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Customer Satisfaction with Internet Banking in Brunei Darussalam: Evaluating the Role of Demographic Factors

Afzaal H. Seyal and Md. Mahbubur Rahim
e-Service Journal
Vol. 7, No. 3 (Summer 2011), pp. 47-68
Published by: Indiana University Press
DOI: 10.2979/eservicej.7.3.47
Stable URL: http://www.jstor.org/stable/10.2979/eservicej.7.3.47
Page Count: 22
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Customer Satisfaction with Internet Banking in Brunei Darussalam: Evaluating the Role of Demographic Factors
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Abstract

ABSTRACT The pioneering study highlights the online banking customers' satisfaction and investigates the demographic factors that are significant predictors in assessing online banking customers' satisfaction in Brunei Darussalam. The study uses a survey approach methodology of four hundred customers of the four major banks in Brunei Darussalam. Data from the individual customers confirms that 31% of them are using Internet banking and 46% of the respondents are satisfied with Internet banking. Factors such as income level, Internet experience, age and educational level are significant determinants of overall satisfaction with online banking. However, gender has no impact in determining the overall satisfaction. The model tested with hierarchical regression analysis has a good fit with 66% of variance being explained by all the independent variables towards the customers' satisfaction. Based upon the results some recommendations were made.

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