FACTORS INFLUENCING CUSTOMER SATISFACTION TOWARDS ONLINE BANKING IN SAUDI ARABIA

Abstract

Online banking has become more popular because of the flexibility and convenience it offers to customers. Financial institutes and banks started promoting online banking to reap the associated benefits, lowering operating costs and enhance their competitive advantages. In Saudi Arabia, many studies were done on customer satisfaction toward online banking; however, most of the studies have been done on basis of service quality perspective. This study investigates factors influencing customer satisfaction toward online banking in Saudi Arabia using technology acceptance model (TAM). The dependent variable is customer satisfaction towards online banking in Saudi Arabia. The independent variables are perceived security and privacy, perceived usefulness; and perceived ease of use. Data were collected using questionnaires. Data analysis and findings were discussed in chapter four. Finally, it concludes that the customer satisfaction towards online banking in Saudi Arabia is influenced by perceived security and privacy, perceived ease of use and perceived usefulness.