Analysing the Customer Satisfaction Index of E-banking Using Kano (1984) Model Framework

Abstract

This study attempts to establish the relationship between market dynamics and service components for the quality of the service of e-banking over a period of 5 years. The study used the Kano et al. (1984) questionnaire to identify the 15 variables, determining the customer’s satisfaction for quality improvement in e-banking services, based on a survey conducted among bank customers. Kano model’s attributes of CS were quantified by calculating the CS and dissatisfaction index with the average satisfaction coefficient over the time frame. The study concludes that over time, the customer requirement has gone through a major shift from one category to the other. To maximize customer satisfaction, this study will help the banking sector to identify the essential and competitive customer requirements, and design products and services accordingly.