The Impact of Internet Banking Service Quality on Customers’ Satisfaction: A Case study of Industrial and Commercial Bank of China in KunMing, The People’s Republic of China

Main Article Content

Wang Yi


The study investigates the relationships between each dimensions of service quality and customers’ satisfaction in Chinese internet banking (reliability, responsiveness, assurance, service security, transaction efficiency, ease of use, customer support and performance). A total of 400 sets of questionnaires were collected to analyze the results. Descriptive analysis and Pearson’s Correlation Coefficient were used in this research to test the hypotheses and analyze the data. The findings reveal that assurance, transaction efficiency and service security have a strong positive relationship with customers’ satisfaction in internet banking. Reliability, responsiveness, ease of use, customer support and performance have a moderate positive relationship with customers’ satisfaction. Fundamentally, these findings may help marketers to craft their strategy.

Article Details

Author Biography

Wang Yi

Wang Yi recently graduated from Assumption University, Graduate School of Business. This research was completed under the supervision of Dr. Thongdee Kijiboonchoo. He can be reached at