Understanding Customer Satisfaction of Internet Banking: A Case Study In Malacca

AbstractThe banking industry has been rapidly developing the use of Internet banking as an efficient and viable tool to create customer value. It is one of the popular services offered by the traditional banks to provide speedier and reliable services to online users. With the rapid development of computer technology as a commercial too Internet banking can be used to attract more customers to perform banking transactions in related banks. However, the main problem of Internet banking faced by the providers is that a large number of the banks’ customers are not willing to use the Internet banking services offered. This happened due to the services offered through Internet banking have yet to satisfy their customers. Customer satisfaction is an important factor to help banks to sustain competitive advantages. Therefore, the purpose of this research is to search and examine the factors which influence customer satisfaction towards Internet banking. The five factors which can influence customer satisfaction toward Internet banking include service quality, web design and content, security and privacy, convenience and speed. With the use of a questionnaire survey, 200 working adults participated in this study have provided valuable feedback and responses pertaining to the above factors that influence customers’ decision to do Internet Banking. The results of this research showed that web design and content, convenience and speed are closely linked to customer satisfaction toward Internet banking. Or … The results of this research showed that web design and content, convenience and speed are the top three factors that influence customer satisfaction toward Internet Banking