ASSESSMENT OF CUSTOMER SATISFACTION TOWARDS INTERNET BANKING: A CASE STUDY OF MATHURA (U.P.)
Abstract - The global economy has been revolutionized with the drastic takeover of e-banking in almost every sector of the market. E-banking offers many benefits such as time-saving operations, ease of use system and many more, and Internet banking offers enormous changes in the customers'banking operations. Out of the grounds of offered benefits, internet baking is far behind in terms of the number of users in India. Better knowledgeofthe requirements and needs of customers is one of the major factors contributing to the adoption of Internet banking. The main objectives of the study are toidentify the demographics factors thatimpact on customer satisfaction towards Internet banking and evaluate the Internet Banking dimensions that mark a higher impact on customer satisfaction.Primary data is collected for the current study from the study region Mathura (U.P.), a self-administered questionnaire was distributed, and the response was successfully collected from about 225 respondents. For better data validation and analysis, some tests such as ANOVA and regression were applied and proved the impact of some dimensions of Internet banking on customer satisfaction. Among the studied dimensionsof service quality, security and privacy, demographic factorssuch as age and Occupation have proven to be the major contributors to customer satisfaction. Current research can be counted on directly by the banking managers and policymakers to fill on the towards internet banking adoption and also to make the base for more satisfied users.
Keywords - Customer Satisfaction; Loyalty; Internet Banking; Service Quality; Security and Privacy.