Research proposal on customer satisfaction and retention to e-banking: a recent

overview in Bangladesh.
Table of Contents
Introduction ............................................................................................................................................ 3
Overview ................................................................................................................................................. 3
Statement of the Problem ...................................................................................................................... 4
Purpose of the Research ......................................................................................................................... 4
Objectives of the Research ..................................................................................................................... 5
Literature Review .................................................................................................................................... 5
Service Quality .................................................................................................................................... 6
Responsiveness ................................................................................................................................... 7
Privacy and Security ............................................................................................................................ 7
Assurance ............................................................................................................................................ 8
Reliability............................................................................................................................................. 8
Conceptual fame work ............................................................................................................................ 9
Variables ............................................................................................................................................... 10
Methodology of the Research .............................................................................................................. 10
Questionnaire design ............................................................................................................................ 10
Research Questions .............................................................................................................................. 10
Testable Hypothesis .............................................................................................................................. 11
Research Design .................................................................................................................................... 11
Research Type ....................................................................................................................................... 11
Data collection ...................................................................................................................................... 11
Data Source ........................................................................................................................................... 12
Sampling Plan ........................................................................................................................................ 12
Measurement and analysis ................................................................................................................... 12
Data Analysis Model ............................................................................................................................. 12
Limitations of the Research .................................................................................................................. 13
Conclusion ............................................................................................................................................. 14
Bibliography .......................................................................................................................................... 14
Questionnaire ....................................................................................................................................... 15

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 Research proposal on customer satisfaction and retention to e-banking: a recent
overview in Bangladesh.

Introduction
E-banking is the waves of the future. It provides enormous benefits to consumers in terms of
case and cost of transactions, either through internet, mobile phone or other electronic delivery
channels. For many consumers, electronic banking means 24- hours access to cash through an
Automated Teller Machine (ATM) or Direct Deposit of pay checks into checking or savings
accounts. But electronic banking now involves many different types of transactions. E-banking
is a form of banking where funds are transferred through an exchange of electronic signals
between financial institution, rather than exchange of cash, cheeks or other negotiable
instruments.

E-banking can provide speedier, faster and reliable services to the customers for which they
are relatively happy. The purpose of this research is to understand the impact of variables of e-
banking on customer satisfaction in Bangladesh. Five service quality dimensions namely
service quality, reliability, responsiveness, assurance, and privacy & security have been
established based on the literature review. These variables have been tested in e-banking to
explore the relationship between service quality and the customer satisfaction and retention .
The data were gathered through survey interview by a structured questionnaire with 200
customers. The study shows that these factors are the core service quality dimensions for
customer satisfaction and retention in e-banking. The study also explores that reliability,
responsiveness and assurance have more contribution to satisfy and retain the customers of e-
banking in Bangladesh.

Growth of Electronic banking in a country depends on many factors, such as success of internet
access, new online banking features, household growth of internet usage, legal and regulatory
framework. Customers" liking is necessary for the banking sector to elevate profitability,
business expansion and accomplishment. Now-a -day’s banking sector is modernizing and
expanding its hand in different financial events every day. In order to survive in the competitive
field of the banking sector commercial banks are looking for better service opportunities to
provide their customer. The paper has been undertaken mainly to find out whether e-banking
can satisfy and retain the customers or not.

Overview
Electronic Banking (e-banking) is the use of banking services, conducted via electronic media
and Internet technology. With the rapid increase in the development and availability of
information and communications technologies, e-banking has become a reality. They are
beginning to transact and transfer funds via the use of e-banking without feeling the need to
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 Research proposal on customer satisfaction and retention to e-banking: a recent
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visit banks. The use of e-banking is becoming popular. This research work will overview the
prospects associated with e-banking as an emerging issue for developing country like
Bangladesh. In order to conduct the research, most of the data will be collected from primary
sources where Interview and Questionnaire are the methods to be followed which are specified
in the data collection method. And Data analysis and Time frame budget shows techniques to
be used for data analysis and time required finishing the whole study respectively. The study
will show how the e-banking services satisfy and retain the customers. The study will also
explore that to enjoy the e-banking services a lot of service characteristics should be ensured
first by the service provider. Then customer will adopt the systems properly. This research
study has done to provide some service quality variables that are liable to satisfy and retain the
customers by rendering right services.

