Customer Satisfaction and the Role of Demographic Characteristics in Online Banking

This chapter proposes a model that (1) analyzes the direct and indirect effects of e-service quality on satisfaction and value with the moderating/mediating role of value as well as (2) analyzes the positive impact of gender, age, education, and income on quality, satisafaction, and value. The overall results show service quality is a major predictor of perceived value, which in turn is positively related to customer satisfaction. The mediating/moderating role of perceived value on the relationship between service quality and satisfaction is confirmed. Contrary to the proposed hypothesis, no relationships and no differences in the various subgroups categories of age, education, and income are detected in terms of service quality, value, and satisfaction. Consequently, customers’ demographic characteristics limitation on the adoption of online banking is now history. However, the authors recommend that managers always consider each segment of the customers’ demographic profiles individually while making their decisions.