FACTORS AFFECTING THE CUSTOMER SATISFACTION OF INTERNET BANKING SERVICE USERS (BASED ON TWO LICENSED COMMERCIAL BANKS OF KALUTHARA DISTRICT, ALUTHGAMA AREA)

Abstract

Internet banking service can be called a major electronic service introduced by the banking sector to facilitate the daily work of customers. Accordingly,the main objective of this study was to study the factors affecting customer satisfaction of internet banking service users. To carry out this study, 267 customers who use the internet banking service of two licensed commercial banks in the Aluthgama area of Kaluthara district were selected as a sample and the sample units were selected using the convenient sampling method. A structured questionnaire was prepared and thereby a quantitative survey was conducted using the primary data obtained from that. To analyze the data SMART PLS and SPSS Software have been used and the PLS-SEM and Linear Multiple Regression Model have been used for regression. The study tested 11 hypotheses and among the service quality factors efficiency, fulfillment, privacy, and responsiveness have a significant impact on customer satisfaction while contact and ease of use did not have a significant effect on the level of customer satisfaction. Among the demographic factors, education level and internet experience have a significant impact on customer satisfaction while age, gender, and marital status did not have a significant effect on the level of customer satisfaction. Accordingly, the study recommended the factors which impact internet banking services and to improve these factors to enhance the service.