THE IMPACT OF ELECTRONIC BANKING SERVICE QUALITY ON CUSTOMER SATISFACTION DURING COVID-19

Abstract

The study was developed upon three main objectives; which are to identify the impact of e-banking service quality on customer satisfaction during Covid-19 in commercial banks in Rathnapura District, to identify the impact of e-banking service quality on customer satisfaction on both private sector and public sector banks and to identify whether customer satisfaction in e-banking service quality differ based on demographic characteristics. The study followed the positivism philosophy and deductive research logic. The sample of the study consisted of 384 e-banking customers in Rathnapura District and the sampling technique was a combination of stratified sampling and purposive sampling. Hypothesis testing was carried out using the multiple regression analysis and Kruskal-Wallis Chi Square Tests. Subsequently, it was found that reliability, responsiveness, assurance and tangibility have a statistically significant positive impact on customer satisfaction while empathy dimension was insignificant for customer satisfaction during Covid-19. Further, it was found that assurance and tangibility have a statistically significant positive impact on customer satisfaction in public banks in Rathnapura District, while reliability, responsiveness and tangibility have a statistically significant positive impact on customer satisfaction in private banks in Rathnapura District. Moreover, the study found that customer satisfaction in e-banking differs based on demographic factors of Age, Gender & Education.