African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4094

Full Length Research Paper

Impact of online service quality on customer satisfaction in banking sector of Pakistan

  Mohsin Zafar, Arshad Zaheer*, Saleem-ur-Rahman and Kashif ur Rehman        
Department of Management Sciences, Iqra University, H-9, Islamabad, Pakistan.
Email: [email protected]

  •  Accepted: 16 June 2010
  •  Published: 30 November 2011



This study formulated and tested a model for customer satisfaction based on service quality in e-banking. The research team developed the model on the basis of theoretical background. The research team used a structured questionnaire in order to collect data from e-banking customers of private sector banks in Pakistan using the convenience sampling method. The sample size of the study was 264. The research team used SPSS 15.0 to examine the variables. The research team also used virtual partial least squares (VPLS) 1.04 for model testing in a single run. The findings validated the relationships between the variables in the model. The outcome of the study was that identified service quality dimensions had a significant impact on customer satisfaction in e-banking. Improvement in web service quality is recommended for achievement of customer satisfaction in banking sector.


Key words: Online customer satisfaction, e-banking service quality, online service quality.