Exploring the Impact of Service Quality on Customer Satisfaction in Banking

The provided articles discuss various aspects of customer satisfaction in the banking sector in Malaysia and globally. The studies investigate factors influencing internet banking adoption, trust, loyalty, and satisfaction among customers. Findings suggest that customer support, perceived value, switching costs, and demographics play significant roles in shaping customer satisfaction with online banking services.

Building trust, perception and confidence in online banking in Sri Lanka

Introduction
Technology advancement has potentially confronted the banking sector as a primary economic
factor that impacts the growth of the company and the economic condition of the country. There
is the fierce competition that decides the acceptance level of banking by customers in order to
compare the demand and supply components in the banking industry. While there are further
challenges that seem to have an impact towards the economic downturn and this is in response
towards the concern that the banking sector takes into consideration. Consumers perception, trust
and confidence, are the major factors that impact the online banking system in Sri Lanka. Due to
advanced technology and the latest communication tools used by the banks, consumers have trust
and confidence with the banking industry. Internet banking seems to be a phenomenon while
there are prerequisite factors that the banking sector deals along to envision the mode of
strategies for future banking.
Service quality is the determinant that tends to decide the success of e-commerce and electronic
commerce system. In today's world, the banking sector has accounted for a significant level of
improvement for the economic condition. There are productive measures that are taken by the
banking industry and by governments to sell the products and service to the customers in an
economical way. There are top priorities that are made by customers in order to sustain in the
market. Customer attraction is not only the goal of banking but to gain trust, confidence and
know the perception of customers is a meaningful way to have a banking sector at the top.
Important services are to be provided by Sri Lankan banking sector so that customer feels ease to
coordinate their online transactions. The massive competition in Sri Lanka has simplified the
level of persuading for customers. The research is about the factors that affect the online banking
success.
Research aims, objectives and Research question
The research aims at finding out the factors that impact the online banking. The major elements
of the research are being considered with the online banking opportunity.
The purpose of the research is to investigate the major factors that majorly affect the customer
confidence in order to use online banking. Research objectives need to be considered with the
customer satisfaction rate. The factors like trust and confidence are the main aims that online

banking has to gain so as to have growth in the banking sector through an online banking
opportunity (Munusamy, Chelliah& Mun, 2010). Customer confidence is the main thing that can
be perceived with the major element for gaining trust for the company. With the customer
confidence and trust factors, online banking sector in Sri Lanka can be improved. Customers
need confidence in the services and the security that banks can give so as to use the e-banking
opportunity. While the banking sector should give a proper explanation regarding the use of e-
banking and its advantages and benefits that can be provided by the banking sector
(Sekaran&Bougie, 2010). Customer confidence has to be created for the benevolence effects that
the banking sector can give with confidence and willingness. These are the objectives of the
research in order to gain confidence in the e-banking service provided by Sri Lankan banking
sector.
Research questions have the main purpose to fill that seems what are the factors that affect online
banking in Sri Lanka banking industry?
Do these factors affect the banking sector and improve the economic condition of Sri Lanka?
These factors are mentioned in order to have a major tendency of growth in the banking sector.
Appropriate things should be considered within the research in order to gain confidence, trust
and positive response of the banking sector. While these factors affect the perceived benevolence
and perceived capability of the business in order to have the banking sector use the latest and
advanced technology in the country. Sri Lanka needs its banking industry to grow while it is
important that e-banking is an important criterion so as to improve the economic condition as
major transactions are based on the individual will.
Confidence within the banking sector is generated through the multidimensional approach that
the banks can provide. The baking sector has the ability to proceed with the benevolence and the
integrated approach so as to raise the prerequisites that are important in online banking (Yap,
2010). There is a study in which the primary factors have been engaged such as electronic sellers
willingness, electronic seller's ability so as to deliver the service to the customers and policies to
be framed so as to help customers engage with the personal information while making this as a
confidential agreement with the banks and not engaging with the websites and other sources.
This will help a customer to gain interest and customer perception would tend to increase with

