CONCEPTUAL LITERATURE

The study's major variables are discussed in the conceptual literature, which include
mobile banking, online service quality, customer satisfaction, and sustained electronic usage.
This will assist the researchers in gaining a better grasp of the research.

Mobile Banking. According to Al-Khalaf & Choe (2020), e-banking is also known as
online banking and mobile banking. Online banking and mobile banking are two platforms that
banks can use to provide consumers with more convenient services. Customers who use online
banking do so via a computer connected to the internet, whereas customers who use mobile
banking do so via a wireless device. Customers consider portability to be the most critical feature
of the mobile banking industry, according to Khraim et al. (2011). While clients believe
portability to be the most important aspect of the mobile banking business, the use of mobile
banking via wireless demonstrates the distinction between online banking and mobile banking
settings.

Online Service Quality. Mobile banking is an unavoidable concept that ushers in a new
era of business in the expanding global economy. The most important prerequisite for surviving
in a competitive environment and providing the best available services capable of achieving a
lasting competitive advantage is service quality. Delivering high-quality services to customers is
critical to the success of a dynamic and competitive corporate environment (Shankar et al.,
2019).

Furthermore, Choudrie et al. (2018) claim that service quality plays an important part in
determining consumer satisfaction in the mobile banking industry. As a result, improving service
quality helps to implement strategies and make investment decisions.

Customer satisfaction, according to Kocoglu & Kirmaci (2012), refers to the extent to
which a customer's wants, wishes, and expectations for services and products are met. Customers
are encouraged to repurchase and be loyal customers throughout the discount time. Customers'
satisfaction achieved when banking, in other words, is based on customers' expectations (Beigi et
al., 2016).

Additionally, according to Foroughi et al. (2019), a customer's level of satisfaction with a

product or service may be the major justification for creating a repurchase decision, which is the
same notion as the intention to continue using technology (Tran et al., 2019).

Continued Electronic Usage. According to Patel and Patel (2018), the effectiveness of
online banking is ultimately determined by sustained usage throughout the post-adoption phase.
Tsai et al. (2014) investigate the factors of system functionality and satisfaction on users' intent
to continue using online banking services in their research.
 According to continuous usage satisfaction studies, a satisfied customer is more likely to
stay in business (Abdinnour-Helm et al. 2005; Bhattacherjee 2001; Zhao and Lu 2012). A lot of
studies have discovered a link between user satisfaction and the intention to continue using the
service (e.g., Lien et al. 2017; Pereira et al. 2015; Tsai et al. 2014; Zhou 2013). Tsai et al. (2014)
discovered that user satisfaction had a beneficial impact on ongoing IB service using intention in
Taiwan.

SYNTHESIS

As this study likewise aimed to assess the impact of online service quality on customer
satisfaction, the reviewed literature and studies have a clear correlation with the current project.

It was discovered in the studies of Pooya et al. (2020); Kant & Jaiswal (2017);
Vazifehdoost et al. (2014); Islam et al. (2020) that the relationships between service quality and
customer satisfaction show that higher levels of service quality lead to higher levels of customer
satisfaction. Similarly, Heskett et al. (1997); Kashif et al. (2015); Kaur &Soch (2018) found in
their studies that service providing organizations that provide many dimensions of service can
contribute to customer satisfaction, and customer satisfaction can impact customer loyalty.

According to research, efficiency is an important factor in sustaining customer loyalty

and assuring user satisfaction (Raza et al., 2020). The user becomes satisfied and loyal to the
cyber-banking service when their highest expectations are met effectively.

Furthermore, according to Mei et al. (2016), the effectiveness of e-banking services in

terms of reliability has a substantial impact on consumer satisfaction. As according Ayo & Oni
(2016), reliability is explained by the ability of obligations in areas such as correctness of
computations, appropriate registration, and timely delivery of services.

Moreover, Safi and Awan (2018) found that security is crucial in Internet banking in their
research. Customers are uninformed of encryption in many cyber security techniques for
encrypted data packets. In general, these researches imply that ensuring consumer privacy will
improve customer satisfaction. This one was supported by the research of Mei et al. (2016),
which found that protection had a significant impact on customer satisfaction.

Lastly, Fida et al. (2020), Islam et al. (2020), and Mei et al. (2016) concluded that
responsiveness had a high link with customer satisfaction in their different investigations.
According to Sardana and Bajpai (2020), responsiveness has been crucial in meeting consumers'
expectations in the Indian e-banking service.

Additionally, as per Foroughi et al. (2019), a customer's level of satisfaction with a

service or product might have been the main reason for making a repurchase decision, which is
the same conception as the intention to continue using technology (Tran et al., 2019). It was
supported by Tsai et al. (2014)'s study of the IB in Taiwan, which found that user satisfaction has
a positive impact on continuing IB service usage intention.

It's possible that each of their studies is comparable to the current study. This study,
meanwhile, did not imply any form of replication.

BACKGROUND OF THE STUDY

According to Toor, Hunain, Ali, and Shahid (2018), as referenced by Shahriari (2014), E-
banking is the process of offering products and services using electronic and interactive channels
in order to automate the delivery of traditional banking products and services.

Customers that utilize E-banking do not have to visit the bank, as they did in the past, and
wait in line for long periods of time. As there is E-banking, there is also M-banking, or Mobile
Banking, where all service information can be obtained in a wireless given service by the bank
using the client mobile app and backed by technology for both the smooth and easy activities of
banking.

Most developed countries' banking industries were early adopters of e-services and have
been actively involved in their development. The goal was to try to fulfill the needs and lifestyles
of modern clientele, which are always changing (Fakhoury& Aubert 2015). The banking sector
in Lebanon, which is at the heart of the country's economy, has experienced remarkable
expansion, particularly in terms of electronic services. Bank clients' use of E-Banking services
has increased by about 25% to 30% in the last few years ("Bank to the Future," 2013).
Consequently, Lebanese banks are deliberately exploiting advances in E-Banking services to
retain and recruit clients, and are investing heavily in implementing the most up-to-date E-
Banking techniques in order to maintain and enhance their competitive edge. With 200 E-
banking respondents in Chennai District, N. Saravanan (2020) examined the influence of
utilizing E-banking on customer satisfaction. The researcher was able to discover the important
relationship between customer satisfaction and service quality dimension on using E-banking.

The research found that providing higher-quality services can give banks a competitive
advantage. As a result, the study identifies many aspects that can assist raise total consumer
satisfaction in utilizing E banking by at least 70%. Efficiency, system availability, fulfillment,
privacy, contact, responsiveness, and contact are the factors to consider.

As a conclusion, the banking sector's service quality needs to be investigated further

(Kaura et al., 2015; George and Kumar, 2014). It's also crucial to understand the main
determinants of the quality of Internet banking services, as well as how clients evaluate bank
Internet services.