Customers’ Delight: Missing Factors in Internet Banking: Case from National Bank of Pakistan

Abstract

The objective of this study is to foster the e-banking services that how convenience, internet knowledge, security and risk factors effects on customer delight. The rise of internet banking has dramatically changed how customers interact with financial institutions, making it essential for banks to identify the key drivers of customer delight. This research explores the critical factors that contribute to a satisfying internet banking experience, including user-friendliness, transaction efficiency, personalized services, and robust support. Data was collected from 657 customers of national bank limited in Pakistan with the help of questionnaire. Out of 657 responses 438 responses were selected for data analysis and responses with incomplete and missing information is excluded. The data is analyzed with the help of SPSS A results revealed that Convenience, and reliable assistance are crucial in fostering customer delight. As the regression analysis further identifies convenience as a significant predictor, confirming its impact on customer delight satisfaction. Furthermore, The regression analysis also supports perceived risk, indicating that higher perceived risk substantially increases customer delight satisfaction. The findings emphasize the significance of building trust and ensuring the security of online transactions. By understanding these factors, banks can optimize their internet banking services, enhance customer satisfaction, and drive business success.