Determining Moderating Influences of Psychographic Personality Traits on ESQ-SAT-BI Linkages with Reference to Internet Banking Services

Navjit Singh ., Dr. Ramandeep Kaur Chahal .


The most important and wide spread impact of the use of technology and its integration with Internet has been captured by the Banking Sector in India. Nowadays, with an ever increasing competition, Electronic Service Quality has become a popular area of academic investigation, and has been recognized as a key factor in keeping competitive advantage and sustaining satisfying relationships with customers. Further, an appraisal of the online and offline service quality and customer satisfaction literature has discovered that a variety of Customer Traits ranging from Demographic & Psychographic Personality characteristics have an influence on customer contentment and behavioral outcomes. This study examines the moderating influences of Psychographic Personality Traits on the ESQ-SAT-BI linkages on the basis of data collected from the 480 users of Internet Banking services in urban areas of Punjab (India). The results from the analysis confirmed the presence of significant moderation influences of selected personality traits only on a) ESQ-SAT & b) SAT-BI linkages dealing with customer perceptions towards Internet Banking services. The implications of the study & directions for future research are presented for discussion.

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