ASSESSING THE E-SERVICES OF THE BANKING SECTOR BY USING E-SERVQUAL MODEL: A COMPARATIVE STUDY OF LOCAL COMMERCIAL BANKS AND FOREIGN BANKS IN PAKISTAN
The aim of the present study is twofold; firstly, to measure the differences in e-services of foreign and local commercial banks and secondly, to find out the critical dimension of e-SERVQUAL for online banking. The study used comparative approach; local commercial and foreign banks in Pakistan. For this purpose, the study targeted local (MCB and HBL) and foreign (Standard Charted and Alfalah) banks. A total of 195 responses were received through a mean of questionnaire based on a five - point Likert scale from Sahiwal. The study performed reliability analysis, regression and Pearson chi-square. The reliability of all dimensions was tested with a Cronbach alpha that was greater than.7. The results of the chi-square showed that no difference is found with respect to any dimension in e-services of both local and foreign banks in Pakistan. The findings of the regression analysis showed that e-service quality was affected by 66.2% due to dimensions of e-SERVQUAL. The "reliability" and "privacy" have highest impact on e-service quality than all other dimensions, so banks should pay more attention on these dimensions because that is critical to online banking.