Philippine E-Journals

Effect of E-Service Quality of E-Banking on Customer Satisfaction in the Philippines

Kaila Kimberly Marcos

Discipline: Marketing

 

Abstract:

This study aimed to assess the relationship and effect of e-Service Quality of E-Banking on Customer satisfaction broken down to the different e-Service quality dimensions to determine which dimension can potentially have the strongest influence on customer satisfaction in the Philippines. A total of 405 clients all over the country were successfully surveyed and validated before and during the pandemic. Also, a total of eleven (11) interviews were conducted. The data were statistically analyzed using structural equation modeling with SPSS. Pearson Correlation, Simple and Multiple Linear Regression were used to measure the relationship among these variables. The findings show that only Efficiency & Ease of Use, Reliability and Security & Privacy, by order of importance, showed a significant effect or unit increase in customer satisfaction. This study also showed that e-Service Quality had a direct and positive effect on customer satisfaction. The Frequency of Usage, among all the demographic profiles, has a negative effect that influences the relationship among the main variables. The recommendations provided focused on improving each e-Service quality dimension to maintain or further increase customer satisfaction. E-Banking is one of the most important services of banking that increases customer satisfaction if properly implemented. This study is one step closer to helping the banking industry focus on the factors that satisfy the clients the most and to give banks a competitive advantage.