Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Exploring the Nexus among Internet Banking Service Quality, Customer Satisfaction, Age, and Gender : A Developing Country Perspective during COVID-19


Affiliations
1 Delhi School of Management, Delhi Technological University, Main Bawana Road, Shahabad Daultpur, Delhi - 110 042, India
2 Jagan Institute of Management Studies, Sector - 5, Rohini, Delhi, India
     

   Subscribe/Renew Journal


During COVID-19, the banking industry saw a paradigm shift of customers from “traditional” to “online” platforms. This research explored the moderation effect of age and gender in the relationship between online banking service quality and customer satisfaction during COVID-19. The study used explanatory and accurate novel methods to study the relationship between online banking service quality and customer satisfaction in the Indian banking industry. Structural equation modeling was used for testing the relationship. Multi-group moderation technique was employed to explain the moderation effect. The study highlighted that age significantly moderated the relationship between responsiveness, competence, and customer satisfaction. Gender significantly moderated the relationship between competence and customer satisfaction. The study’s novelty lies in finding the critical determinant of customer satisfaction in online banking during COVID - 19 and explaining the moderation effect of age and gender. Moreover, this study addressed feedback and complaint management, which has not been studied widely in the context of quality and satisfaction.

Keywords

Internet Banking, Service Quality, Customer Satisfaction, Moderation Effect, Age, Gender, Structural Equation Modeling, Online Banking, COVID-19.

Paper Submission Date : July 30, 2021 ; Paper sent back for Revision : April 18, 2022 ; Paper Acceptance Date : May 25, 2022 ; Paper Published Online : September 15, 2022

User
Subscription Login to verify subscription
Notifications
Font Size

  • Akinci, S., Aksoy, Ş., & Atligan, E. (2004). Adoption of Internet banking among sophisticated consumer segments in an advanced developing country. International Journal of Bank Marketing, 22(3), 212–232. https://doi.org/10.1108/02652320410530322

  • Al-Somali, S. A., Gholami, R., & Clegg B. (2009). An investigation into the acceptance of online banking in Saudi Arabia. Technovation, 29(2), 130–141. https://doi.org/10.1016/j.technovation.2008.07.004

  • Ariff, M. S., Yun, L. O., Zakuan, N., Ismail, & Khalid. (2014). The impact of e-service quality and e-customer satisfaction on e-customer loyalty in internet banking. Advanced Science Letters, 20(1), 285–289. http://doi.org/10.1166/asl.2014.5260

  • Baskar, S., & Ramesh, M. (2010). Linkage between online banking service quality and customers. Perspectives of Innovations, Economics, and Business, 6(3), 45–51. https://doi.org/10.22004/ag.econ.125807

  • Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139–161. https://doi.org/10.1016/0167-8116(95)00038-0

  • Chan, F. T., & Chong, A. Y.-L. (2013). Analysis of the determinants of consumers' mcommerce usage activities. Online Information Review, 37(3), 443–461. https://doi.org/10.1108/OIR-01-2012-0012

  • Chandel, A., & Vij, R. (2019). E-banking service quality: A scale development and validation attempt. Indian Journal of Marketing, 49(9), 23–41. http://doi.org/10.17010/ijom/2019/v49/i9/146938

  • Chauhan, V., Choudhary, V., & Mathur, S. (2016). Demographic influences on technology adoption behavior: A study of e-banking services in India. Prabandhan: Indian Journal of Management, 9(5), 45–59. http://doi.org/10.17010/pijom/2016/v9i5/92571

  • Chien-Ta Ho, B., & Oh, K. (2009). An empirical study of the use of e‐security seals in e‐commerce. Online Information Review, 33(4), 655–671. http://doi.org/10.1108/14684520910985666

  • Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of service quality on customer loyalty and customer satisfaction in Islamic banks in the Sultanate of Oman. Sage Open, 10(2), 1–10. https://doi.org/10.1177%2F2158244020919517

  • Geetha, K. T., & Malarvizhi, V. (2012). Acceptance of e-banking among customers (an empirical investigation in India). Journal of Management and Science, 2(1), 1–9. https://doi.org/10.26524/jms.2012.1

  • Gera, R., Chadha, P., & Ahuja, V. (2020). Mobile app usage and adoption: A literature review. International Journal of Electronic Business, 15(2), 160–195. http://doi.org/10.1504/IJEB.2020.10028064

  • Gupta, K. K., & Bansal, I. (2012). Development of an instrument to measure internet banking service quality in India. International Referred Social Sciences Journal, Researchers World, 3(2), 11–25.