Statement of the Problem

By this study, we will investigate the impact of e-Banking on customer satisfaction and
retention. Developing countries like Bangladeshi banks are not providing e-banking services
properly though some of them are providing a little or some services of e-banking to their
clients. That’s why general banks are threatened to lose their customer. This has enticed to
conduct a survey to find alternative solutions to improve service quality of e- Banking. We
eager to assign to find the factors of e-Banking that can help to improve service quality and
retain customers with satisfaction.

Purpose of the Research

In a constantly changing world of today, where past is replaced by dynamic present and the
dynamic present is being replaced by more challenging future, the old ways of doing things is
no longer valid. Change is permanent and a reality. Those who are not able to keep pace with
the changes are destined to lose the race. Science and technology is changing the way financial
institutions perform their transactions.

Today's banks are shaking by these technological changes. Life has never been so easy,
comfortable, and luxurious. Science and technology have brought our life to this stage. But a
new Technology brings with it not only the potential for success but also a never-ending series
of questions regarding its design, its value to its users, ultimate use and acceptability. With the
change of technology; e-banking becomes the promising issue for developing country like
Bangladesh. Online banking is the preferred transaction method among banking customers.

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 Research proposal on customer satisfaction and retention to e-banking: a recent
overview in Bangladesh.
One reason is that online banking is faster than visiting a bank and standing in line to see a
bank teller. A technological revolution is to be brought by the banks for starting all the services
of e-banking and getting satisfied customers. This research work is designed to fulfil some
objectives which will promote the development of e-banking in Bangladesh.

Objectives of the Research

The following are the major objectives of this study:

 The impact of e-banking on customer satisfaction & retention.

 To examine the present (2022) status of e-banking in Bangladesh.
 To identify the future challenges posed by e-banking in Bangladesh.

Literature Review
With the extensive technology innovation and mobile-communication, we have seen new
financial distribution channels increasing rapidly both in the numbers and form, from ATMS,
telephone banking, PC banking to internet banking. Developing alternative distribution
channels is not only important in terms of reducing costs and improving competitiveness, but
also in terms of financial institution's ability to retain the existing customer case. (Kimball and
Gregor, 2015) as well as to attract new customers. The following terms all refer to one form or
another of electronic banking: personal banking, virtual banking, online banking, mobile
banking, and remote electronic banking are the most frequently used designations. Online
electronic banking system gives everybody an opportunity for easy access to their banking
activities. These banking activities may include; retrieving an account balance, money transfers
(between a user's accounts, from user's account to someone else's account) retrieving an
accounting history, mobile recharge, pay bill, payment, online ticketing, EMI facility etc. Some
banks also allow services such as stock market transactions, and the submission of standardized
accounting payment files for bank transfer to third parties as technology evolves different kinds
of electronic banking system emerge, each bringing a new dimension to the interaction between
user and bank. The ATM is the first well-known system that was introduced to facilitate the
access of the user to his banking activities’-banking is a form of banking where funds are
transferred through an exchange of electronic signals between financial institution, rather than
exchange of cash, checks or other negotiable instruments. Common Wealth Bank of Australia,
(2006) defined E- banking as "A range of banking services that utilizes electronic equipment".
Electronic equipment’s are ATM machine card (plastic), PIN, password, code net code etc.

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 Research proposal on customer satisfaction and retention to e-banking: a recent
overview in Bangladesh.
With the extensive technology innovation and or telecommunication. We have seen new
financial distribution channels increasing rapidly both in the numbers and form, from ATM's,
mobile banking, PC banking to internet banking. A broad range of financial distribution
channels must be available to deliver varying services needs of customers segments.
Developing alternative distribution channels is not only important in terms of reducing costs
and improving competitiveness but also in terms of a financial institution's ability to retain the
existing customer case as well as to attract new customers in future. While the trend within the
banking industry is to replace human tellers with self- service distribution channels. Customers
today are more conscious of the expenses associated with the banking as they are generally
better informed about alternative option. The total costs incurred in using Internet Banking
must be minimal or competitive. Therefore, it is important factor that the boxes have to create
awareness on internet banking to the consumers. The greater the awareness level among
customers offer the e-banking and therefore the higher will be e-banking adoption. Besides
awareness, the service provided by the banks should be perceived to be innovative with high
quality and user friendliness to meet an individual's expectation. E-banking development would
lead to two classes of surviving banks, which are very large banks and small niche ones.
Through the E-banking, smaller banks could compete by offering portals to the services offered
by larger banks with this development, banks could use E-banking to focus a customer need in
order to gain the strongest competitive advantage.

