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BUSINESS VISION (Vol. 8)

business_vision

IMPACT OF ONLINE SERVICE QUALITY ON CUSTOMER SATISFACTION AND COMMITMENT

  • Author : Prof. Manas Pandey
  • Edition : January - December 2012
  • Pages  : 133
  • ISSN   : 0973-1369
  • Abstract : Today the digital revolution has undoubtedly changed almost every aspect of daily life. The adoption of information technology (IT) applications is no longer a means for sustaining competitive advantage but an essential weapon not only for survival but for effective and gainful working of the all types of organisations. There are several competitive advantages associated with the adoption of information technology in service organisations, viz. the creation of entry barriers, enhancement of productivity and increase of revenue generation from new services (Fitzsimmons and Fitzsimmons, 1997). In fact service quality is one of the main factors determining the success of electronic commerce (Santos, 2003), trade and industry including banking business. This paper measures the impact of online service quality on customer satisfaction and commitment on the basis of data obtained from randomly selected 400 online banking customers from Channi Himmat colony of Jammu city. SPSS and other relevant techniques were applied for data purification and analysis. The findings indicate online service quality positively affecting customer satisfaction and commitment measured in terms of responsiveness, empathy, tangibility.

R.D. Sharma

Professor,Chairman

J&K Board of Professional Entrance Examinations, Jammu

Ms Shiffu Abrol

Ph-D. Scholar

Department of Commerce, University of Jammu, Jammu

 
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