  • Hammoud, J., Bizri, R. M., & El Baba, I. (2018). The Impact of E-banking service quality on customer satisfaction: Evidence from the Lebanese banking sector. Sage Open, 8(3). https://doi.org/10.1177%2F2158244018790633

  • Hanafizadeh, P., Keating, B. W., & Khedmatgozar, H. R. (2014). A systematic review of internet banking adoption. Telematics and Informatics, 31(3), 492–510. https://doi.org/10.1016/j.tele.2013.04.003

  • Hu, L.-T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118

  • Islam, R., Ahmed, S., Rahman, M., & Al Asheq, A. (2021). Determinants of service quality and its effect on customer satisfaction and loyalty: An empirical study of the private banking sector. The TQM Journal, 33(6), 1163–1182. http://doi.org/10.1108/TQM-05-2020-0119

  • Izogo, E. E., Nnaemeka, O. C., Onuoha, O. A., & Ezema, K. S. (2012). Impact of demographic variables on consumers' adoption of E-banking in Nigeria: An empirical investigation. European Journal of Business and Management, 4(17), 27–39. https://core.ac.uk/download/pdf/234624403.pdf

  • Jalal, A., Marzooq, J., & Nabi, H. (2011). Evaluating the impacts of online banking factors on motivating the process of e-banking. Journal of Management and Sustainability, 1(1), 32–42. http://doi.org/10.5539/jms.v1n1p32

  • Kant, R., & Jaiswal, D. (2017). The impact of perceived service quality dimensions on customer satisfaction: An empirical study on public sector banks in India. International Journal of Bank Marketing, 35(3), 411–430. https://doi.org/10.1108/IJBM-04-2016-0051

  • Kirakosyan, K., & Dănăiaţă, D. (2014). Communication management in electronic banking. Better communication for better relationship. Procedia - Social and Behavioural Sciences, 124, 361–370. http://doi.org/10.1016/j.sbspro.2014.02.497

  • Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson Education.

  • Liao, Z., & Cheung, M. T. (2002). Internet-based e-banking and consumer attitudes: An empirical study. Information & Management, 39(4), 283–295. https://doi.org/10.1016/S0378-7206(01)00097-0

  • Liao, Z., & Cheung, M. T. (2008). Measuring consumer satisfaction in internet banking: A core framework. Communications of the ACM, 51(4), 47–51. https://doi.org/10.1145/1330311.1330322

  • Lohse, G. L., & Spiller, P. (1998). Electronic shopping. Communications of the ACM, 41(7), 81–87. http://doi.org/10.1145/278476.278491

  • Madu, C. N., & Madu, A. A. (2002). Dimensions of e-quality. International Journal of Quality & Reliability Management, 19(3), 246–258. https://doi.org/10.1108/02656710210415668

  • Malik, A., & Dangi, H. K. (2021). A qualitative inquiry on information search behaviour for services in India. Indian Journal of Marketing, 51(3), 8–20. https://doi.org/10.17010/ijom/2021/v51/i3/158059

  • McMillan, S. J., & Morrison, M. (2006). Coming of age with the internet: A qualitative exploration of how the internet has become an integral part of young people's lives. New Media & Society, 8(1), 73–95. https://doi.org/10.1177/1461444806059871

  • Misbach, I., Surachman, Hadiwidjojo, D., & Armanu. (2013). Islamic bank service quality trust: Study on Islamic bank in Makassar Indonesia. International Journal of Business Management, 8(5), 48–61. http://doi.org/10.5539/ijbm.v8n5p48

  • Nagdev, K., & Rajesh, A. (2018). Consumers' intention to adopt internet banking: An Indian perspective. Indian Journal of Marketing, 48(6), 42–56. https://doi.org/10.17010/ijom/2018/v48/i6/127835

  • Narteh, B. (2018). Service quality and customer satisfaction in Ghanaian retail banks: The moderating role of price. International Journal of Bank Marketing, 36(1), 68–88. https://doi.org/10.1108/IJBM-08-2016-0118

  • Onyia, O. P., & Tagg, S. K. (2011). Effects of demographic factors on bank customers' attitudes and intention towards internet banking adoption in a major developing African country. Journal of Financial Services Marketing, 16, 294–315. https://doi.org/10.1057/fsm.2011.28

  • Pakurár, M., Haddad, H., Nagy, J., Popp, J., & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability, 11(4), 1113. https://doi.org/10.3390/su11041113

  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. http://doi.org/10.2307/1251430

  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12– 40.

