How the Online Service Influences Customer Satisfaction Within the Banking Sector in UAE: A Comparative Study Between Management and Customer Perspective
Alsqqa, Mousa Ahmed Mousa Mohamed
Cardiff Metropolitan University
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The technological advancements have led to conception of novel services for the benefit of customer, with internet banking being one of such services. The internet banking services have been introduced by banks to assist the customers in availing host of banking services comfortably, from any location and without any problems However, the customer perceptions and attitudes with respect to the adoption of novel technologies determine their satisfaction levels. Besides the customer perceptions the banks are also responsible for making the customers in getting acquainted with new services. Therefore, the present research was aimed at investigating the customer and managerial views regarding perception of satisfaction levels. The study was conducted among customers (N=130) of NBDEmirates and managers (N=3). The quantitative analysis of customer views, using the E-SERVQUAL model, unveiled the dimensions of success and failure of the internet banking services. The customers were found to have positive attitudes towards dimensions of reliability and security, whereas the satisfaction levels were impacted negatively by responsibility and efficiency. The customers found the website to be ineffective, and were not informed about the discrepancies in time. In terms of dimensions, while responsibility and efficiency was found to have negatively influence customer satisfaction, security and reliability was however contributing positively. The qualitative investigation of managerial views showed that managers were not completely aware of the customer attitudes and satisfaction levels with regard to the usage of internet banking services. They were however willing to improve the situation and gave insightful suggestive measures to promote the usage of internet banking services in customers. The obtained results showed that there is a need to make the customers aware of the advantages of internet banking services, and the gap between the managerial and customer views need to be bridged.
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