Literature View Impact of service quality on customer satisfaction: Study of online banking & ATM service in Malaysia

This study is used to show the impact of service quality on customer satisfaction considering online banking and ATM services in Malaysia. Customer satisfaction is very important for the internet companies because customers want maximum benefit. If companies fail to provide quality services or products customers will leave them and move to another !igher levels of service lead firms to gain higher levels of profits as compare to competitors. Consumer satisfaction and loyalty may be determined by the quality of a single service meeting which is unexpected is the service organi"ations #$olomon $urprenant C"epiel and %utman &'()*. A customer may dissatisfy if a firm fail to meet the acceptation of him. A service take time in a process of customer and service firm employees interaction #C"epiel $olomon and $urprenant &'()*.The scope of service quality and+or consumer satisfaction with services examine by the quality of interaction pattern of human #,arasuraman -eithaml and .erry &'((*.consumer/s thinks that the interaction with service employees defines the service encounter. Therefore service employees must be trained and empowered to give customers the effective service #.itner .ooms and Tetreault &''01 .itner .ooms and Mohr &''2*. A service failure when it does not meet expectations #.ell and -emke &'(3*. The belief that service failures have greater punishers than product failures by a survey conducted by Andreasen and .est #&'33*. All the actions people may conduct to move a customer from a state of dissatisfaction to a state of satisfaction called as service recovery. -emke #&''4 p. 254*

Literature View IMPACT ! S"#$IC" %&A'IT( ) C&ST M"# SATIS!ACTI ): A CAS" ST&*( ! PA+ISTA)I ,A)+I)- S"CT #
This study is used to find the relationship between service quality and customer $atisfaction in the banking sector of ,akistan.!ence greater level of service quality would results in greater customer satisfaction. #6amal and khattak 7004*.if the service quality is low customer satisfaction would also be low. 8ltimately customers will move away to another company which is providing high quality service and will become their loyal customer forever. #9nnew and .rinks &''5*. :ew service firms researchers adopt a proper approach in service recovery with refer to consumer satisfaction #Albrecht &'((*. In addition many companies are not prepared to recover from service failures to handle discontented customers during a service encounter due to lake of proper training #.erry and ,arasuraman &''7*. TA;, #&'(5* research findings suggest that the average customer who has had a problem with an organi"ation tells ( to &0 people about it and '0 percent say they will never do business with that company again. 9<$= is a model that is used to measure the quality of online services. This model covers all aspects of online services such as shopping purchasing and prices etc. Another model known as >9.=8A? contains nine dimensions about service quality such as information response time trust innovation etc. #,arasuraman @ %rewal A. 7002*.Another model was developed known as 9<$<=8A? with seven dimensions later extended to eleven dimensions which are used to measure the online service quality.#$antos 7004B >atson ;.T. @ kevan &'')*.$o service quality and customer satisfaction are closely linked with each other