  • Paul, J. (2020). Marketing in emerging markets: A review, theoretical synthesis and extension. International Journal of Emerging Markets, 15(3), 446–468. http://doi.org/10.1108/IJOEM-04-2017-0130

  • Paul, J., Mittal, A., & Srivastav, G. (2016). Impact of service quality on customer satisfaction in private and public sector banks. International Journal of Bank Marketing, 34(5), 606–622. http://doi.org/10.1108/IJBM-03-2015-0030

  • Pillania, R. K. (2020). COVID-19: A huge opportunity for innovation in marketing. Indian Journal of Marketing, 50(8–9), 80–87. https://doi.org/10.17010/ijom/2020/v50/i8-9/154693

  • Pooya, A., Abed Khorasani, M., & Gholamian Ghouzhdi, S. (2020). Investigating the effect of perceived quality of self-service banking on customer satisfaction. International Journal of Islamic and Middle Eastern Finance and Management, 13(2), 263–280. https://doi.org/10.1108/imefm-12-2018-0440

  • Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction and loyalty: The modified e-SERVQUAL model. The TQM Journal, 32(6), 1443–1466. https://doi.org/10.1108/TQM-02-2020-0019

  • Reddy, T. T., & Rao, B. M. (2019). The moderating effect of gender on continuance intention toward mobile wallet services in India. Indian Journal of Marketing, 49(4), 48–62. https://doi.org/10.17010/ijom/2019/v49/i4/142976

  • Rod, M., Ashill, N. J., Shao, J., & Carruthers, J. (2009). An examination of the relationship between services quality dimensions, overall internet banking service quality and customer satisfaction: A New Zealand study. Marketing Intelligence & Planning, 27(1), 103–126. https://doi.org/10.1108/02634500910928344

  • Sadeghi, T., & Heidarzadeh Hanzaee, K. (2010). Customer satisfaction factors (CSFs) with online banking services in an Islamic country: I.R. Iran. Journal of Islamic Marketing, 1(3), 249–267. http://doi.org/10.1108/17590831011082428

  • Santouridis, I., & Kyritsi, M. (2014). Investigating the determinants of internet banking adoption in Greece. Procedia Economics and Finance, 9, 501–510. https://doi.org/10.1016/S2212-5671(14)00051-3

  • Sardana, S., & Bajpai, V. N. (2020). E-banking service quality and customer satisfaction: An exploratory study on India. International Journal of Services and Operations Management, 35(2), 223–247. http://doi.org/10.1504/IJSOM.2020.105272

  • Subrahmanya Sastry, T. D., & Madhusudhana Rao, B. (2017). A study on consumers' perception about the importance of payment processing efficiency in online retailing environment. Indian Journal of Marketing, 47(6), 22–34. https://doi.org/10.17010/ijom/2017/v47/i6/115367

  • Schumacker, R. E., & Lomax, R. G. (2004). A beginner's guide to structural equation modelling. Psychology Press. https://doi.org/10.4324/9781410610904

  • Sharif, A., & Raza, S. A. (2017). The influence of hedonic motivation, self-efficacy, trust and habit on adoption of internet banking: A case of developing country. International Journal of Electronic Customer Relationship Management, 11(1), 1–22. http://doi.org/10.1504/IJECRM.2017.086750

  • Sharma, S., & Verma, R. (2015). Extent of service quality in commercial banks in Punjab. Indian Journal of Marketing, 45(10), 36–48. https://doi.org/10.17010/ijom/2015/v45/i10/79797

  • Sikdar, P., & Makkad, M. (2015). Online banking adoption: A factor validation and satisfaction causation study in the context of Indian banking customers. International Journal of Bank Marketing, 33(6), 760–785. http://doi.org/10.1108/IJBM-11-2014-0161

