See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/351308181

IMPACT OF ONLINE SERVICE QUALITY ON CUSTOMER SATISFACTION AND

COMMITMENT

Research · May 2021

DOI: 10.13140/RG.2.2.30038.16960

CITATIONS READS

0 402

4 authors, including:

Dr Shiffu Abrol
Model Institute of Engineering and Technology
4 PUBLICATIONS   6 CITATIONS   

SEE PROFILE

Some of the authors of this publication are also working on these related projects:

Concentration of Online banking View project

Impact of Online Service Quality on Customer Satisfaction and Commitment View project

All content following this page was uploaded by Dr Shiffu Abrol on 04 May 2021.

The user has requested enhancement of the downloaded file.

 IMPACT OF ONLINE SERVICE
CUSTOMER SATISFACTION AND COMMITMENT
QUALITY ON

Professor R.D. Sharma

Chaiman. J&K Board of Professional Entrance Examinations, Jammu
ramjirdsharma@rediflinail.com
Ms Shiffu Abrol
Ph-D. Scholar. Department of Commerce. University of Jammu, Jammu
shiffalisahdev@gmail.com
ABSTRACT
Today the digital revolution has undoubtedly changed almost every aspect of daily
life. The adoption of information technology (1T) applications is no longer a means
for susiaining competitive advantage but an essential weapon not only for survival but
for efjective and gainfiul working of the all types of organisations. There are several
competitive acvantages associaled with the adoption of infornation technology in service
orgunisations, viz. the creation of entry barriers, enhuncement of poductivity and increase
revemIe generalion from new services (Fitzsimnmons and Fitzsimnons, 1997). In fact
sevice qluality is one of the mnain fuctors determining the success of electronic commerce
Sanos, 2003), irade and industry including banking business. This paper neasures the
impact of online sevice quality on customer satisfuction and commitment on the basis
of datu obtained from randomly selected 400 online buanking custonmers from Channi
Himmal colony of Jaummu city: SPSS and other relevant techniques were applied for data
purifcation and analysis. The findings indicate online service quality positively atfecting
customer satisfaction and conmitment measured in terms of responsiveness, empathy
tangibility.
Keywords: Service quality Customer satisfaction, Customer expectation.

INTRODUCTION
The digital revolution has undoubtedly changed almost every aspect of daily life since we
stepped into the twenty first century more than a decade ago. The power of the World Wide
Web and global e-commerce is becoming more significant with the increasing number of people
around the world connected to the internet (Man Siu and Wah Mou, 2005). The adoption
of information technology (IT) applications is no longer a means for sustaining competitive
advantage but an essential weapon for all types of organisalion. In the same way application of
2 Prof. R.D Shr ma, /s Shifu Albrol

infomalion technology n tle service industry is now provalent nd mternet banking is one ol
the prominent examples. Tlowever developments in information and comnunication technology
have pro ided a platlorm b whieh banks
can design, develop and deliver services that ean
be perceived by eustomers s superior while
aceessing online ehanel for bank ing transactions
(Surjadjaja ct.al. 2003). There re sev eral eompetitive advantages associated with the adoption
of intormation technology in service organisations viz., ereation of entry burriers, enhancement
of productin ity nd nerease of revenue generation from new services (Fitzsimnons and
itzsimnmons, 1997). In fact service quality is oe of the nain lactors that determines thie suceess
or falure ol electronie eommerce (Santos, 2003). It is very important component in any banking
business. It is the ditlerence between customer expeclations for the service encounter and the
perccptions of the services received (Oliver, 1980), It can also be defined as "the consumer's
0verall impression of the relative
inferiority/superiority of
the organisation and its
(Bitner et.al. 1990). Aceordingly, serviee quality is detined as how well a delivered service level
services
matches customer expectation which ereates eustomer satistaction and eustomer commitment to
use those services.

