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Top1. Introduction
The internet banking industry is considered as the major business that has been trailing towards the constant boom and development in its current trends as stated by the research of Skvarciany & Jurevičienė (2018). However, the establishment of electronic credibility and loyalty in the internet banking is highly significant for the banks in order to ensure customer retention which will save recruiting cost of fresh consumers that leads towards long-standing success (Dalir et al., 2017). The increasing and rapid growth of the internet businesses has increased the overall competition in the e-business world while organisations and banks operating in this highly competitive environment have been using different strategies in order to increase the overall sustainability in the market (Saeed et al., 2016).
Nevertheless, the research in the context of internet banking, CS and CL are in abundance in the present time period. For instance, the research carried out by Chima & Chikasanda (2013) on Malawi, the study of Hammoud et al., (2018) was conducted on Lebanese banks, the research of Mahfooz et al. (2013) conducted in India and similar other researches. In this concern, the noticeable fact is that KSA has limited researches where the research of Amin (2016) is prominent. This shows that concerning KSA’s banks, the number of researches is insufficient and the mentioned study is also conducted during the emergence of e-banking while in the present time period, the development of technology has driven the e-banking’s growth. Hence, it has become inevitable to address this gap study how the perception of people in KSA are changed within the time span and what improvements in future can be brought. This research therefore attempts to fill the void with the following aim and objectives which would be significant to guide the banking system prevailing in KSA towards enhancement and betterment.
The present research is aimed towards assessing the impact of service quality (SQ) on customer satisfaction (CS) levels within the case of internet banking in KSA. Following are the objectives developed for this study:
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To study the concept and significance of service quality
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To identify the factors affecting service quality in the case of KSA’s internet banking
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To study the impact of e-SERVQUAL and customer satisfaction on customer loyalty in internet banking in the case of KSA
In addition, the e-service quality helps the customers to make an overall assessment and judgement of electronic services’ quality that is being offered in the marketplace (virtual market). Considering this discussion, the research will be aimed to assess the association between SQ and CS.
Top2. Literature Review
Internet banking can be regarded as one of the products of technological advancements leading to increased customer satisfaction and loyalty (Amin, 2016). In this aspect, service quality contributes significantly as stated by the research of Shankar and Jebarajakirthy (2019). Fundamentally, it is a set of services provided from a business to its customers, whereas perceived SQ is the comparison between what the consumers expected and what was delivered after the practical experience (Ganguly and Roy, 2011). Several types of research in the past have shown that service quality has a positive impact on the overall performance of the firm and it is also found out that SQ leads to CS and eventually that results in customer loyalty (Ariff et al., 2013; Hsu and Nguyen, 2016). There are five popular dimensions of e-SQ known as an e-SERVQUAL model; efficiency, consistency, privacy, fulfilment and website design (Hsu and Nguyen, 2016). These five dimensions if achieved effectively can help a business in gaining customer satisfaction as the research of Kheng et al. (2010) stated. In the context of e-SQ, the research of Zaverah et al. (2012) explained certain dimensions that are reliability, efficiency and privacy.