the confidence in the online banking sector. (Pérez and del Bosque,2015). Thereby the research
aims and objectives are mentioned which are the important factors in the research. Trust and
confidence are the factors that affect the online banking sector in Sri Lanka.
Literature review
Globalization has made the banking sector to be strong enough for improving the services that
are given to customers in order to attempt the growth of the sector. While there are attempts
made to consider the banking sector and provide reliable principles that form the trust to the
customers. Electronic banking may be difficult to be accepted by the customers as trust and
confidence are needed for engaging in e-commerce. Banking sector should provide these
initiatives in order to engage while gaining trust and confidence of customers (Samutthana, &
Roche, 2014). The principles and conclusion for online banking are to deal with more and more
studies for electronic commerce acceptance and engage with the banking process to solve the
demands of the customers. There are results in which the prerequisites suggest that the
confidence of e-banking can be built with the electronic banking services.
A survey has a major consideration which was conducted so as to make the stressing of the
impact of online banking. The medium of electronic banking has pointed out the factors in which
the internet marketer and the reliability factors are considered. These are the mediums that seem
to have an impact towards the banking sector. The factors such as the medium of shopping,
infrastructural confidence and others were highlighted in the research (Hair, 2010). With the
reliability of the companies and banking sector themes, the size affects the level of perception
and the trust of the consumers. The account factors have generally been ignored with the quality
of services.
The legality issues and the laws are being framed considerably so as to have an impact towards
the customer confidence (Rawashdeh, 2015). The strategies are confronted in order to build the
confidence of the customers while this is an element which has to be emphasized with the online
banking sector. The research has been directly considered with the electronic commerce
elements (Ma, 2012). There is a reencounters approach with the foundations of elements such as
service quality and confidence with the online banking services. The reputation of the company
and the control over the factors tend to have an impact on the customers' confidence, and this

recounts with the foundations and the effective online banking sector. There are civil laws that
are engrossed in the strategies and tend to build confidence with the customer satisfaction while
the electronic commerce trends to encounter with the reliability approach in the business.
theservice quality and the visual effects sensations are the major comebacks in the banking sector
(Ioannou, Zolkiewski, 2009).
Safety and security are the concern of customers as this is for the information security terms and
the factors that influence the confidence of customers. Apparently, the factors build to improve
the banking services and thereby have an impact with environmental controls and the ability to
have electronic effects on the banking sector. (Hussein,2016). Bank-Level Stability Factors and
Consumer Confidence—A Comparative Study of Islamic and Conventional Banks’ Product Mix. In Islamic
Finance (pp. 86-104). Palgrave Macmillan, Cham. The electronic supplier service must take into
consideration the major outcomes and the safety approaches that are built in order to have a
secured website and the safest approach for the investors and the customers (Yoon, 2010).
Factors including the company’s e-commerce approach and the environmental control have an
effect towards the emphasized approach in the business. The electronic commerce and the
foundations that are linked along are the confidential factors and the recounted sessions for the
banking sector (Jenkins, 2007).
The crucial factors like confidence and approach towards the business perspectives are
emphasized with the environmental controls while these are the customer perceptions that
encounter with the ability to control the tools and techniques in terms of electronic supplier
effects within the website. The size and the reputation of the banking sector tend to affect with
the business performance while gaining the interest of the customers for electronic banking. The
infrastructure even affects the customers' impact on the infrastructure and the customer
confidence. There are several factors that impact with a positive response towards the
satisfaction of the e-commerce banking sector and then affects the previous experiences that are
surveyed in the business for the purpose of simulation and the positive relationship that has been
maintained with the confidence and customer website services. The research tends to improve
along with the e-banking sector and the definite collection of the information security trends.
There are positive effects with the websites and the online system which can be considered with
the level of performance. The previous experiences of the customers suggest that the information

