Measuring the Impact of E-Service Quality on Customer Satisfaction "An Empirical Study on Banking Services in Ramallah" رسالة ماجستير

Abstract

Nowadays, service organization, particularly banks, are operating in a highly competitive environment. The needs of customers are changing and increasing; thus, much have to be done to meet and exceed customer’s expectations. Hence, this study aimed to investigate the impact of e-service quality dimensions on customer satisfaction in banks in Ramallah. The study model was built based on e-service quality models, and in order to achieve the study objective, the analytical descriptive approach was used, and the questionnaire was used as a data collection tool from the study sample, which were 411 bank’s clients. The study results revealed that customers tend to use banking e-services more widely, and they are highly satisfied about the quality of provided e-services at banks. Additionally, it was concluded that all e-service quality dimensions influence the level of customer satisfaction, whereas some service quality factors contribute more than other factors. So, researcher had recommended banks to regularly and periodically measure both their e-service quality and the level of customer satisfaction, and work hardly to maintain and enhance both levels in order to be able to stay competitive at the market. Also, more efforts should be toward developing capabilities and skills of banking staffs, especially those who are dealing directly with customers, in addition to allocate more budgets to develop the banking technological infrastructure, including mobile applications.