Article-2 Assessing the Effect of Cloud-based E-banking Services on Customer Satisfaction: Evidence from Bangladesh

Abstract

Technology as a disruptive tool has accelerated the transition of the traditional banking industry to the internet banking era. E-banking services often referred to as internet banking is installing cloud base services in their business model to fulfil their objectives with more efficiency. Banks are looking forward to clutching maximum level of customer satisfaction with their innovative cloud-based offerings available on the internet ensuring service quality and ease of service usage. With this objective in mind, it is imperative to understand to what extent cloud-based E-banking services are influencing customer satisfaction in our country. Data collected from 313 customers have been analysed using smartPLS3 to investigate the possible relationship between five E-banking service factors and customer satisfaction. The results showed that information security, E-learning and service quality have a significant positive impact on customer satisfaction. Whereas the impact of cloud services and E-CRM on customer satisfaction is not statistically significant. The study has great practical implications as the findings will help policymakers in formulating strategies for cloud-based banking facilities.