REVIEW OF LITERATURE
Service quality is very important component in business. Customers judge quality as low
if performance does not meet their expectations and as high when it exceeds the same (Oliver
1980). E-SERVQUAL covers all aspects that customers contront with a bank's website -the
extent to which a bank's website enables a customer to know his/her account balances, transfer
fund and get up to date status of accounts. There are a lot of studies on measuring e-service
quality of internet banking. For instance, Hassan, et al (2012) finds deternninants affecting
the customer service quality perception of internet banking and found website design, trust.
security. product diversification, credibility, collaboration, access and communication strongly
affecting the customer perception about the quality of internet banking services. Kadir et al
2011) studied the effects of services offered by Malaysian Banks through online media and
ATM's on customer satistaction on the basis of cleven dimensions of e-SERVQUALL viz. ease
of navigation. trust and assurance, privacy, responsiveness, reliability, customisation, acsthetie
design. efieieney, access and price and five dimensions for ATM SERVQUAL viz. reliability.
assurance. tangibles. empathy and responsiveness and found hat out of eleven dimensions of
e-SERVQUAL, three dimensions viz. responsiveness, customisation and tlenibility were unable
to respond to customer's needs whereas on the otlher hand, wo dimensions i.e tangibles and
responsiveness were unable to fulfil demand. Ravichandran et al (2010) examined the intluenee
of service quality on bank customer behavioural intentions on the basis of three dimensions ie
tangibility. responsiveness and empathy. Dixit and Data (2010) identify the perceived service
quality dimensions of internet banking and their impact on eustomer satistaction and loyalty in
internet banking and found factors such as perveived value. pereeived service quality, customer
satisfaction and their loyalty having a signiicant impuct on eustomer aceepnee vf online
banking. Munusamy, C'hellial1 and Mun (20010) eniamined the level of customer satistactivn
iand services rendcred in the bankimg industry in Maliaysia on the basis of five dimensions ot
 (uality Customer Sutisfaction.. /3
hpuct of (Onlne Service
n

service quality i.c assuramce, enipatlhy, reliability, ressponsiveness and tangibility. Similarly
online banking service quality and
Baskar and Ramesh (2010) examined the linkage between
customer satisfaction on the basis of data collected from 400 randomly selected respondents
studies the impact
and found significaut positive impact on customer satisfaction. Nupur (2010)
of reliability. responsiveness d assuranee, empathy and tangibles on customer satisfaction
assurance having inore
contribution
in Bangladesh and found reliability, responsiveness and
tool developed by
to satisty the customers of in Bangladesh. The measurement
e-banking
includes ten dimensions
Parasuraman, Zeithaml and Berry in 1985 to measure service quality
access, competence, courtesy.
Vi7, tangibility. reliability. responsiveness, communication,
were later in 1988
reduced to five dimensions
cedibility, security and understanding which
a s s u r a n c e and empathy
to measure service quality.
1Z. tangibles. reliability, responsiveness.
on customer satisfaction
and customer
Hence. to measure the impact of online service quality
Parasuraman. Zeithaml and Berry
commitmen. this paper confines to five dimensions given by
Assurance, and Einpathy.
in 1988 i.e Tangibility. Reliability. Responsiveness,

HYPOTHESES
of personnel
have been defined as physical facilities, equipment and appearance
Tangibles internet
(Parasuraman et al, 1988). 1ssues related to online banking are website development.
basis (Bellini et al. 2005). Thus
the following
facilities. safety and convenience on tangible
hypotheses are proposed:
satisfaction.
Hi: Tangibility has a positive effect on customer

effect on customer commitment.

H2: Tangibility has a positive
is defined as theability to perform the promised service dependably and
Reliability consider reliability as
(Parasuraman et al., 1988). Nguyen and Leblanc (2001)
accurately which could be related to
that can be most reliable indicator of service quality
reputation
the following hypotheses are formulated:-
customer's past experience. As such,
customer satisfaction.
H3: Reliability has positive effect on
customer commitment.
H4: Reliability has positive effect on
customers and provide prompt service.
Responsiveness is defined as willingness to help
and positive effect on customer satisfaction (Jun
Responsiveness is likely to have an inmportant
and Cai. 2001: Diaz and Ruiz, 2002: Joseph et al. 2005).
Thus, it is hypothesised that-
satistaction.
15: Responsiveness has positive effect on customer

