Page 616 - MARSIUM'21 COMP OF PAPER

595 Nur Fazira & Dr Adaviah (2022)

2.3.1.2 RELATIONSHIP BETWEEN RELIABITY AND CUSTOMER SATISFACTION
Reliability (RELI) is an important feature of the e-service quality dimension in online banking. Reliability is defined as the
capacity to deliver the promised service consistently and effectively. According to Zeithamle (2015), some studies discovered
that reliability rating had the greatest impact on customer satisfaction. On the other hand, it includes two concepts, which are
dependability and performance consistency. Saha and Zaha (2016) stated that, reliability also involves keeping promises in
areas like proper recordkeeping, billing accuracy, and providing services within a reasonable time frame. Gorder (2012) also
looked at reliability as the most important element for customers to consider when evaluating e- service quality to boost
customer satisfaction. Customers should be particularly concerned about the reliability of new technologies as mentioned by
Zeithaml and Bitner (2018), because they may be connected to threats such as technical breakdowns (Shamdasani, 2018).
Many consumers will rely only on the internet banking system rather than visiting a bank office (Bose and Sarker, 2012).
Finally, in his research by Weijters, (2015) showed that reliability and accuracy are sufficient criteria for evaluating
technology-related services. This is because most studies suggest that reliability has an impact on customer satisfaction with
online banking. As a result, the following reliability hypothesis was developed.

H2: Reliability has positively significant relationship with customer satisfaction towards online banking.

2.3.1.3 RELATIONSHIP BETWEEN RESPONSIVENESS AND CUSTOMER SATISFACTION
Customers are particularly interested in the higher speed for services they are being offered, which may significantly boost
customer satisfaction when using online banking in their daily lives (The Wall Street Journal, 2011). To back up this claim,
several studies have shown that customers who have been using online banking system services overestimate service
processing time (Hornik 2010). Customers prefer to be served quickly in some cases (Young, 2017). Employees' willingness
or readiness to give service also falls under the category of responsiveness. It involves a variety of time- honored services,
such as sending transaction slips instantly, contacting customers, and providing prompt feedback. Based on this study, this
element is thought to have an impact on customer satisfaction with online banking. This is because all research suggests that
responsiveness is important in ensuring customers' satisfaction with online banking. As a result, responsiveness (RESP) has
a positive impact on customer satisfaction in online banking systems.

H3: Responsiveness has positively significant relationship with customer satisfaction towards online banking.

2.3.1.4 RELATIONSHIP BETWEEN SITE ORGANIZATION AND CUSTOMER SATISFACTION
Brown (2021) found that the design of the site organization is the first impression that users perceive. Therefore, the site
organization design should be visually consistent with the rest of the site for users to view. Other than that, Cronin (2012)
pointed out site organization is one of the most essential factors influencing consumer satisfaction ratings. According to the
research, a higher level of online banking service will have a great impact on customer satisfaction and may decrease the
chances that the customer will leave the bank's website. In addition, Jayawardhena and Foley (2020) discovered that elements
of site organization in online banking, such as web sites, the number of clicks required to access what the consumer needs,
and the amount of information provided, are vital for enhancing customer satisfaction. According to Selvakumar (2015), site
organization is a main factor in the banking business. In summary, it is hypothesized in this study that site organization
(SIOR) is positively related to customer satisfaction with online banking.

H4: Site Organization has positively significant relationship with customer satisfaction towards online banking.

2.3.1.5 RELATIONSHIP BETWEEN EFFICIENCY AND CUSTOMER SATISFACTION
Efficiency refers to the number of transactions performed by a user while using an online banking system to conduct their
own transactions. According to Kheng (2010), when a user's maximum needs are met completely and efficiently, the user is
inclined to become satisfied and loyal to the cyber-banking service they have chosen. Aside from that, the banking service's
internet systems must be more efficient to improve consumer satisfaction. In short, when customers' transactions are handled
efficiently and quickly every time, they become more loyal and satisfied. Besides that, Amin (2016) said that efficiency is
the most essential element among others that has a direct impact on customer satisfaction. Furthermore, efficiency is the
most important determinant in the banking sector, especially in evaluating customer satisfaction, to retain and maintain
average customer retention, and poor service quality would lead to customer dissatisfaction (Selvakumar, 2015). In short,
this research has been hypothesized that efficiency (EFFE) is positively related to the customers’ satisfaction on online
banking.

H5: Efficiency has positively significant relationship with customer satisfaction towards online banking.

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