Service Quality
Service quality has become an issue that businesses have focused up on with e-services that
enable electronic communication; information gathering, transaction processing and data
interchange between online vendors and customers across time and space (Featherman and
Pavlou, 2002). In online environments, service quality is defined as the extent to which a
website facilitates efficient and effective shopping, purchasing, and delivery of product and
services (Zeithaml et al., 2002). Santos (2003) described e-service quality in terms of overall
customer evaluations and judgments regarding the excellence and the quality of e-service
delivery in the virtual marketplace. A study by Parasuraman et al. (2005) on the Internet service
quality of online shopping websites resulted in the development of a service quality scale, the
e-SQ scale, consisting of seven dimensions: efficiency, system availability, fulfillment,
privacy, responsiveness, compensation and contact. It is slightly different from the e-SQ scale
developed by Zeithaml et al. (2001) which has 11 dimensions: reliability, responsibility, access,
flexibility, and ease of navigation, efficiency, assurance, security, price knowledge, site

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aesthetics and customization / personalization. Furthermore, a study by Ribbink et al. (2004)
in an e-commerce context (online book and CD stores) the service quality dimensions consisted
of: ease of use, escape, responsiveness and customization.

Responsiveness
Responsiveness “is the willingness to help customers and provide Prompt service” (Zeithaml
et al, 2006). This dimension is concerned with dealing with the customer’s requests, questions
and complaints promptly and attentively. Handling of problems and returns through the site. A
Bank is known to be responsive when it communicates to its customers how long it would take
to get answers or have their problems dealt with. To be successful, companies need to look at
responsiveness from the view point of the customer rather than the company’s perspective
(Zeithaml et al., 2006). Responsiveness also captures the notion of flexibility and ability to
customize the service to customers need. Standard for speed and promptness that’s reflects the
companies view of process requirement may be very different from the customer requirement.
Responsiveness concerns the willingness or eagerness of employees for service provision. It
involves turnaround time of service actions like timely dispatch of a receipt or quickly calling
back the customer (Zethaml et al., 2002).

Privacy and Security

Trust has been identified as an important factor for those financial related internet services;
moreover, empirical study supports that consumers make many online decisions almost solely
on the basis of trust (Avinandan & Prithwiraj, 2003; Urban, Sultan and Qualls, 2000). For
Internet banking, trust plays an extremely important role for the acceptance and use, which has
been supported by both research and empirical studies, especially in developing countries
(Benamati and Serva, 2007). Trust building is very important for internet banking adoption.
Privacy and security concern are the two crucial factors for trust building, which has been
pointed out as the top two factors influencing user adoption. Privacy and security have been
discussed broadly both in academia and practice. Privacy is defined as the ability to control
and manage information about oneself (Belanger, Hiller and Smith, 2002). Security is defined
as the ability to protect against potential threats. From consumers‟ standpoint, security is the
ability to protect consumers‟ information from information fraud and theft in the online
banking business. Customers have doubts about the trust ability of the e-bank's privacy policies
(Gerrard and Cunningham, 2003). Trust has striking influence on user's willingness to engage
in online exchanges of money and personal sensitive information (Friedman et al, 2000; Wang
et al, 2003). Privacy is an important dimension that may affect users' intention to adopt e-based

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transaction systems. Encryption technology is the most common feature at all bank sites to
secure information privacy, supplemented by a combination of different unique identifiers, for
instance, a password, mother's maiden name, a memorable date, or a few minutes of inactivity
automatically logs users off the account. Besides, the Secure Socket Layer, a widely-used
protocol use for online credit card payment, is designed to provide a private and reliable
channel between two communicating entities; the use of Java Applet that runs within the user's
browser; the use of a Personal Identification Number, as well as an integrated digital signature
and digital certificate associated with a smart card system (Hutchinson and Warren, 2003).
Thus, a combination of smart card and biometric recognition using fingerprints offers a more
secure and easier access control for computers than the password method. Zeithaml et al (2000)
developed e-SERVQUAL for measuring e-service quality, identifying 11 dimensions: access;
ease of navigation; efficiency; flexibility; reliability; personalization; security/privacy;
responsiveness; assurance/trust; site aesthetics; and price knowledge. Hence, it is hypothesized
that privacy has a positive effect on customer satisfaction.