comnitmenn.
H6: Responsiveness has posítive effect on eustomer

for its
is defined as the caring, individualized attention the tirm provides
Empathy
customers. Empathy is proved to be an intluential factor in generating customer loyalty and
customer commitment (Butehe, 2001; Ndubisi, 2006). Thus, the following are hypothesised:-
H7: Empathy has positive eflect on customer siatistiaction.
18: mpathy has positive ellect on customer conmitment.
4 Prof R.D Shn ma, Ais Sifiu Abrol
RESEARCH METHODOLOGY
The dala for the present
study have been oblained froin both secondary and
in the various journals such as Journal of primary
sourees. The secondary data available
Banking and Comerce, Journal of Banking and Finance. Journal of Internet
journal. and diflerent books have been used at appropriate stages of the Marketing, E-service
study. The primary
data ner collected through a
questionnaire. in order to measure the impact empirically and test
the relationships between variables, from
400 online banking custoners personally contacted
from Chauni limnnat
colony of Jammu city selected through systematic sampling. The first
nespondent was selected randomly, than every eight house is contacted for gathering the
data. Further. the schedule consisted of 10 requisite
items of general information, 25 items relating to
serv ice quality, 20 items
relating to customer satisfaction and 7 items relating to customer
commitment. These items were
developed after reviewing the relevant literature (Munusamy.
Chelliah and Mun. 2010; Yang et al.,2004;
Kumbhar, 2011.Parasuraman et al..1985 etc). The
data were analy sed by using Statistical
Package for Social Sciences (SPSS, version 17) and
AMOS. version 16.
Scale Purification
As already stated the multivariate data reduction technique for factor analysis has been used
with the help of 17.0 version of SPSS, which is most appropriate in studying interrelationships
among v ariables that too with a new set of variables fewer in number than the original ones
(Stewart. 1981). The study used prineipal component analysis with a varimax rotation with the
basie purpose of data reduction. i.e
obtaining scores on a large set of measured variables and
reducing them to scores on a smaller set of composite variables and and thus retaining maximum
information from original varíables (Fabrigar et al., 1995). For deseribing the underlying factor
structure. eigen value equal lo or more than one has been used to determine the number of
components to be extracted for further analysis. Further, the test of appropriateness of factor
analy sis has been verified through KMO measure of sampling adequacy, where value greater
than 0 .50 is acceptable, between 0.50 to 0.70 is mediocre and
0.70 to 0.80 is good, 0.80 to
0.90 is great and above 0.90 is superb (Malhotra, 2002.p-455), which indicates its relevance
for further analysis. EFA was carried out dimension wise to restriet the
number of indicators.
During EFA. 15 items in all from all the latent constructs were deleted to the leading emergenee
of 10 factors from three dimensions.

Reliability and Validity

To check the
internal consisteney and reliability of the data collected the Cronbach's
value has been analysed wherein according to Nunnally (1978) the value above
alpha
0.70 is generally
considered as acceptable eriterion lor demonstrating internal
consistency.
Reliability analysis was conducted betore CTA in order to estublish internal consisteney ot
the items in the data. This led to the exlraction ol lour
imporlmt indicalors for responsiveness
construct. three for empathy construcl, three lor langibility, three lor"
or customer reliability construet, tive
support, three lor websile services, Iwo lor customer oriented
cOntmued usage and four for website commitment.
services, two tor
 Impact of Online Service (Pualily on Customer Satisfaction /5
Construet validity is the extent to whieh a set ofl measured items actually rellect the
theoretival latent consruet designed to measure the impact under reference. Thus. it deals
with the accuracy of measurement. Basically. it is made up of the following three important
components:
Com ergent Validity: The itenms that are the indicators of a specilie construct should
converge or share a high proportion of variance in common. vhich is known as convergent
vahdity. The relative amount of convergent validity among items measured is studied through
tactor loadings and variance extracted.
Factor L0adings: Factor loadings above 0.50 or ideally 0.7 or higher are considered
signiticant and these indicate higher level of convergence.
Varianee Extracted: In CFA, the average percentage of variance extracted (VE) among
a set of construct items is a summary indicators of convergenee. VE is computed as the total
of all squared standardised factor loadings divided by number of items. VE should be 0.50 or
greater to suggest adequate convergent validity.
Composite Reliability: It is also an indicator of overall validity. The rule of thumb for
reliability estimate is 0.70 or higher and reliability in the present case is established as it is
above 0.70 in all the cases (Table 1). High construct reliability indicates internal consistency
meaning thereby that all measures consistently represent the same latent construct.
CR (Sum
=

ofstandardizedlloadings
(Sum of standardizedl loadings) + Sum of error variance terms
Diseriminant Validity: It is the extent to which a construct is truly distinct from other
constructs. High diseriminant validity provides evidence that a construct is unique and captures
some phenomena. which other measures do not. Discriminant validity was assessed with the
variance extracted test recommended by Fornell and Larcker (1981). where variance extracted
should be greater than the squared correlation between the constructs and this condition has
been fully satisfied by all the three constructs.

