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International Journal of Contemporary Business Studies
Vol: 4, No: 6 JUNE, 2013 ISSN 2156-7506
Available online at http://w w w.akpinsight.webs.com
5.1 Managerial Implication
It can be concluded from the study that managers and decision makers of commercial banks in
Malaysia are avidly looking for ways to improve the elements of service quality that make the
most contributions on determining customer satisfaction. In making such an assessment,
managers should examine customer responses to the five dimensions of service quality used in
this study. From the managerial point of view, service quality can be concluded as the precursor
to customer satisfaction. Having high relative weights of different service dimensions do not
necessarily compute to higher customer satisfaction and vice versa, this could lead to further
improvements in the area of enhancing customer satisfaction.
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Commercial banks in Malaysia will find this study relevant to their decision-making processes as
they seek to improve their customers‟ satisfaction level while maintain customer loyalty,
retention rates and attract new customers. Banks‟ management should therefore focus on
providing superior quality services to their customers while maintain loyalty.
5.2 Limitation of the Study
Although the research findings provide some new insights to researchers, these findings should
be viewed in light of some limitations. 51 samples from Perak may not be large enough to
represent accurately the whole populations‟ attitude towards customer satisfaction in the online
service quality provided by commercial banks in Malaysia.
ACKNOWLEDGEMENT
The author would like to acknowledge Ms. Krishnaveni Nagappan for her week long activity of
data collection. Without her support and perseverance this study would not have been possible.
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