Relationship of Online Service Quality with Customer Satisfaction in Internet Banking Case Study: Pasargad Bank

In providing new services, in addition to correspondence of new services to customer needs, the means by which these services are brought to the customer is also important. The growing IT and ICT applications have had far reaching implications for the mode of operation in all sectors, including banking industry. The Internet has radically changed the established concepts in marketing and provision of goods and services as well as the customer expectations regarding quality of products and services. The new means in provision of banking services which is closely tied to ITC plays a critical role in customer satisfaction and retention and in giving the bank a competitive edge over the rivals. In this study, using descriptive-correlation method, relationship of online service quality with customer satisfaction in Bank Pasargad was investigated on a sample consisted of 330 customers of this bank across the country. Customer satisfaction was measured in relation to the following dimensions of online service quality: efficiency, reliability, responsiveness, fulfillment, privacy, and empathy. The findings confirmed significant relationship of the dimension responsiveness, privacy, and empathy with customer satisfaction. However, no significant association was found between dimensions efficiency, reliability, and fulfillment with customer satisfaction.