FACTORS INFLUENCING CUSTOMER SATISFACTION IN E-BANKING SERVICES IN PAKISTAN: EVIDENCE BASED ON RELIABILITY, PRIVACY & CONVENIENCE

The current research aims to investigate the impact of key services factors on customer satisfaction in online banking in Pakistan. In this regard, three key factors including convenience, privacy and reliability were tested. The data was collected through a questionnaire-based survey. The target population was users of the E-banking services in Pakistan and a total of 320 responses received out of which 300 surveys that were used for the final analysis after screening. The results provide significant information that are thus helpful in reaching the conclusion. Based on analysis, we found a significant positive relationship between e-banking services (reliability, privacy & convenience) and customer satisfaction. The results further show that modern e-banking is positively correlated with customer satisfaction and Pakistani customers are very satisfied with the online banking services. In this connection, the results of current study suggest that banks should focus upon privacy protection of their customers and convenience of use while designing the online banking services.