CUSTOMER VIEW TOWARD E-BANKING IN PAKISTAN

Abstract

Purpose- The purpose of the study explores customer view toward E-banking and impact of e banking customer satisfaction, loyalty. Banking sector are investing to much in technology but customer not avail this technology more frequently this study is also Evaluate the gap between bank and customer Methodology/sample- The study involved use of questionnaires filled by 50 respondents A survey are designed to conduct heterogeneous population, where targeted those respondents who come from the general open public (from different genders, races, age groups, status, education backgrounds, designations and professional) Findings- This paper provides a possible six factor model centered upon the following: infrastructure, knowledge, legal-security, socio-cultural, economic and management and banking issues. This research showed that adoption of e-banking (accessibility, convenience, security, privacy, content, design, speed, fees and charges) had a positive effect on Commercial Bank customers' satisfaction, loyalty, Practical Implications- In order to promote IT culture in Pakistan, government has to reduce the internet rate to promote the benefits of e-banking on media so that more user get facilitated from e-banking services.