Table 1:Discriminant Validity

SQ CS CC

SQ 0.50
694**
0.51
(0.481)
466** 0.404**
CC 0.537
(0.217) (0.163)

Diagonal axis show average varince exlracled. Values Within parenthesis are squared
correlation between the dimensions and values wilhout parenthesis
**sig. at 9.01 level. * sig. at 0.05 level.
ar actual correlation values,
6 Prof. R.D). Sharma, Ms Shifju Abrol

Table 2 Descriptive Statistics of Confirmatory Factor Analysis

Dimension Mean F
S.D. R. WtsC.R.| C.V. C. Ratios Value
Serviee Quality

Responsiveness 0.74 0.517 3.786| 0.768|

Admnistrators are never
3.82 1.28 8820.992|
busy to respond enquires

Admnistrators are courteOus

3.64 1.28| .869 0.786| 15.055|
-

|Prompt response for all enquires 4.13 0.71 598 0.474 8.055

Online services free from deficiencies 3.54 145635 0.493 7.774|

Empathy 0.619 0.478 3.671 0.687
Operating hours convenient 3.79 1.12 868 0.807
to customers
|Personal attention in doing transaction 5.695
3.87 1.10 .726 0.699
8.572
Advertised messages are attractive 3.56 1.40 .712 0.516
0.709
Tangibility 0.74| 0.465|
Website is appealing 3.92 0.91 843 0.659
Website provides valuable information 3.96 0.95 .821 0.773 9.469

Bank performs services 3.89 0.96| 574 0.602| 5.055

right first time

0.643 0.504| 2.147 0.744

Reliability
Full confidence in dealing online 3.77 1.09 .794 0.664|
3.52 1.52 8010.773| 10.484
Administrators show
confidence in customers
3.69 1.31.830 0.689 10.577
Information about new
schemes are reliable
Customer Satisfaction

0.818 0.456| 6.944| 0.765

Customer Support
4.27 0.70 .56 0.578
|Happy with bank for online services
12.749
Experience has been good 4.07 0.77| 686| 0.795
Satisficd with custoner suppor 4.06 0.77 672 0.805| 12.3.348

Website provided trusted information .9.26 768 0.47| 9.231

Output formal iS easy to read

4.20 0.910| 680 0.609| 8.382|

Website Services 0.858| 0.513| 5.949 0.723

 Impact of Online Service (ualily on
Customer Satisfaction
/7
Dimension Mean S.D. | F.L. |R. Wts| C.R.| C.V. |C. Ratios|u Value
Satistied with alter sales serviees
3.97 0.82831 0.877
Bank's website is casy to use
4.44 0.55| 649 0.708| 11.784
Satislied with payment system
4.21 0.756| 810 0.518 6.885
Customer Oriented Serviees
0.709 0.408|| 0.571
Satisticd with deposit seheme
4.01 0.77.592| 0.614
nd loan procedure

Deposit seheme meet specilic needs

- 4.02 0.946 .629 0.664| 6.353
Comnmitment

Continued Usage 0.52 0.68 0.744

Customers do not stop using
3.56 74 .867 0.992|
bank website in tuure

Continue to use the services 3.73 1.41 88 0.610 1.22

of bank's website

Website Commitment 0.847 0.50| 0.761|

Visit website if need banking 4.20 1.01.791 .824|
Committed because the 4.02 0.90 .726 0.737| I.170
links are problem free
Committed because bank's website is 4.19 0.86| 665 0.512 1.153|
av ailable in understandable language

Committed because bank take 3.35 1.33 832 0.618 1.220

care of problems properly

CONFIRMATORY FACTOR ANALYSIS

CFA is used to provide a confirmatory test to the measurement theory. It is a way of testing
how well the measured variables represent a smaller number of construets. In the present study,
CFA was performed to assess fitness, reliability and validity of all the atent constructs. Second
order CFA was run on the resultant constructs, which resulted in deletion of one item from
responsiveness, two items from empathy and further two items from assurance. finally resulting
into thirleen items under four constructs of service quality. Further, three items in all from the
construct customer satisfaction and one item trom commitment are also deleted in order to get
goodness of the constructs.
Three models were studied under ClA VIZ. Service (Quality, Customer Satistaction and
Customer Commitnent. All ihe measurement moelis hive been lound to quality CGOF, as all the
values of various iiu indices c m e out to be wilhn the preseribed limits ( Table 3). The variou
TCSujting neasurcment models are as ollows:
8Prot R1) Shua mu, /s Shitiu Ahrol

