Investigating the online banking customer satisfaction model under the controlled effect of demographic variables

摘要

The purpose of the paper is to investigate the online banking customer satisfaction model under the effect of control variables. The present study has adopted literature review approach to identify online banking customer satisfaction variables to develop a structured questionnaire for conducting further survey. The questionnaire was pretested in Southern-Western region of India with fifty experts before final survey. A total of 600 questionnaires have been circulated. Finally 453 duly filled questionnaires have been returned taking the response rate to 75.5%. The multivariate statistics analysis has further reduced data into nine parsimonious and orthogonal factors which were used as explanatory variables for determining customer satisfaction among online-banking, by controlling the effect of demographic profiles age, monthly income and educational qualification's impact on customer satisfaction.