AN ASSESSMENT OF CUSTOMERS’ E-SERVICE QUALITY PERCEPTION THROUGH WEBQUAL SCALE: A STUDY ON ONLINE BANKING SERVICES
Keywords:
E-Service, Service Quality, WebQual, Customer Satisfaction, E-BankingAbstract
Owing to the swift progress in the information technology, many banks around the country have transformed their services from the traditional services to electronic means. Banking Industry has witnessed a remarkable expansion due to the changes taking place in the global environment. The major progress among all the changes is the introduction of Electronic banking in their operations. Today most of the banking activities happen in the living room, which is made possible with such an innovative development in the information technology. E-banking has done wonders in delivering banking products & services to the customers. Though, banks still need to improve in order to satisfy the customers. Customer satisfaction is very essential for business success in today’s marketplace with a view to build long- term and profitable customers which ultimately leads to customer loyalty and repeat business. By anticipating the needs of the customers, improving responsiveness to customer calls and requirements, and delivering constant service can improve customers’ perception of the quality of service. Therefore, it is required to appraise the quality of the services in a timely manner. This study aims at analyzing the service quality of E-banking services from customer’s perspective, and to study the effect of E-service quality dimensions on customers’ perception of E-service quality. The study measures the quality of online banking website using the WebQual-4 parameters and helps to understand the factors that influence the user satisfaction in the online banking website. Also, the study will help the banks in order to create a high quality and satisfying online banking websites.E-Service
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