MOBIL BANKING SERVICE QUALITY AND CUSTOMER RELATIONSHIP PAKISTAN

Abstract

Purpose-The purpose of this research is to examine the impact of Mobile banking service quality and customer relationships in Pakistan. The studies of service quality which effect on customer relationship with banks while using mobile banking have been conducted in Pakistan. The research on this study was done through secondary data question air filled by the participants of the research. The newness of this study is that to know what factors are most important to create good relationship between customer and mobile banking service provider in Pakistan. Methodology-The subject research was conducted by using questionnaire which was filled by 300 individuals of different age group, belongs from every social group and all residence of Pakistan. The nature of research is quantitative and for the collection of data primary sources were used. The data was collected through online survey. The sampling technique used in this research is cross sectional technique and deductive approach has been used. Statistical tools have also been applied to figure out data analysis of this research; in this regard SPSS, Regression and ANOVA have been applied. The dependent variables are used in this research security, practicality, design, sociality and enjoyment. Independent variables are used in this research which have impact of dependent variables are commitment a, trust and satisfaction which analysis how to create strong customer relationship with the banks. Findings-The research abstract can be break into three parts mainly. 1. Commitment: Out of five only two dependent variables are having significant impact. So, the service quality over all cannot enhance to create a customer relationship in terms of commitment. 2. Trust: Out of five, four dependent variables have substantial impact on customer relationship to develop trust by providing anticipated service quality 3. Satisfaction: three out of five have significant impact on customer relationship and service quality provided by banking industry. It’s also noted that the security as a dependent variable have been rejected as impacted factor for creating customer relation, it may be because of its importance for the customer and mandatory factor for the users to be cater by the service provider. Practical Implications of the Research: The result of the research will help banking industry to work on the factors discussed briefly that will help to cater the market and retain the customer by providing required customer service in mobile banking to create customer relationship.