that has been derived have the simulation consideration that tends to have an impact with
building the focus and approach of the information security for customer’s satisfaction which
seems to have the system approach.
To improve the level of customer confidence and trust among customer is the main goal that can
help in the e-banking industry. Online transactions may lead to a definite declaration that seems
to have the information security and tend to have the effectiveness in the research (Njuguna,
2012). The characteristics of information security and the organization's website approach tend
to have effectiveness in the studies. The confidence level has to be considered, and personal
characteristics of the transaction are important in online banking (Giovanis, Binioris&
Polychronopoulos, 2012). The jobs for online banking sector have a service quality for the online
system and the system that works within the information environment. There are several factors
that are considered within the approach so as to consider the system approach and present the
model of e-banking attitude.
According to the study, the articulation of confidence and trust can be built with the online e-
banking transaction and the shared values of the business. The communication variables are
important in which bank tends to give the information to the customers for higher value
consideration. The model assumes and inspires the confidence of the commitment of service in
the banking sector (Kumar &Garg, 2012). The programs for banking system lays down the
relationship between the consequent use of online services in banks and the commitment towards
the relationship within the banking sector and customers. Commitment is necessary at this
instance so as to have the leading security of banking rules and regulations for the electronic
websites. The key characteristics of the banking sector are observed within the services, and the
perceived level of security is being given by banks in the e-banking approach. The e-banking
factors affect the trust of consumers and gain confidence in the services with the perceived
priority and privacy given by them with quality concern and the proposed benefits of the banking
sector services.
The advantages of the banking sector are explained to the customers that tend to improve the
digital device use in terms of mobile banking (Hassan, 2015). There are several systems that are
offered within the financial sector which tends to bring the importance in the micropayments and
bill payments in the banking. These days’ banks have provided home services and mobile

banking in order to consider the credit systems that are raised with the value-added service given
to the banks for the cost-saving approach in banks. The interactive banking services tend to give
an advantage to the banks in terms of cost advantage and cost saving approach operations in the
banks (Ameme, 2015). There are primary benefits that are considered in the banks with the credit
cards approach and the debit cards services (Ganguli& Roy, 2011). These are majorly main
systems that enhance the banking services so as to certainly provide service to customers which
emphasize with the benefits that the bank gives to the system. The credit card offers the
characteristics that influence the mobile service, and this becomes easy for the credit card
customers who pay their bills on a timely basis while banks deduct the money and the bill at a
particular date as decided in the payment instruments. Within the payment systems, there is
direct banking account that has an electronic bill consideration with the major element of
presentment. (Liang et.al,2015).The additional facility is also requested by the customers and this
influence the major system of electronic banking models presented for the special customer
service by banks. There is a request from the customers to consider the pre-schedule banking
systems and their payments in appropriate date which will help to enhance the service in the
banking sector (Carvajal, et al., 2012). The cheque payment and another system approach. The
customer has pre-scheduled with the payments that are necessary in order to have an impact
towards the mobile phone category with the redundant and the credit cards system. The fraud
consideration with the offering of the customer convenience has also impacted with the approach
of banking customer and the mobile messaging app.
The use of mobile technologies has contributed towards the growth of the sector in terms of
messaging and online banking approaches for the proposition and the banking criteria (Herington
&Weaven, 2009). The online sector tends to have an enhanced service with the nominal costs
that are encountered with the commercial transactions in the bank (Azad,et, al., 2013). While
there are problems that can be solved within the system with the inability to provide the
knowledge and service to the customers. As such the perceived advantage can be considered
with the awareness of the service and the potential factors that influence the adoption of the
mobile banking service. The adoption of mobile banking and the convenience factors that
influence the customers' confidence and trust are being gained so that the factors are highlighted
with the research approach and are considered within the online banking system (Kumbhar,
2011). There is a perceived level interest that is carried on in order to interact with the

