The Influence of Electronic Banking Service Quality and the Satisfaction of Customers of Medium Banks in China

Abstract

This research focused the study of quality of medium banks' e-banking services and what contributes to its customer satisfaction factors. The research started with a review of electronic banking, electronic banking service quality, and customer satisfaction. For medium banks, the quality of e-banking service included two aspects, namely service and attitude. Performance, security, website design, reliability and cost are included in e-banking services. The attitudinal aspects of e-banking included empathy. This study had three objectives, the first objective was to study the effect of performance, security, website design, reliability and cost in the service aspects of e-banking on customer satisfaction in medium banks. The second objective was to study the effect of empathy in the attitude of banking services on customer satisfaction in medium banks. The third objective was to study the impact of age, region and education among customer characteristics on customer satisfaction with e-banking services of medium banks. A quantitative research methodology was used in this study. The research type is a survey. The sample size of this study is 400. Questionnaires and Likert scales are used to collect data. Descriptive analysis and multiple regression analysis were used to analyze the collected data. This study used Cronbach's Alpha and questionnaire tests to determine whether the questionnaire had good reliability. An expert was requested to check the validity of the questionnaire. The research was approved by the Ethics Committee of Huachiew Chalermprakiet University. The privacy of respondents was protected. The results of this study showed that in terms of the quality of e-banking services, performance, security, website design, reliability and cost positively impact customer satisfaction in medium banks. In terms of attitude towards banking services, empathy positively affects customer satisfaction in medium banks. age, region and education among customer characteristics do not positively affect customer satisfaction in e-banking of medium banks.