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 objectives of this study were to examine the impact of customer characteristics, e-banking service expectations and bank attitude expectations on customer satisfaction in 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. Descriptive analysis and multiple regression analysis were used to analyze the collected data. The results of this study showed that age, region and education among customer characteristics do not positively affect customer satisfaction in e-banking of medium banks. In hypothesis 1, H1a (age), H1b (region) and H1c (education) are not supported. In terms of the quality of e-banking services, performance, security, website design, reliability and cost positively impact customer satisfaction in medium banks. In hypothesis 2, H2a (performance), H2b (security), H2c (site design), H2d (reliability) and H2e (cost) are supported. In terms of attitude towards banking services, empathy positively affects customer satisfaction in medium banks. In hypothesis 3, H3 (empathy) is supported.