The impact of online banking attributes on customer satisfaction: A study from the Irish retail banking customer perspective
Year: 2019
Type: dissertation
Study design: Observational Study
Abstract: This paper investigates the impact of online banking attributes on customer satisfaction from the Irish retail banking customer perspective. With rapid technological advancements in the banking industry, it is essential to understand the key online banking attributes which can help banks to meet the specific needs of the customers and enhance customer satisfaction. The five most relevant online banking attributes identified from the literature were Ease of Use, Reliability, Efficiency, Convenience, and Security, a model proposed by Gunawardana, Kulathunga and Perera (2015). Demographic aspects of online banking users, particularly gender and age are also considered for this research. A mixed-method approach of a self-administered questionnaire survey was used to achieve the research objectives. Fifty-two participants were surveyed in the IFSC, Dublin, based on simple random and convenience sampling method. The respondents were asked to rate each attribute on a Six-point scale. The collected data was analyzed through an Excel file. The findings indicate that all five online banking features positively impacted customer satisfaction, whereas the reliability and convenience are the most dominant factors, and security attribute remains a concern for the customers in Ireland. Thus, Irish retail banks need to provide innovative and secured online services to enhance customer satisfaction. This research concentrates on the Irish retail banking customer perspective to investigate the impact of online banking attributes on customer satisfaction. Therefore, the study limits its applicability to various banks globally. However, replicating the study in other countries can further enhance this robustness. This paper contributes to earlier research by adding to current knowledge in relation to the online banking attributes and customer satisfaction. The research paper makes important recommendations for better retail online banking services in Ireland to improve customer satisfaction and thereby retain customers.
Source: NORMA
Author: Sagar Singh Kirpalsingh Rajput
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2999965404