that concerns the use of internet banking that can expand
learnings, expertise and intelligence on financial management for the customers.

Data Gathering Instrument

This study involved collection of quantitative data to quantify the assessment of respondents
regarding service quality dimensions of internet banking and measure the level of customer
satisfaction based on their perceptions. The research was conducted using a self-made and
structured questionnaire adopted from Parasuraman et al. (2005) further this e-service quality
model also adopted by Kumbhar (2011), Tharanikaran et al. (2017) in their studies, which
included the dimensions of e-service quality scale (E-S Qual) and e-service quality recovery
scale (E-RecS Qual). The questionnaire consists with two parts. Part A includes ES-QUAL, a
multiple item scale consisting of efficiency (eight items), system availability (four items),
fulfillment (seven items), and privacy (three items) dimensions and the E-RecS-QUAL consist of
responsiveness, compensation, and contact. These scale was used to measure internet
banking service quality. While Part B consist with self-made questions regarding the level of
customer satisfaction, this is gathered via five items of questions.
Before conducting the survey, the instrument was validated by consulting the adviser and an
expert in the field of study, specifically a financial advisor or a financial planner. After checking
and validation, the researcher will conduct a pilot survey to 20 person of non-teaching
employees of UBLC as they were not being included in the actual respondents of the study. The
respondents of the pilot testing will be given 2 weeks to answer the survey. Result of the pilot
survey must indicate that there are no difficulties to understand and filling the questionnaire
hence the researcher collected the data.
The researchers will conduct the study to the teaching personnel of University of Batangas Lipa
City (UBLC) that are using internet banking on Bank of Commerce. The study will be using a
cluster sampling since it is more convenient for the researcher to gather data through to a group
of employees who are surely using internet banking and has the same payroll. The respondent
will be given enough time to answer the survey.
Likert scale will be used with its corresponding interpretation to describe the responses. The
mean was interpreted as follows: Strongly Disagree in the point range of 1.00 - 1.49, Disagree
1.50 - 2.49, Agree 2.50 - 3.49, and Strongly Agree
3.50 - 4.00. The service quality dimensions were interpreted as Strongly Disagree
= Very unutilized, Disagree = Unutilized, Agree = Utilized and Strongly Agree =
Very Unutilized. While customer satisfaction was interpreted as Strongly Disagree
= Very unsatisfied, Disagree = Unsatisfied, Agree = Satisfied and Strongly Agree
= Very satisfied.

Data Gathering Procedure

The researcher had secured an approval from the adviser and dean of the CBAA Department
before conducting the survey to the respondents. After given permission letters to conduct the study,
the permit was then given to the Human Resource Development Personnel to provide data of the
teaching personnel of UBLC that will be useful to the study.

Before conducting the survey, the researcher will be sending the respondents a letter through
emails that will include how this study will be beneficial to them to convince them to answer the survey.

Due to the cancellation of residential classes, the researchers will rely on Google Forms to
collect responses from 85 UBLC teaching personnel. They will be given a link that will take them directly
to the survey. The researchers collected the data by means of self-made and structured questionnaire
that comprises their names. The respondents will be given enough time to answer the given
questionnaire on October 15, 2021 for the schedule of retrieval on November 15, 2021. Before
proceeding to the actual survey, the respondents will be informed and explained regarding the purpose
of the study.

After, the respondents have taken the tests; the papers were checked, tallied and the data will
be transmitted to the statistician for the assistance on statistical treatment on data.