Assurance
Assurance refers to the ability the internet banking conveys trust and confidence to their
consumers. Madu and Madu argued that the online banking must ensure that their employees
are knowledgeable about their operation, and courteous in their responses to the customers.
Schneider and Perry suggested some web features that help promote the assurance to
consumers. For instances, providing detailed banks information (e.g. background, mission
statement, announcement, banks handling private data, a direct relationship might be
established among the three concepts. Assurance is defined as “the employees‟ knowledge and
courtesy and the service provider’s ability to inspire trust and confidence” (Zeithaml etal.,
2006). According to Andaleeb and Conway (2006), assurance may not be so important relative
to other industries where the risk is higher and the outcome of using the service is uncertain.
The trust and confidence may be represented in the personnel who link the customer to the
organization (Zeithaml et al., 2006. Assurance is a set of courtesy and knowledge of employees
along their ability to instill confidence. The assurance dimension is taken from an integrated
Assurance is a set of courtesy and knowledge of employees along their ability to instill
confidence. The assurance dimension is taken from an integrated.

Reliability
Reliability means the quality of being dependable or reliable on something (Linand Chin 2007).
Reliability is defined as “the ability to perform the promised service dependably and

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accurately” or “delivering on its promises” (Zeithaml et al, 2006, p. 117). Regarding to service
quality dimension of reliability the internet has big effect on it. Madu2002. Santos 2002 defines
reliability as the ability to perform the promise service accurately and frequently updating the
website. Since most of the online customers are really concerned about the reliability of virtual
service providers. (Yant and fand 2004). (Gilly2002) sate reliability as the product that came
was represent accurately by the website, you get what you ordered from the site the product
was delivered in time promise by the bank. Based on the theoretical review in this study it is
found that reliability is one of the most highly frequently mention dimension in e service
quality. (Parasyraman 1985, Johnston(1988). Reliability is found as important in banking
perspective however it’s different from customer perspective. For internet banking reliability
is mostly based on physical bank. It is important for the bank to conduct business both online
and offline. It is also suggesting that technical function and accurate record provided by internet
should be focused on by banking service provider in on line services. Madu2002. Reliability
involves dependability and uniformity in performance. It means the firm honors the
commitments it makes. Specifically, billing accuracy, proper record maintenance and
delivering the service within acceptable time limit describes the reliability of online services
(Saha and Zhao, 2005).

Conceptual fame work

Customer Satisfaction
& Retention

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 Research proposal on customer satisfaction and retention to e-banking: a recent
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Variables
Based on the research model and hypotheses used, this study uses two variables, one dependent
variables, and two independent variables, namely: the dependent variable (Y) is the level of
customer satisfaction & retention, and the independent variables (X) are service quality,
responsiveness, privacy and security, assurance, reliability.

Methodology of the Research

Appropriate methodology is required for a successful execution of any research work. It helps
to organize and analysis the necessary data and information through a systematic process to
achieve the ultimate objectives of the study. The methodological section of this research
includes the selection of sample, procedure of data collection, statistical tools and models used
for this purpose. The research methodology will involve with designing a questionnaire,
sampling design, collection of data, measurement and analysis of data.

Questionnaire design
Mainly the questionnaire will be designed for the banks doing Electronic banking and e-
banking experts. Several measures and stages will be kept in mind in the process of
questionnaire formulation, because the specific structure of the questionnaire will be able to
test the hypothesis and that will contribute a model. For measuring all the constructs and
variables, the research will include all the relevant items (several sets of questions) that will
operationalize 5 points liker scale.

Questionnaire Design and Pre-test

The respondents responded to questions under each variable on five point Likert Scale with
"Strongly Agree" dictating the highest level of satisfaction, "Not agree" as the highest level of
dissatisfaction. Some demographic questions were also asked for more interpretation of
responses. The developed questionnaire has been pre-tested with a few customers to ensure the
quality of the questions.

Research Questions
1. Does Service Quality Affect Customer satisfaction & retention?
2.Does Responsiveness affect Customer satisfaction & retention?
3. Does security and Privacy affect Customer satisfaction & retention?

