Assessment of factors influencing the satisfaction of internet banking customers in Kazakhstan

Abstract

Internet banking, as an e-commerce product of banks, has become an important way for major banks to capture the consumer market by combining the characteristics of real financial services and the timeliness of the Internet. As the current trend in progress of banking services shows that the banks should be social and innovative, able to meet the requirements of consumers. As for implementing these features in its activities, the bank needs to determine characteristics that effect on customer satisfaction, be the first on the market and be able to implement innovations qualitatively. Nowadays customer satisfaction is a key of any organization in a successful long-term relationship with consumers. Customer satisfaction directly depends on the quality of services, how convenient, safe and reliable the services provided are. This research paper mainly focuses on identifying and assessing different factors influencing satisfaction of internet banking customers in Kazakhstan, that would certainly help banks to increase the level of service quality to attract new potential customers and clearly understand expectations of consumers. This paper applied to the SERVQUAL model to analyze customer satisfaction. The main five factors are tangibility, responsiveness, assurance, reliability and empathy. The research methodology primarily focused on gathering data using a questionnaire and applying different hypotheses. We conducted a questionnaire among the clients of Kaspi Bank and came to the result that there is a positive relation between customer satisfaction and specific factors of the SERVQUAL Model.