The Impact of E-Banking on Customer Satisfaction in Pakistan

Abstract

This study presents the current status of E- banking in Pakistan and its effect towards the practice and also explains its impression on the customer satisfaction of the financial institutions. The main purpose of this study is to point out those outcomes which are measured to be the main players in raising the customer satisfaction in Pakistan. Using a qualitative research approach, this study collected primary data through interviews to describe the results of interviews conducted on the level of arrangement in the minds of the customers. In the previous years, many banks have initiated to proposal as well as to provide the customers and support their appearance as a friendly organization and to ease their customers whereas to allow them to do banking services without visiting the branches of the bank. Through this research, it has been perceived that customers who have taken the services are getting benefits however they feel a little bit uncomfortable after using e-banking banking services quality. Many of the customers have upraised the complaint that no services of utilities have been registered in E-Banking. Although customers have very much awareness but not in a very large scale. Awareness is very high among the customers which are using the services, but internet usage or mobile banking is a new technique and customers are hesitant to work easily within this new atmosphere. Electronic banking has many benefits in improving customer satisfaction like reduced frequency of bank visits, reduced waiting time for customers etc. It facilitates users to manage their bank account transactions and there is a great exposure for banking industry to increase these online services in Pakistan.