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 Research proposal on customer satisfaction and retention to e-banking: a recent
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4. Does Assurance affect Customer satisfaction & retention?
5. Does Reliability affect Customer satisfaction & retention?

Testable Hypothesis
1. Service Quality Affects Customer retention.
2. Responsiveness affects Customer retention.
3. Privacy and Security affects Customer retention.
4. Assurance affects Customer retention.
5. Reliability affects Customer retention.

Research Design
As shown in the diagram of the conceptual framework of the research there are five
independent variables and one dependent variable. The conceptual framework also shows that
there is a direct relationship between the Independent variables and the dependent variable.
Itis very important to explore the type & intensity of this relationship so that the earlier
mentioned purpose of the study can be met. The study will enable the banks to understand the
factors of internet banking which actually helps to improve the Customer satisfaction &
retention. Thus they can plan for their future plan of action or strategies and try to provide a
good internet banking service to retain more customers by satisfying them.

Research Type
This research is Descriptive in nature. Under descriptive research it will be a causal study.
Because the type of study that will be carried out to test the hypothesis and to answer the
research questions will be a causal study. This type of study will show a cause and effect
relationship of the independent and dependent variables.

Data collection
Both primary and secondary data collection methods will be applied for this study purpose. I
will collect primary data from

 Interviews of e-banking experts, customers, Bank officials through questionnaire.

The secondary data will be collected from:

 Central bank of Bangladesh

 Various texts,

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 Daily newspaper,
 IT magazine,
 Articles published on E-banking
 Useful web sites also be searched for this purpose.

Data Source
The study is mainly based on the primary data source and the secondary also. For general
concept development about the short survey in primary sources and questionnaire used for
collecting data about the customer satisfaction in e-banking of commercial banks in
Bangladesh.

Sampling Plan
This study tries to focus on 21 "Quality Characteristics" which were previously found
significant by various studies with few uniquely appropriate characteristics. The respondents
who are using e-banking 0-3 years are considered as sample. This using period is planned
because if the consumers enjoy the services for the long time from any bank they may be biased
to their banks. This period is enough for experiencing the e-banking services. Our total study
population was 100,000 and so 200 sample size was taken. The customers were selected by
random sampling method.

Measurement and analysis

The statistical instruments will be used to gain feedback and clarity of the factor statements
leading to testing of hypothesis. Such as

 Mean
 Average
 SD
 Regression
 Correlation analysis

Data Analysis Model

In this study the customer satisfaction is considered as the dependent variable and the five
dimensions of service quality are namely reliability, responsiveness, assurance, empathy, and
tangibles as the independent variables. The basic model was as follows:

Customer satisfaction in e-banking= (service quality, responsiveness, privacy and security,

assurance, reliability.).

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 Research proposal on customer satisfaction and retention to e-banking: a recent
overview in Bangladesh.
Basically, CSEB= α + Blx1 + B2x2+ B3x3+ B4x4 + B5x5 +e

Where,

CSEB= Customer Satisfaction in E-Banking,

X1= service quality

X2= responsiveness

X3= privacy and security

X4= assurance

X5= reliability

There α is constant and ßs are coefficients to estimate, and e is the error term. Customer
satisfaction in e-banking is dependent variable service quality, responsiveness, privacy and
security, assurance, reliability are independent variables.

Limitations of the Research

There are some limitations for conducting this research are given below:

1. Many respondents have a little knowledge about the e-banking services in

Bangladesh.
2. They have not enough time for responding to the questionnaires.
3. Only urban areas of Bangladesh have considered.
4. Customer satisfaction of particular bank has not dictated.
5. We cannot focus on various modes of E-banking.
6. We have not made comparison with banking practice around the world.
7. We have not provided insight for security in e-banking system.
8. We have not focus on the critical issues on security in e-banking.

In future, research may be done through doing survey on larger number of customers of the
banks and try to understand their satisfaction level on the basis of proxy determinants as level
of satisfaction is a cardinal approach. Moreover, currently transition period is going on due to
the change of the system from the manual to the electronic banking system. At least after 2/3
years if the level of satisfaction is measured then it will be better to identify whether any
structural breakthrough happened among customers of the banks in case of introduction of
electronic banking in the country.