Table 3: Confirmatory Factor Analysis

Constructs CMINdr RMR| GFI |AGFI TLI CFI RMSEA
SERVICE QUALITY (SQ) 3.403 084 943 894 892 9344 078
CUSTOMER SATISFACTION (CS) 4.119 038 .954 894 903 948 088

CUSTOMERCOMMITMENT(CC).774 023999 969 984 999 044

SERVICE QUALITY
This construct consisted of five measured variables viz. responsiveness, empathy. tangibility
reliability. and assurance. The variable assurance was not carried for further analysis because of
low regression weights of items under this. Thus. the model was of good fit with four variables
as CMINdf = 3.403 and other indices also reveal appropriate fit (RMR = 084, GFI = ,943.

AGFl = 894. TLI = .892. CFI = .934 and RMSEA = .078).

Responsiveness was measured with four indicators viz. administrators are never busy
to respond enquires. administrators are courteous, prompt response for all enquires, online
services free from deficiencies. The econstruct was proved valid owing to satisfactory values of
standardised regression estimates of all indicators, composite reliability (0.74) and a satisfactory
alpha value (0.768).
Empathy was also measured from three indicators viz. working hours convenient to
customers. personal attention in doing transaction online, advertised messages are attractive. The
validity predicting measures revealed satisfactory values, viz. significant standardised regression
estimates. composite reliability (0.619) and satisfactory alpha values (0.687).
Tangibility consisted of three variables viz. website is appealing. website provides valuable
information. bank performs services right first time. This construct was proved to be valid as the
values of standardised regression estimates of all the indictors were satislactory with required
composite reliability (0.74) and alpha value (0.709).
Reliability also comprised of three indicators viz. full confidence in dealing online.
administrators show confidence in customers, information about new schemes are reliable. This
construct was also proved to be valid owing to satisfactory values of standardised regression
estimates along with required composite reliability (0.643) and satisfactory alpha values (0.74)

cUSTOMER SATISFACTION
I he customer satisfaction construct also comprised of three variables viz. customer
support, website services and customer oriented services. The model of this construct was also
fitted well. revealing satisfactory fitness indices as CMIN/df = 4,119, RMR =.038, GFI =954,

AGFI 894. TILI = .903, CFI = .948 and RMSEA = .088.

Customer Support is measured wilh hve indicators viz. eustomers are happy for
online services, experience is good. salisied with customer support, website provided trusted
information. output format is easy to read. The validity predicting measures revealed satistactory
 0 Prof RD Sharnma, Ms Shitu Abrod

(GFL = 0,997). adjusted goodness of fit index (AGFI = 0.965). root mean
approximation (RMSEA = 050) and standardised root mean
square residual
square error of
(RMR
within the acceptable range. The other =.024) are
indices like normal-fit index (NFI), comparative-fit index
(CF) and Tlucker lewis indes (TL) are above 0.90.
data.
exhibiting thereby a reasonable fit to the

Table 4 SEM Results

itness lndices CMIN df RMR GFI AGIT NFI LiC RMSEA
Resulted Values 2.013 024 0.997 0.965 0.993 0.973 0.996 0.050

