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Factors Affect the Customer Satisfaction of Internet Banking: an Empirical Study in China

Propose of the paper is to analyze factors of customer service quality that could influence internet banking customer satisfaction in the Chinese commercial banking sector. Moreover, the paper also tries to explain the relationship between customer service quality and customer satisfaction, and to find some major facts for keeping high level internet banking customer satisfaction. The data demonstrated that customer service quality have direct and significant effect to internet banking quality in the banking sector. And customer service quality is positively related to internet banking customer satisfaction. Finally, it is observed that privacy, reputation and price are key factors to affect customer satisfaction in the internet banking service. After the validation of measurement scales, the hypothesis is verified through structural modeling. The authors validate the hypothesis and a measurement model. The paper proposes a structural model for analyzing empirically the link between customer service quality and internet banking customer satisfaction in Chinese internet banking sector.