  • Silvestri, C., Aquilani, B., & Ruggieri, A. (2017). Service quality and customer satisfaction in thermal tourism. The TQM Journal, 29(1), 55–81. https://doi.org/10.1108/TQM-06-20150089

  • Srivastav, G., & Mittal, A. (2016). Impact of internet banking on customer satisfaction in private and public sector banks. Indian Journal of Marketing, 46(2), 36–49. https://doi.org/10.17010/ijom/2016/v46/i2/87252

  • Tarhini, A., Hone, K., & Liu, X. (2014a). The effects of individual difference on e-learning user's behaviour in developing countries: A structural equation model. Computers in Human Behavior, 41, 153–163. http://doi.org/10.1016/j.chb.2014.09.020

  • Tarhini, A., Hone, K., & Liu, X. (2014b). Measuring the moderating effect of gender and age on e-learning acceptance in England: A structural equation modeling approach for an extended technology acceptance model. Journal of Educational Computing Research, 51(2), 163–184. https://doi.org/10.2190/EC.51.2.b

  • Teo, T. S. (2001). Demographic and motivation variables associated with internet usage activities. Internet Research, 11(2), 125–137. https://doi.org/10.1108/10662240110695089

  • Vencataya, L., Pudaruth, S., Juwaheer, R. T., Dirpal, G., & Sumodhee, N. M. (2019). Assessing the impact of service quality dimensions on customer satisfaction in commercial banks of Mauritius. Studies in Business and Economics, 14(1), 259–270. https://doi.org/10.2478/sbe2019-0020

  • Venkatesh, V., Sykes, T. A., & Venkatraman, S. (2014). Understanding e-Government portal use in rural India: Role of demographic and personality characteristics. Information Systems Journal, 24(3), 249–269. http://doi.org/10.1111/isj.12008

  • Yang, Z., Jun, M., & Peterson, R. T. (2004). Measuring customer perceived online service quality : Scale development and managerial implications. International Journal of Operations and Production Management, 24(11), 1149–1174. https://doi.org/10.1108/01443570410563278

  • Yilmaz, V., Ari, E., & Gürbüz, H. (2018). Investigating the relationship between service quality dimensions, customer satisfaction and loyalty in Turkish banking sector: An application of structural equation model. International Journal of Bank Marketing, 36(3), 423–440. https://doi.org/10.1108/IJBM-02-2017-0037


Abstract Views: 373

PDF Views: 1




  • Exploring the Nexus among Internet Banking Service Quality, Customer Satisfaction, Age, and Gender : A Developing Country Perspective during COVID-19

Abstract Views: 373  |  PDF Views: 1

Authors

Meha Joshi
Delhi School of Management, Delhi Technological University, Main Bawana Road, Shahabad Daultpur, Delhi - 110 042, India
Richa Dabas
Jagan Institute of Management Studies, Sector - 5, Rohini, Delhi, India

Abstract


During COVID-19, the banking industry saw a paradigm shift of customers from “traditional” to “online” platforms. This research explored the moderation effect of age and gender in the relationship between online banking service quality and customer satisfaction during COVID-19. The study used explanatory and accurate novel methods to study the relationship between online banking service quality and customer satisfaction in the Indian banking industry. Structural equation modeling was used for testing the relationship. Multi-group moderation technique was employed to explain the moderation effect. The study highlighted that age significantly moderated the relationship between responsiveness, competence, and customer satisfaction. Gender significantly moderated the relationship between competence and customer satisfaction. The study’s novelty lies in finding the critical determinant of customer satisfaction in online banking during COVID - 19 and explaining the moderation effect of age and gender. Moreover, this study addressed feedback and complaint management, which has not been studied widely in the context of quality and satisfaction.

Keywords


Internet Banking, Service Quality, Customer Satisfaction, Moderation Effect, Age, Gender, Structural Equation Modeling, Online Banking, COVID-19.

Paper Submission Date : July 30, 2021 ; Paper sent back for Revision : April 18, 2022 ; Paper Acceptance Date : May 25, 2022 ; Paper Published Online : September 15, 2022


References





DOI: https://doi.org/10.17010/ijom%2F2022%2Fv52%2Fi9%2F171982