res
19

)8 Cussat

emp

tan
0
00
cmt e2)
20

rel

Fig.: Structural Equation Model

TESTING OF HYPOTHESIS
It becomes evident from the SEM results that tangibility positively and signitieantly atfects
customer satisfaction (.20), thus accepting lirst hypothesis on the tlines of' Munusamy, Chelliah
and Mun. 2010; Ravichandran, Bhargavi und Kunar, 2010 who stated that tangibility aspect of
online service quality influenees customers behavIoural nlention to alopt thau technology and
henee ereates custonier satislaction. Tlowever Langibilnty Aspect of online service quality has
negative relationship and has no signilicant ellect on eUstornier commitnent, thus leads to the
Tejeclon of second hypothesis (Sureshchander et l., 2003).
 mnat of (ndn Servue uly
om uNtOner Satisfaction
The SEMl results alsun show that
reliability ol online banking service
atlts customer sauistactiom (0.218) and customer comitment (0.331). thusquality positively
Jd fourth hypotheses. Cinguli aand Roy (2010) found customer service and accepting third
casiness nd nelaablity hav nng positive and
technology usage
signilicant impact on customer satislaction and
ialty.Khan and Mahaptra (2009) coneluded that customers are satislied with the reliability
serves provided online
The mpact ot responsiv enes on eustormer satislaction and customer commiliment is also
SSessed through path diagram of SEM, which indicates that responsiveness is significant and
Psitively ateets custonner satistaction (0.19) and eustomer commitnment (0.32). thus accepting
htth and sin hypotheses, Wong. Nexhni and Phau (2008): Sohail and Shaikh (2007) also
tound responsiveness s n inportant indicator of online serviee quality generating customer
satistaction nd loyalty.
Empathy is a non- direet human element interaction that deals with the provision of caring
and indivitualised attention to customers such as e-mail communication (Hackman et al, 2006).
Empathy has signitieant and positive relationship with customer satisfaction. thus acceptance
of seventh hypothesis. This evidence is supported by the findings of Ncdubisi (2006) and Ehigie
2006). in whieh Ndubisi (2006) clearly indieates that customer satisfaction can be achieved
by otieriny personalised, tlexible and adjustable services to suit the needs of the customers.
However empathy aspect of online service quality has negative effect on customer commitment
01). thus rejecting eighth hypothesis. Shanka (2012) found empathy having negative effect
in customer commitnment. Thus, banks are required to give proper training to employees for
prov iding earing and prompt service to their customers.

CONCLUDING OBSERVATION
Delivering customer satistaction is al the heart of modern marketing, including banking
sector. which is a p0st-purchase judgement of consumers. It has a long term impact on the
business because higher satisfaction leads to greater repurchase intention which further improves
the linancial position. The study on service quality in banks is measured by five dimensions
using the SERVQUAL. scale developed by Parasuraman et al..(1988). The analysis of results
reveals that among the five dimensions, assurance is not confirmed according to confirmatory
factor analysis. This may be due to the fact, that online evaluations of service quality are
mainly influenced by the features and the security of online bank websites and they cannot
accurately assess the assurance dimension of SERVQUAL which is defined by the knowledge
and courtesy of administrators (Han and Baek, 2004). Tangibility. reliability. responsiveness and
empathy are the intluential factors generating custonmer satisfaction. Whereas. reliability and
responsiveness are the factors responsible for customer commitment (7atar et al., 2012: Hajra
and Srivastava. 2009). Thus. to conclude ollering of high service quality generates customer
satiyfaction, whieh in tun leads to higher customer commitnient (Casolo et al.2008; Shanka.
2012) Bank managers must adopl stralegies to enhance customer satistaetion, espeeially with
regard to optimising perceived e-service quality. Bank anagers shoulkd also ensure that the
 R) Shima, Ms Shitiu Ahro
12 Prot
betwecen the bank and its
banking environment. the website as interlace
especially
itulemet
as well as practical considerations
the navigational and visual characteristics,
customers. has
2008). Moreover, it is also found that
and ease of use (Rod et al.,
necessary lor security friendliness attitude, politeness,
behaviour, their
more importance to employee
customers attach
attention on
online. Thus banks must pay special
cooperation. promptness in nswering enquires handle customer problems
train them to effectively
hiring competent and friendly personnel, should treat employees as
online. Also. bank nianagers
and trust their employees in dealing for providing good services
tlhem motives and benetits in exchange
their customers. otfering of their bank. Similarly.
to use the services
to bank customers
and thus makes them committed
to enable them
to quality pleasing
provide high
banks are required to invest in their employees
customer services.

LIMITATIONS
consideration. Secondly. data
socio-demographic variables have not been taken into
Firstly. data have been collected
from
internet banking users. Thirdly.
have been collected only from about 3218
Himmat (though quite large having
of Jammu city i.e. Channi
one posh colony thus limiting the generalisability
all sections of the society).
households representing invariably industry, thus a
confined to one online service
that the study
of results. Another limitation
was
future research.
would therefore be desirable in
replication in other settings