determining factors and the uncertainty of the usefulness of the banking sector services for
credibility and self-efficacy approach in the system. With the perceived service provided by the
banking sector, the financial cost is estimated and have gained a consideration with the
credibility system in the banking sector. Time-saving is one of the major benefits that customers
can have with the online banking approach in the system. Security and safety approach given can
deal along with the customer confidence and trust in the online service by the banking industry
(Wong, Rexha&Phau, 2008). The risk and compatibility are major elements for the perceived
financial services by the banking industry. Awareness and experience of the customer have
impacted towards the adoption of online banking in various countries (Gupta & Bansal, 2012).
The transformation and the growth in the banking sector have made an influence towards the
information and communication technologies in the banking sector finance. There are customers
who need are still unaware of online banking while these customers should be trained with the e-
commerce activities of the business so that they know the importance of checking online
account, payment systems, transaction, credits and other handheld devices (Salhieh, Abu-
Doleh&Hijazi, 2011). There are banking models that seem to directly affect the channel of the
banks which should be considered in the business. The relative manner that bank suffers in their
flow is about dynamics and slow adoption of technology and concepts of communication which
is studied globally. The major research is to focus towards the issues that the banking sector
faces with customer satisfaction and other unified theory accepted by the banks. (Rahi and
Ghani,2016)The technology acceptance model may help to change the human behavior and to
intend with the integrated manner by the explanations and the problem-solving concepts. (Raza
et.al,2015).The online banking has to conduct with the elaborative explosion of the model and to
consider the behavioral intention for the banking sector (Couto, Tiago & Tiago, 2013).
Improving the security of the banking sector tends to express the customer trust and confidence
of the customers in online banking transactions.
The issues are generally interrelated with the security concern and this is the most important
factor that seems to have the level of trust in the business. While the users should trust the
services and the banking solutions that are provided in order to make ease in the lifestyle. The
security plays a drastic role in which the perceived insecurity is about the level of the medium
that is adopted in the business with the perception of the building trust with the banking sector

(Hennigs, 2010). There are certain security alerts and conditions that are given in terms of
mechanisms with the policies and passwords are important for the major implementation of these
activities. There is each mechanism with the security in order to integrate with the level of
complex system and technological required terms.(Rao and Budde,2015). With the infrastructure
and the complex algorithms as stated, the banking sector has a perception to build along
motivation for the users and customers to proceed with the perception of safety and security
(Chong, 2010). The level of awareness and the security perception among the banking industry is
conducive with the security system and the importance of defining the goal of the business with
the perceived goal and the mechanisms of authentication in the banking sector. It is important
that users understand the level of security and the effectiveness of using the online banking
service for efficient service provided by the banks. (Roy and Venkateswaran,2014). This seems
that security issues should be analyzed with the visibility and goal satisfaction. The user interface
has trust and security issues with the context in order to build trust in the banking sector.
(Alawan et.al,2015).Online environment and online banking are the rigorous services that seem
to be important with the traditional business environments while focusing towards the new
approaches in the business for personal use. Online services are conducted for maintaining trust
with the label of multidimensional concept in the business (Featherman, Miyazaki &Sprott,
2010). Trust is an institutionally based concept that can hold strong feelings and intention in the
business for trusting the relationship and characteristics of the parties with the institutionalize
dimension that affects the business and the structure.( Chaouali,2017). There are factors that tend
to extend and elevate with the trust levels and gain a perception of security for security
awareness in the banking activities (Popoola& Arshad, 2015).
With this there are several studies that seem to have been identified with the research approaches
in the online sector. While concentrating on the relationship and the trust-based issues, the
impact of the security mechanism is considered within the unexplored field (Okeke&Okpala,
2014).
Electronic banking environment

