Factors Effecting the Customer Satisfaction in E-Banking Services in Jaffna

The purpose of this research is to analyze the factors influencing on customer satisfaction in E -banking services in the banks. A total of five hundred customers of banks were surveyed via Systematic quasirandom sampling, and factor analysis, regression were used to test the model in this research. A total of eight factors influencing on the customer satisfaction such as brand image, customer expectation, perceived quality, perceived value, customer complaint, customer services, price tolerance and repurchase were identified through literatures. Most influencing four factors were identified such as perceived quality, perceived value, and brand image and customer complaint through exploratory factors analysis. Perceived value was identified as most influencing factor via regression model.

Research is limited to the area and the time given to the research work. In future studies it would be interesting to include other factors influencing on customer satisfaction and other services sectors. Findings of the study will help the practitioners to design strategies for giving customer satisfaction through e-banking services in banks. This research is extended from past researches to reduce the research gaps in the customer satisfaction in e-banking services.