Abstract:
Internet banking, as an e-commerce product of banks, has become an important way
for major banks to capture the consumer market by combining the characteristics of real
financial services and the timeliness of the Internet. As the current trend in progress of
banking services shows that the banks should be social and innovative, able to meet the
requirements of consumers. As for implementing these features in its activities, the bank
needs to determine characteristics that effect on customer satisfaction, be the first on the
market and be able to implement innovations qualitatively.
Nowadays customer satisfaction is a key of any organization in a successful long-term
relationship with consumers. Customer satisfaction directly depends on the quality of
services, how convenient, safe and reliable the services provided are. This research paper
mainly focuses on identifying and assessing different factors influencing satisfaction of
internet banking customers in Kazakhstan, that would certainly help banks to increase the
level of service quality to attract new potential customers and clearly understand expectations
of consumers. This paper applied to the SERVQUAL model to analyze customer satisfaction.
The main five factors are tangibility, responsiveness, assurance, reliability and empathy. The
research methodology primarily focused on gathering data using a questionnaire and applying
different hypotheses. We conducted a questionnaire among the clients of Kaspi Bank and
came to the result that there is a positive relation between customer satisfaction and specific
factors of the SERVQUAL Model.
