Customer Satisfaction Influencers: An Empirical Investigation of Online Banking Services

Abstract

The present study aims to examine the factors influencing customer satisfaction in online banking services, focusing on services quality, customer experience, technological advancements, customer adoption, and online trust. Data was collected from 728 respondents through a self-administered questionnaire and analyzed using SPSS and AMOS software. Structural equation modeling (SEM) was employed to examine the variables and assess the fitness of the proposed model. This research also investigated the mediating role of various factors in customer satisfaction. Similarly. Customer experience has direst impact on customer satisfaction and an indirect impact through customer adoption. Technological advancements directs influence customer satisfaction and indirectly through online trust. The results suggest that customer perception, customer adoption, and online trust are pertinent to the development of customer satisfaction in online banking services.