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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 Figure 3.1: Proposed Theoretical Model Service Quality Dimensions (SERVQUAL) (Independent Variables) Assurance Customer Satisfaction Online Banking (Dependent Variable) Page | 75 Empathy Responsiveness Reliability Tangibles 3.2 Hypotheses of the Study The hypotheses of the study are developed as below: H 1 : H 2 : H 3 : H 4 : H 5 : There is a significant relationship between assurance and customer satisfaction. There is a significant relationship between empathy and customer satisfaction. There is a significant relationship between tangibles and customer satisfaction. There is a significant relationship between reliability and customer satisfaction. There is a significant relationship between responsiveness and customer satisfaction. 3.3 Sample Selection Method The target population of the study comprised of the general public within the city of Perak, Malaysia. The survey was targeted to the users of online banking services at a leading bank in Malaysia. A total of 85 questionnaires were randomly distributed to all walk-in customers at the selected outlet at the bank in Perak over a period of one week. The respondents were asked to apprise their feelings and emotional bonding with the services rendered by the bank. C opyright © 2 0 13. A cademy of Knowledge P rocess
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 3.4 Research Design Quantitative research method is adopted in this research. This technique studies large group of people and making generalizations from the samples being studied to broader group beyond these samples. Commonly used methods of research design are exploratory, descriptive and explanatory studies. The purpose of this study was to investigate the customers‟ perceptions towards online service quality of the bank. Page | 76 4.0 DATA ANALYSIS A total of 85 sets of questionnaires were distributed to the potential respondents and a total of 63 questionnaires were collected. Out of this, 12 sets of the questionnaires were considered unusable because over 25 percent of the questions in Part 1 – Section A of the questionnaire were not answered (Sekaran, 2003). It was assumed that the respondents were either unwilling to cooperate or not serious with the survey. Therefore, only 51 usable sets of collected questionnaires were used for the data analysis. Thereby, the response rate was 60 percent. Section A collects the respondents‟ demographic data which consists of elements such as gender, age, ethnicity, marital status, level of education, occupation and monthly income level. Section B consists of five independent variables, which is of this study‟s main purpose: to determine the relationship between empathy, responsiveness, tangibles, assurance and reliability and customer satisfaction in the online banking services provided. Each variable comprises of three to ten questions that are required to be answered by the respondents. The respondents were required to provide their rating on their perception using a 5 point Likert Scale measurement that ranged from 1=strongly disagree, 2=disagree, 3=neutral, 4=agree and 5=strongly agree. Pearson Correlation and Multiple Regression Analysis tool in Statistical Package for the Social Sciences (SPSS) was used to measure the relationship between variables of interest. 4.1 Customer Profile Respondents form an important component of the primary data survey. Descriptive analysis was done to present the demographic information of the respondents. The sample size consists of 51 respondents of the bank from mainly walk-in customers over a period of one week. The basic attributes of the respondents are income, age, sex, occupation, educational qualification and other socio-demographic information. Table 4.1 below represents a comprehensive profile of bank customers who had participated in this study. Based on the survey, the male respondents represented 32 percent of the total respondents while female respondents represented 19 percent. The highest proportion of respondents were Chinese (64 % or 33 respondents), followed by Malay (23 % or 11 respondents), Indian (11 % or 6 respondents), and others (2 % or 1 respondents). C opyright © 2 0 13. A cademy of Knowledge P rocess
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