Exploring e-service quality and its relation with customer satisfaction in the banking sector: An Indian experience

Abstract

The purpose of this study is to explore the dimensions of e-service quality (e-SQ) in the context of the Indian banking sector and establish its relationship with customer satisfaction. Using a structured questionnaire, data was collected from 323 bank's customers. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to evolve a validated factor structure for measuring e-SQ in the Indian banking sector. Multiple regression analysis was used to assess the relations between e-SQ and customer satisfaction. The study identified a nine factor structure to measure e-SQ. The study also identified a positive relationship between e-SQ and customer satisfaction. The findings of this study can be used as a basis to provide the guidelines for improvement and training in e-SQ and would prove to be very useful to professionals. The findings have scalability from a single branch of the bank to the bank as a whole. This study is the first attempt to assess e-SQ dimensions in the Indian banking context using primary data. Copyright - 2019 Inderscience Enterprises Ltd.