Résumé :
As everything turns to its online format the service sector was also forced to render their services through online. The prime service sector called banking sector had
no other way but to go with these waves. The very busy world have no time to keep their money safe or to keep look on through. So the banks run behind their
customers through internet to serve them. But the customers being king of the market, always need more from their service provider to serve them. The study
reveals the association of various dimensions of online service quality towards satisfaction of the online banking customers. A sample of thirty has taken for the
study. The sample was operationally defined as those who regularly use online banking services. Structured questionnaire was used to collect the primary data. The
satisfaction was measured in relation to the following dimensions of online service quality: Efficiency, Assurance, Privacy, Contact and aesthetic code. The results
reveals that the online banking customers are satisfied with the services rendered. An interaction through this online methods could help to improve the e-CRM
which would be the most innovative way to keep in touch with customers and thus maintaining them.
Mots-clés : customer relationship management (CRM), banking customers, online services
Méthodologie de recherche :
Echelle de Lickert en 5 points. Données collectées depuis dessources primaires avec des questionnaires structurés. Les interrogés sont tous clients de banques en ligne. LE questionnaire est basé sur le modèle E-SQ (mesure de la qualité de service).
Conclusion :
In the highly competitive market, the customers may move from one bank to the other. So the online banking service providers were very particular in their
customer satisfaction. The study figures out the satisfaction of online banking services with the help of modified E-SQ model which have clubbed the dimensions
of E- SERVQUAL developed by Parasuraman. All the five dimensions have a mean score of more than 3, which reveals the satisfaction of online banking customers.
The least scored dimension was ‘contact’, which measured whether there was availability of customer representatives and the ability to redress the transaction
problems. The service providers can make available a representative online. All other variables scored above the average and we can conclude that the online
banking services provided were satisfied. Still, the banks can update the latest technology in electronic banking services. This would ultimately help the banks to
build e CRM which can emerge as the best way to maintain relationship with the customers.
Bibliographie :
- Dr. Preeti Singh, (August 2013), An Exploratory study on internet banking usage in semi urban areas in India, International Journal of Scientific and Research
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Services, Procedia- Social Behavioural Sciences. Volume 65, 3 December. - Pallab Sikdar, Munish Makkad, Internet Banking in India – A perspective on Benefits and Challenges involved. International Journal of Engineering, Business
and Enterprise Applications. - Simon Gyasi Nimako, Nana Kwame Gyamfi, Abdil Mumuni Moro Wandaogou (2013), Customer Satisfaction With Internet Banking Service Quality In The
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