REFERENCES
in Organizational Research',
'Assessing Construct Validity
Bagozzi, R.P., & Yi, Y. Phillips (1998).
412-58.
Administrative Science Quartel. 36(3),
Service Quality and Customers',
'Linkage between Online Banking
Baskar S. and M. Ramesh (2010),
445-51.
Industry Journal, 6(3),
Itermational Cross
in Marketing
'Applications of Structural Equation Modeling
Baumgartner, H., & Homburg, C. (1996), Research. 13, 139-61
Journal of Marketing
Consumer Research'. International
and
from the
J.L. (2005). *Service Quality in Banks: Insights
Bellini, C.G.P.: Lunardi, G.L. and Henrique,
Iniernet Banking and Comerce, 10(3).
Brazilian Experience', Journal of
*The Service Consequences of Satisfaction Decisions'.
Bitner. M.; B. Booms; and M. Tetreault (1990),
Journal of Marketing. 5(4). 71-84.
Relational Intuences on Service Loyalty', International
Journal of
Butcher, K. (2001). "Evaluative and
3 10-327.
Senice ndustry Management, 12(4),
Satistaction in the Consumers
Casalo, 1;Flavian, C, Guinaliu, M. (2008), *The Role of Usability and
Commitment to a Financial Services Website, Iniernatiomal Jouwnal of Elecnomic Finmce,2().2008-2031.
Diaz, A.B.C., and Ruiz, FJ.M. (2002). "The Consumer's Reaction to Delay s in Service', Internatioma
Journal of Service mustry Management, 13(4). T18-140.
Dixit Neha and Saroj K. Datta (2010). Customers Perception on nternet Banking and their lmpact on
Customer Satisfaction and loyalty: A Study in Indian Context, Jounal of Computing. 207).131-145
Ehigie, B.0. (2006). C'orrelates of Customer Ioyalty to their Bank: a case study in Nigeria', Intermuional
.Jnurnal of Bank Murketing, 24(7). 494-508.
 b ipu Lennilre epen, Dunme I,,
Mu ulllum, ulw , N uhun, Tu
, |99)

nell, laes nnd DuNl

reker (19NI),
.ables and Aleamenwt am. mmalLautiu Struetual t i n Mn
of hinh'tny, IH). 195
wilh o t yall
itsimnuns l&TitsimuonN N 997), 'Seryice
Muapewnt Dat uly,
Ganguli Srishendu nnd Suulit kumur Roy (0|0), ioei leuulogy baeel erv ia
Mrhtn, ) . Io8-I8
arhman, D.; Gandergun, S.P; Wank,
P;nnd Duniel, K. (006), "A Service Prnpective I
Oe
nlentions ul onlie Purehuasung". hwnal
of Servien Arheting,
Han, S. and Baeh, S. 2007),159-4 70
(200-1). "Antecedent and Cvneqlonces ol Servive (uality in uline 15.nk ig "

pplacativn l tlhe
SER\(JUAL IMument', Ahvanes n
(sam Renh, 1(). 206-21
Tlassan N. Taimoor, Aqqeel MJukhtor, Rana Kaleem
Ullub, Inzadlnh Sbulique and Shali r Rehm
(012, ' ustomcr Service ()uality l'erception ol Intenct Hanking', Iunalinal hw mtl f 1ewnmny
tnd eveopnt, 24),80-100
Iazra Sandip Ghosh and Kuilash B.1.
Srivastava (20009), 'Ipaet of Servnr (uulty outner |oyalty
onmmlwnt d Trust in the lndian
Bunking Sector', The U' hunl o/ Marhetmy: Alanuage Me
8(3N4).73-.95
Joseph, N.; Sekhon, (G.; Stone, G.; and Tinson, J. (20005), "An Exploratory Study on tUe use of Hanking
Technology in the UK: A Rnking of lmportanee of Seleeted lechnolog, on ( onsumer Perception o
servicedelivery perloICe, Intenational Journal of Bank Marketing, 23(5), 397-413.
Jun Minjvon and Shavhan Cai (2001). "The Key Detemnants ol lntenet Banking Service Qualty A
Content Analysis', Interntimal Jom mal of Bank
Mauheting,
19(7), 270-291
Kadir azlina Abdul, Nasim Rahmani, Rera Masinali
(2011), Service Quulity Analysis:
An ApplKaton
on Onlne Banking nd ATM Feilities', hueratioml (onferenes on Econones amd lmance Re*nh,
4(2), 2-20.
Khan Mohammad Sadique and Malapatra (2009). "Serviee Quality Evaluation in Internet Banking: An
Fmpirical Study in lndia', hmermatiomal Jownal of nulian Cule and Businew Managemenu, 201).
10-12
Kumbhar M. Vijay (2011). 'Tactuws Alfiecting the C'ustouner Satistactin in e-banng: Some Evilences
from IndianB', Management Rewanch and Practiece., H4). 1-14
Malhotra, Nareslh K. (2002),. Marketing Researeh: An Applicd Orientatnn', New lhn arsom t.due atiuom
Munusamy Jayaraman, Shankar Chelliabh and lWar Wai Mun (2010). Service Quality Delivery and its
npaet on C'usNoner Satislaction in the Banking Sector in Malay sia', hn manomal Jownad of Inovatiom
ManagemeM aunt lechmology, 1(4), 398-404
Ndubisi, N.O. (2006). A Structural Equation Modelung ol the Antevedents of Relationship Quality in the
Malaysia lauking Sector, wmal of Fnamiul Services Manketuny. I1). 131-141
Nguyen, N., and L.eblane, C. (2001), ( Corporate luage and Corporate Reputatiun in C'ustomers' Retentivo
Deeisions ln Serviees'. .Junad of Retuling amd Counamer Sevv, N4), 227-236.
Nunnally, J.C. (1978). "Psyclonmetrie Theory', New Yonk Meiraw-1il
Nupur Jannatul Mawa (2010), E-banking iant Customer Satisluction un Bangladesh: An Analysis ,
hiernatiouil Review of Busimess Researeh Paers, o4). 145-156.
 Prot R Shuarmi. Ms Shuthu Ab

