An empirical assessment of customer satisfaction of internet banking service quality – Hybrid model approach

Abstract

PurposeThe present work has proposed and employed an innovative hybrid method based on the combination of factor analysis and an artificial neural network (ANN) model to forecast customer satisfaction from the identified dimensions of service quality in India, a developing country.Design/methodology/approachThe qualitative study is conducted with Internet banking users to understand e-banking clients' perceptions. The data is collected with the help of a questionnaire from randomly selected 208 customers in India. Firstly, factor analysis was performed to determine the influential factors of customer satisfaction, and four factors i.e. efficiency, reliability, security and privacy, and issue and problem handling were extracted accordingly. The neural network model is then applied to the factor scores to validate the key elements. Lastly, the comparative analysis of the actual ANN and the regression predicted result is done.FindingsThe success ability of the linear regression model is challenged when approximated to nonlinear problems such as customer satisfaction. It is concluded that the ANN model is a better fit than the linear regression model, and it can recognise the complex connections between the exogenous and endogenous variables. The results also show that reliability, security and privacy are the most influencing factors; however, problem handling and efficiency have the slightest effect on bank client satisfaction.Research limitations/implicationsThis research is conducted in India, and the sample is chosen from the urban area. The limitation of the purposeful sampling technique and the cross-sectional nature of the data may hamper the generalisation of the results.Originality/valueThe conclusions from the study will be helpful for policymakers, bankers and academicians. To our knowledge, few studies used ANN modelling to predict customer satisfaction in the service sector