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Conclusion
E-banking becomes one of the most amazing technological and social E-banking becomes one
accomplishments of the 21st century. The rapid development of this new technology will brings
the world in a new dimension of financial transaction. Stay aside from this contemporary
technology will bring us in a least develop to developing countries like Bangladesh, cause our
international as well as national business will face a complex situation. Foreign investor may
reluctant to invest here for the traditional system of financial transaction. Even though e-
banking have been growing, the actual usage of them as well as their sustainability will be a
challenge in Bangladesh if infrastructure problems (lack of internet access, inadequate power
supply) cannot be resolved in parallel. The maturity level of e-services will remain stagnant if
relevant legal frameworks (e.g. electronic payment, electronic ID) cannot be established soon.
On the other hand, every public agency is required to ensure full-time ICT manpower for
system maintenance and regular update of organization's website. It is urged to set-up a central
body for Research & Development (R&D) in the government in order to achieve the quality
and sustainability of the emerging new e-services with better citizen satisfaction. This research
study will be performed for the fulfilment of some objectives which can bring a revolutionary
change in banking system of Bangladesh. So in short we can say that this research will
endeavour to promote E-banking as an emerging issue of developing country like Bangladesh.

Bibliography
Business Research Methods 9th edition by Zikmund

Research Methods for Business 7th edition by Uma Sakaran

Hasan Kamrul, E-Banking in Bangladesh: The Future of Banking

Ali Mohammad Mahboob, "Management Information Systems for today's banking business:
Bangladesh Perspective" South Asian Journal of Management, India, Vol-07, No.1&2

Bank, David, "Smart Cards are open to new attack by Hackers, Say Israeli Researchers".

Basel Committee, "Electronic Money: Provider Issues and Regulatory Structure". Report by
the Working Committee on payments and settlement systems, Basel, June, 1996

Barbara A. Good, "E-Money" Working Paper, Federal Reserve Bank of Cleveland, Economic
Research Department, August, (1997), pp-1-10

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 Research proposal on customer satisfaction and retention to e-banking: a recent
overview in Bangladesh.
Denny S., "Electronic Commerce Challenge", Journal of Internet Banking and Commerce,
Vol.3 no.3, June 1998

Khan, A.R, (2007) "Bank Management" 4th ed. Ruby Publications, pp-312-347

Koprowski, Gene (1996), "The money changers: Digital Cash Innovators Talk Bank, Bits,
Bytes, and Bucks", Fortune ASAP, August 28 pp-68-74.

The Economists, "Digital dollars", March 31, 2003

Thales-e-security, White Paper, (2007), "Security in Banking", www.thales- esecurity.com

Appendix

Questionnaire
Good Morning / Good Afternoon, we are the students of MBA at IBA, RU. We have to submit
a research report on the impact of internet banking on customer retention as a part of our
research. For that we are conducting a survey on e-banking. we would be glad and grateful if
you help us in the process through answering the survey questions.

Personal Information
1. Sex: ฀ Male ฀ Female
2. Age: ฀ 15-25 ฀ 26-35 ฀ 36-45 ฀ 46-55 ฀ 56 above
3. Occupation:
1= strongly disagree; 2= Disagree; 3= Moderate agree;
4= Agree; 5= Strongly agree
1 2 3 4 5
4 You are satisfied in the bank’s service quality.
5 The bank is well known and has a good reputation.
6 The bank provides sufficient information when customer
needs it in case of any problem.
7 The bank helps its customer willingly and provides best
service.
8 The bank resolves any problem very quickly which
encounters with the online transaction.
9 The function of the online transaction is easy to operate
and you rely on it.

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 Research proposal on customer satisfaction and retention to e-banking: a recent
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10 When the bank promises you to do something within a
certain time, it does so.
11 The site of the bank gives sufficient promises to its
customers about their service.
12 The bank provides sufficient and accurate information’s to
its customers.
13 The information context and texts are easy to understand.
14 You are able to get in the site quickly.
15 It is easy to complete a transaction quickly through the
bank’s website.
16 You have enough privacy and security on your
information’s that you have given to the bank.
17 You fill safe in the transaction with the bank.
18 The bank’s site it secures for credit card information’s.
19 The bank will not misuse your information’s.
20 The bank is responsible enough towards its customers.
21 The bank does not do any compromise with the service
quality and service preference.

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