Within the banking sector, the technology-based activities are carried on with many mediums
such as websites, ATMs and other mediums. The characteristics that determine the factors in the
banking sector have been developed in the transaction and the online research banking activity.
There are users who use the ATM and online banking system with various factors to be
discussed in the report. There are environment characteristics that determine the level of medium
with the usage and the medium of banking facility. (Asgari et.al, 2014).There are benefits that
are obtained with the banking sector and this is in term of perception on security and risk basis.
The major blocks of accepting the current view have been a major unsecured with the perceived
level of intelligence in the online banking sector (Rasiah& Ming, 2010). The banking activities
are sensitive activities as such they have personal information that can be characterized with the
merchants and customers with the high information. With the personal information that will be
highly motivated by the protection of the high safety and security reasons (Chang & Chen,
2009). There are internet define and the level of the environment with the online banking system
for the current and potential customers. There are activities that will help to undertake the
accounts of the system in order to have the user familiarity and safety in the banking sector. This
becomes important to protect the information of users and assist them with the level of guidance
they need in the characterizing the offers of the banking services.(Chang and Tsai,2016). There
are several studies that have an impact on the level of security and perception for consumer trust
and building an environment with eco-friendly awareness which conducts the further sections.
Trust is the foundation that customers need as such it plays a major role in the related human
services and most organizations and banking sectors fail at times for the service industry.
Maintaining the trust and building the level of trust in the business is concerned with the
recognizable activities in the banking sector. (Anneli Järvinen,2014).There are commerce
application services with the research academia for the development of the banking sector in the
business with an order to develop and accept the level of actual participation. The level of
confidence and trust is built with the activities and services carried out by the banking industry.
The dimension of trust and the e-banking factors are involved in a transaction for trustor party
and trustee party.( The ability belief, benevolence belief and integrity belief are the trusting
beliefs. For structural assurance, security policies, guarantee, trusted third-party verification,
privacy policies and legal compliance are given. There are brand identification, website design,

quality of service and testimonials that are built for the situational normality in the institution
based trust (Alnsour& Al-Hyari, 2011).
Research Methodology
The five research designs were examined for the survey methods in which the role of a website
which helps in build trust development, the role of trust and security, trust privacy and security
attributes, trust development for the privacy securities given to users and security features for
individual concern for building trust is important in the banking sector. These are the studies that
have relevance with the research design that is introduced in a major way with the research on
the relationship of trust and security by the banking sector. The consumer perception assessment
is necessary for the research criteria in which the trust levels are identified with the electronic
banking medium. The research objective is to research on the relationship of the objects that help
in maintaining the trust level to consumers for online banking service (De Mooij& Hofstede,
2011). The qualitative approach is framed with the empirical verification in terms of the
relationship of both the variables. The quantitative approach is studied with the study of the data
types and selected samples in the study. There are surveys and exploratory study that show the
trust and confidence of customer for the online banking sector in Sri Lanka. The study has the
engagement of e-commerce banking and then confines with the organization with a research
consideration. Survey and experimental studies are considered the approaches that study the
further research methods for considering the study of security and trust in the relationships (Abu-
Assi, Al-Dmour& Al-Zu’bi, 2014). The resource limitations and the time concepts are majorly
surveyed within Sri Lanka as an experimental setup which is suitable for gaining the relationship
of both the variables.
There are three phases that are studied in the research and administered with the survey and
analyses of the results. The first phase includes the literature analysis of the perception of trust
and security. The survey is for the secondary data that has been gathered from the literature
studies and books. Then the data for the quantitative research has been collected for the survey
which then focuses towards the impact of perception and security mechanisms. The major
contribution is towards the different security such as integrity, confidentiality and safety of the
information.(Rizan et.al, 2014). These are considered with an individual perspective with the
sample of 20 individuals which is based on the impact of trust on online banking services in Sri

Lanka. At the final phase the results are analyzed accordingly with the nature of relationship
towards both of the mediums and carrying out the perception of research on trust. The data is
refined as such with the research methods and the research model with the interactive process.
The hypothesis of the relationships has been carried on for further identification of privacy and
trust level factors in the online banking business.
H1: the presence of safety and security modes which affects positively as gaining confidence and
trust in online banking services
H1a: the presence of variables of confidentiality that the user's perception has been changed.
H1b: the presence of an integrated approach for the positive results
H1c: the presence of availability of mechanisms for positive results
The alternative hypothesis in the same way is considered as
H0: the presence of security mechanisms that are negatively considered by the user's confidence
and trust issues.

