RELATIONSHIP BETWEEN ATTRIBUTE AND OVERALL CUSTOMER SATISFACTION: A CASE STUDY OF ONLINE BANKING SERVICES

The purpose of this paper is to examine the relationship between attribute and overall customer satisfaction with online banking services. The main objective was to discuss the impact of four online banking service attributes on overall customer satisfaction. The questionnaire designed for collecting data consisted of three parts. Firstly, customer satisfaction with online banking services was measured. Secondly, questions about online banking services usage were comprised. Thirdly, demographic variables were included. Questionnaires were distributed online, of which 171 valid responses were gathered. Descriptive analysis, correlation analysis, and multiple regression analysis were performed to analyze data. The findings showed that accessibility, security and price had a significant and positive effect on overall customer satisfaction, while user-friendly approach positively influenced overall customer satisfaction, but this impact was not statistically significant when other variables were involved. These findings indicate that improving online banking services' accessibility, security, price and user-friendly approach lead to higher overall satisfaction levels of online banking customers.