SERVICE QUALITY FACTORS AFFECTING ADOPTION OF INTERNET BANKING IN PAKISTAN

Banks are the back bone of the every country. Development of an economy depends on the efficient networking of banking system. This study argues on service quality impact in the internet banking. It explains the relationship between the customer service quality and customer satisfaction. The purpose of this study is to understand that which service quality factors of internet banking can give the higher customer satisfaction level. This conceptual paper justifies the soundness of relationships through intense literature review. Based on our findings from previous literature, management can establish a sequential priority to improve customer service quality in online banking service. Five service quality dimensions namely, Reliability, Privacy, Reputation, Empathy and Website design plays a vital role to fill the gap between customer expectations and customer perceptions regarding the internet banking services