Assessing Serviceability and Reliability to Affect Customer Satisfaction of Internet Banking

The purpose of the research is to analyze factors of serviceability and reliability that could influence internet banking customer satisfaction in China. Moreover, the paper also tries to explain the relationship among serviceability, reliability and customer satisfaction, and to find some major variables for keeping high level internet banking customer satisfaction. The data demonstrated that serviceability and reliability have direct and significant effect to online banking customer satisfaction in the Chinese banking sector. Finally, it is observed that convenience, comfortable, empathy, privacy, security and assurance are key factors to affect customer satisfaction in the internet banking sector. After the validation of measurement scales, the hypotheses are contrasted through structural modeling. The authors validate the hypotheses and a measurement model. The paper proposes a model for analyzing empirically the link among serviceability, reliability and customer satisfaction in Chinese internet banking industry.