The Relationship between Online Service Quality and Customer Satisfaction: A Case Study in Saigon Hanoi Joint Stock Commercial Bank

• Main Authors: Lu Thi Hai Yen, 盧氏海燕
• Other Authors: Dr. Juping Wu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/92169324790754155128

碩士 === 樹德科技大學 === 金融系碩士班 === 103 === This study uses E-SERVQUAL to measure e-banking service quality in Saigon Hanoi Joint Stock Commercial Bank. There are important findings on the relationship between inline service quality and customer satisfaction. Firstly, responsiveness is the most important factor influencing customer satisfaction. Thus, the bank should enhance its ability to provide appropriate information to customers. Secondly, efficiency and fulfillment are the second and third important dimensions of e-banking service quality influencing customer satisfaction. It should be noted that whereas the efficiency attributes deal with designing the website customer interface, virtually all the fulfillment attributes relate to the website’s behind the scenes infrastructure. Thus, earning a high quality image for a bank’s website involves much more than creating an excellent facade for the site. Thirdly, the system availability facet is the fourth important factor. The bank should be sensitive to potential deleterious effects of website designs on system availability that are beyond their control and devising appropriate communication scripts to appease complaining customers. Privacy is the least critical dimension. Experience may indeed mitigate concerns about website security. In this thesis, privacy perceptions do influence customers’ overall quality perceptions, thus the department needs to continue to reassure customers through website design cues and external communications signaling the privacy of the site.