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create more advertisement about the features, the type of product and services offer to the customers and advantages by using online
banking by this bank brand. The banker can promote their products and service not only focus through social media but can also
collaborate with other television show. This finding was supported as a core part of the communications strategy and plays a key
role in raising awareness of core brand assets. Television station is one of the most significant mediums for building long-term
emotional bonds with brands (Sarah,2020). To add on, Bank Islam can also create billboard advertisement. People will always be
staring at the large and eye-catching display because billboards are strategically placed along major routes and intersections
(Primarymedia,2021). Indirectly, the product and services could be introduced which make people want to know the details. Apart
from that, privacy and security should be highlighted by this bank brand. To briefly this situation, not all the respondents would be
interested if they must do lots of step and safety phase to log in their own personal information data through online banking. As
example, bank can use alternative way by providing voice recognition technology. This finding supported, by over 76% said that
voice recognition technology is more secure than fingerprints (Simon. E, 2020). Along these lines, high-quality speech recording
cannot deceive the voice recognition system, meaning that the scammers and hackers will have a hard time accessing the system
and causing damage. In addition, the site organization are recommended to improvise the suitable of theme colors and the layout
as to capture customer intention. To add on, this bank brand not only just put image for introduce their product, but they can put
interesting short video. Short and informative video can keep people engaged with content significantly longer than text and
pictures. In fact, people stay on websites with videos 60% longer than sites just text and picture (Mark, 2017). After that, the policy
banker must improve their responsiveness towards users. This is one of the important matters to enhance the relationship between
the user and the banker itself. Therefore, through this circumstance, they must improve their ways to communicate by implement
the best alternative such as autonomous reply chat if the employees could not be able to entertain all complaints from the customers
at one time. In short, this will increase the level satisfaction of customers towards online banking at Bank Islam Malaysia Berhad
(BIMB).

5.3 LIMITATION
There are few limitations that can be identified in the research. Firstly, the limitation can be seen that overall, this research is
dominated by the younger generation which is below 25 years old with 115 respondents compared to older generations around 56
years old and above with 1 respondent. Secondly, the other limitation is when to distribute the questionnaire. This limitation for
this research to distribute the questionnaire due to Movement Control Order (MCO) by Pandemic Covid-19. The researcher
distributed questionnaires by using google form links and through WhatsApp and Facebook as a tool to reach the respondents. This
situation makes the respondents think that the link provided might be a scam because it is related to their online banking transaction
and respondent data. Finally, the last limitation while conducting this study is the list of factors e-service quality online banking
which is privacy and security, reliability, responsiveness, site organization and efficiency may not cover all possible factors that
have important influence on customer satisfaction among Johor consumers provided by Bank Islam Malaysia Berhad (BIMB).

5.4 RECOMMENDATION
To improve all the limitations research that have been discussed previously, there are several recommendations that can raise up
for future research. Firstly, regarding the respondents’ matter, the researcher should not only focus and find among young groups
but also must get perception and opinions from the elderly group also due it is crucial. From that, it can ensure the result might
be balanced and obtain accurate data analysis. After that, to solve the problem of factors faced by this research, there are more
suitable, or other independent variables should be included. There are two independent variables such as system availability which
are defined as the correct technical functioning of the site and fulfilment in which it is discovered the site’s promises about
order delivery and item availability are fulfilled. These two factors also supported by some studies with about 70% can influence
the overall customer satisfaction in online banking. These factors could be influenced on the level of customer satisfaction through
the e-service quality of online banking. As a result, future studies should include more accurate independent variables to produce
better data analysis.

5.5 CONCLUSION
In this study, the researcher is carrying out about the factors e-service quality of online banking and its influence on customer
satisfaction among Johor consumers at Bank Islam Malaysia Berhad (BIMB). There are five research questions and research
objectives being examined respectively. The conceptual model was developed based on previous research on factors of e-service
quality online banking to better understand the aspects that influence customer satisfaction. After that, there are five factors of e-
service quality online banking involved in this research namely Privacy and Security (PRISE), Reliability (RELI), Responsiveness
(RESP), Site Organization (SIOR) and Efficiency (EFFE) influences on customer satisfaction among Johor consumers. Through
this study, the total respondents are 165 were collected and analyzed by using SPSS version 26 to generate accurate data. After
generating all data analysis in chapter 4, it can be said the main findings shows reliability has positively significant effects on
customer satisfaction of online banking followed by efficiency also having a positively significant relationship towards customer
satisfaction. Unfortunately, there are three factors of e-service quality online banking could not be supported on customer
satisfaction namely privacy and security, responsiveness, and site organization. Therefore, these three factors should be addressed
and highlighted by the banker to give more understanding and focusing for this matter. In short, for the next research, the researcher
must add any other possible factors e-service quality of online banking into the conceptual framework. To summarize all these
findings, this research has fulfilled two out of five hypotheses and answered research questions and objectives. As a result, various
recommendations for further research were made to reduce constraints and improve the e-service quality of online banking provided
by Bank Islam Malaysia Berhad.

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