Assessing Customer Satisfaction of m-banking in Oman Using SERVQUAL Model

Mobile banking (m-banking) is a technology trend that is leveraged to become very important channel for banks to compete and deliver their services to customers. Knowing how to enhance this service is going to return positively on the earnings of the bank. This research paper studies the customer satisfaction while using mobile banking in Oman based on SERVQUAL model. The five factors of SERVQUAL were studied and it was reviled that reliability and tangibility had the strongest positive relation with customer satisfaction in positive way. Furthermore, assurance and responsiveness has moderate positive relationship. However, empathy had a very weak relation with customer satisfaction. The results will help banks to precisely study the factors that they need to improve e-baking service satisfaction.