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Internet Banking and Customer Satisfaction in Pakistan


  • Raza, Syed Ali
  • Jawaid, Syed Tehseen
  • Hassan, Ayesha


This study determines the effects of service quality dimensions on customer satisfaction in Pakistan by using SERVQUAL model. A survey research questionnaire of 30 items has been adopted and collects the data of 400 respondents from the users of internet banking of different bank located in Karachi city of Pakistan. Reliability analysis shows that all dimensions are reliable. Results of factor analysis confirm the grouping of adopted questioner. At last, regression analysis indicates significant positive relationship between assurance, tangibility, reliability and responsiveness with customer satisfaction. Conversely, empathy shows positive but insignificant effect on customer satisfaction. It is recommended that the management of online banks has to focus on making the design and content of the websites more visually appealing to grab the attention of existing customers, as well as to attract new customers. The management has to take effective measures to further enhance the security and safety of online bank accounts, so that customers can maintain long-term relationships with the usage of online banking. Online banks have to provide more reliable services to the customers at heart to make the customers more comfortable and confident. The management should develop more effective systems to solve the issues of customers quickly.

Suggested Citation

  • Raza, Syed Ali & Jawaid, Syed Tehseen & Hassan, Ayesha, 2013. "Internet Banking and Customer Satisfaction in Pakistan," MPRA Paper 48395, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:48395

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    References listed on IDEAS

    1. Syed Ali Raza & Nida Hanif, 2013. "Factors affecting internet banking adoption among internal and external customers: a case of Pakistan," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 7(1), pages 82-96.
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    Cited by:

    1. Meyske A. Rahantoknam & Meyske A. Rahantoknam & Wellem A. Teniwut & Anna M. Ngabalin, 2017. "Loyalty or Inertia? Customer Perspective on Traditional Micro-retailing of Fisheries Commodities in Small Islands Coastal Area," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 137-144.
    2. Ali, Muhammad & Raza, Syed Ali, 2015. "Measurement of Service Quality Perception and Customer Satisfaction in Islamic Banks of Pakistan: Evidence from Modified SERVQUAL Model," MPRA Paper 64039, University Library of Munich, Germany.

    More about this item


    Customer Satisfaction; SERVQUAL; Internet Banking; Pakistan;

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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