Internet banking and customer satisfaction in Pakistan

What is it about?

This study aims to determine the effects of service quality dimensions on customer satisfaction in Pakistan by using the SERVQUAL model. A survey research questionnaire of 30 items has been adopted, and the data of 400 respondents were collected from the users of Internet banking of different banks located in Karachi city of Pakistan. The regression analysis indicates a significant positive relationship between assurance, tangibility, reliability and responsiveness with customer satisfaction.

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Why is it important?

This paper makes a unique contribution to the literature with reference to Pakistan, being a pioneering attempt to investigate the customer satisfaction in the banking industry of Pakistan by using a large sample and advance statistical techniques.