Source: (Alnsour& Al-Hyari, 2011)
The graph shows that online banking used by Sri Lankan citizens have increased with the use of
ATM machines only.
The test hypothesis is conducted in research methodology with the research model that helps in
collecting the data with the research assessment. In the first stage, the information is relevant to
the research process and then related towards trust and security issues from the respondents. The
questionnaire has been circulated for the study of research on the impact of security that helps to
gain trust and confidence of customers in online banking service in Sri Lanka. There is a pilot
study that seems to give feedback accordingly and the design of the questionnaire has been
studied with the survey process.
For the sample testing method, a random sample was selected as a group of people to which the
interviews were undertaken and the other samples through which the questionnaires were

circulated. Random sampling method has helped to gain an equal opportunity for the study in
which the participants were selected and this tends to reduce the sample bias. In this instance,
participants were voluntarily selected and were approached to give feedback for the online
transaction in the banking industry. With the small incentive known as food or beverages, the
cost is discussed with the sample size approach. The sample size is selected with the multivariate
approach in which the statistical power analysis is organized. Questionnaires are the best suitable
form of a collection of data which is relatively circulated towards the large sample and then tends
to collect the information from the audience. There are several studies that impact the research
with an objective of carrying out the research and managing the information in the data
collection analysis. Security and trust are the major issues that are highlighted in the banking
industry for adapting the studies and engaging in the research activity.
The closed-ended questions were included in the questionnaire with no personal questions. The
answers were accordingly framed with the perception of confidentiality and availability in terms
of non-repudiation and security purpose. There are several measures of the trust that include the
belief and the confidence level integration within the research. The questionnaire was paper-
based research sent to the participants in order to fill them with the estimated approach of their
level of perception for online transaction in the banking sector. For completing the survey, the
data was gathered for the participants in order to gain the information about the level of trust for
online banking. The data was then collected with the help of SPSS model as it was statistically
coded with proper analysis. The coded data were then analyzed while even missing data was
termed with while drawing the concepts of the banking industry. A large percentage of data drew
the results that were based on the data processing method.

Source: (Chang & Chen, 2009)
In the research methodology, the prior research in which the data is identified with the
measurement of security and trust issues are described. Then the items are assessed with suitable
research within the questionnaires as filled by the respondents and participants. The security
phenomenon was carried out with the measurement of perception and the security objectives.
These are then studied directly within the circumstances so as to gain the feedback accordingly.
Statistical analysis of data is possible with various techniques and concepts that consider the trust
and relationships within the electronic applications. Related statistical analysis conducted with
the use of ANOVA technique is carried out for multiple studied of groups and data. SPSS
packages were used in the data analysis phase for path diagram and conducting the research
model. There is a correlation of study that has been observed in the survey with the variance and
non-covariance matrix which seems to help in the analysis of input and output consideration of
simple and single sample study. Then there are security and trust variables that were further
considered with the Cronbach’s alpha and Factor Analysis for achieving the results of the Fit of
the model used in the analysis tool.

The mapping of the research questions has a major phase of analyzing the data into research
phases and considering the consequences of the data collection method in the final stage. The
data collection instrument is considered with a linkage in terms of research and analysis within
the questionnaire items so as to meet the test and conduct an analysis of the results.
The research model that helped to develop the major study has emphasize towards the
relationship of the trust and security issues in the banking sector in Sri Lanka. The hypothesis is
framed for the security mechanisms and this in turn leads to a positive impact. According to the
data that was gathered and then analyzed, trust and confidence of consumers are gained with the
help of giving service to the customers in terms of online transactions and giving them security
for the confidential services in banking. With random sample collected from the respondents
about the trust and confidence issues, security and confidentiality of information is the main
source for the participants' study. The data collected has then been accounted towards the sample
collection and have managed to be questioned within the methods and techniques. According to
the survey, the data collected is completely in terms of major safety and security issues that
customers face while e-banking services. 80% of the respondents had to say about the service
and security issues for online banking services. The relationship was measured which has a
construct in the analysis of the measurement of the items that had a theoretical path for certain
specifications in online banking services in Sri Lanka. The number of users of internet banking is
still increasing within each year. Thereby the structural research presents that even though the
use of internet and online banking transaction is increasing, there are certain variables that may
hinder in the online banking services.
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