The present study aims to assess the degree of service quality and customer satisfaction in the electronic banking context in Battticaloa district. To achieve these objectives a questionnaire was developed with item measures that capture the service quality and customer satisfaction constructs. In a study of 231 respondents (51 percent of response rate), unidimensionality, reliability and validity assessments were conducted to validate the key constructs and one sample t-test was performed to test the hypotheses. The results indicated that service quality and customer satisfaction were at high degree in the electronic banking in Battticaloa district. The findings of this study assist the bank managers, academics and practitioners to develop and implement service quality and customer satisfaction related strategies in the electronic banking. Further, this study makes a contribution to the existing literature by comprehensively examining the notions of service quality and customer satisfaction in the electronic banking.

Currently most of the marketers use celebrity endorsement as an effective promotional tool, where celebrities are the well known individuals to the public, and this celebrity endorsement in advertisements have impact on customer based brand equity. Even though, there is a relationship between celebrity endorsement and customer based brand equity, many scholars have implied that several variables and dimensions also impact on these celebrity endorsement and customer based brand equity broadly. This qualitative comprehensive review explores with the various literature supports for the relationship variables to celebrity endorsement and customer based brand equity. To extend and facilitate further studies contextually and empirically, a comprehensive model is presented to demonstrate how these relationship variables relate to celebrity endorsement and customer based brand equity. This study with a comprehensive and complex model contributes to the existing literature and enhances the studies, which are related to the celebrity endorsement and customer based brand equity.

Understanding the antecedents and outcome variables of customer satisfaction is become an important issue, since there are few comprehensive studies conducted related to the various antecedent and outcome variables of customer satisfaction as a whole. Therefore, the main aims of this qualitative study are to investigate and to build two comprehensive models related to the antecedent and outcome variables of customer satisfaction with the various literature supports. Importantly, the comprehensive and complex models contributes to the existing literature and enhances the future studies, which are related in both online and offline customer satisfaction contexts.