Oliver. R. 1980), ' \

Cogntine Mudel of the Anteccdents and
Journal Consequcnces ol Satislaction Decisions
AfarÁcung Reseanh, 17(4), 460-470
of

Parasuraman A., \ alarie A. Zeithaml and Leonarae

Berry (1985). A
Quality and lts mplications for Future Researeh', .Journal of Marketing,Conceptual
Model of Servic
4%), 41-50.
Parasuraman A.. Valarie A. Zeithaml and .eonarae Berry (1988). 'SERVQUAL:A Multiple liem Scale
for feasuring Consumer
Perceptions of' Service Quality ', Journal of Retailing, 60).12-40.
Ravichandran K..K. Bhargavi sand S.Arun Kumar (2010). Influenee of Service Quality on Banking
Customers Behavioural Intentioms",
Iniernatiomal Journal of Ecnomics ued Finance.2(4).T8-26
Rod Michel, Nicholas J. Ashill, Jinyi Shao and Janet Carruthers (2008). *An Examination of the
Relationship between Service Quality Dimensions, Overall Internet Banking Service Quality and
Customer Satisfaction'. Murketing Itelligence and Planming,
27(1). 103-126.
Santos, J. 2005, E-serv ice Quality: A Model of Virtual
Service Quality Dimensions', Journal of Managing
Senviee Qualiny, 13(3). 233-246.
Shanka Mesay Sata (2012). Bank Service Quality, Customer Satisfaction and Customer Loyalty in Ethiopian
Banking Sector. Journal of Busimess Administration and Managemet Sciences Research, l(). 1-9.
Siu Nocl ee-Man and Jeremy Chi-Who Mou
(2005). 'Measuring Service Quality in Internet Banking
The case of Hong Kong'. Journl of Iniernational Consumer Marketing. 17(4). 99-116.
Sohail M. Sadiq and Nassar M. Shaikh (2006), Internet Banking and Quality of Service: Perspectives
from a Developing Nation in the Middle East', Onlime lnformation Review, 32(1), 58-72.
Stewart. D.W. (1981). The Application and Misapplication of Factor Analysis in Marketing Research,
Journal of Murketing Reseaneh, 18(2). 51-62.

Sureshchandar. G.S., Rajendran, C., and Anantharaman, R.N. (2003). Customer

Perceptions of Service
Quality in the Banking Sector of a Developing Economy: A Critical Analysis', International Journal
of Bunk Marketing. 21(5).
Surjadjaja H., Ghosh S. & Antony J. (2003), 'Determining and Assessing the 233-242. Determinants of
Eservice Operations'. Manuging Service Qualiy, 13(1), 39-53.
Wong H. David, Nexhmi Rexha and lan Phau (2008), *Re-examining Traditional Service Quality in an
c-banking Era', Iniernational Journal of Bank Marketing, 26(7), 526-545.
Yang Zhilin and Robin T. Peterson (2004). "Customer Perceived Value, Satisfaction and Loyalty: The
Role of Switching Costs, Psychology and Marketing. 21(10), 799-822.
Zafar Mohsin, Sana Zafar, Aasia Asif, Ahmed Imran Hunjra and Mustaq Ahmad (2012), 'Service
Quality. Customer Satisfaction and Loyalty: An Empirical Analysis of Banking Sector in Pakistan'.
iforniutim Management and Business Reriew, 4(4), 159-167.

OO

View publication stats