THE EFFECT OF E-BANKING ORIENTATION ON CUSTOMER SERVICE QUALITY KSA BANKS CUSTOMERS’ PERSPECTIVE

The study searches to test e-customer service quality toward e-banking orientation. The target sample was drawn from Saudi Arabian e-banks customers by using questionnaire survey. A total of 160 usable questionnaires were conducted. The results show that there is a positive significant relationship between e-banking orientation and e-service responsiveness, e-service security/privacy, and e-service reliability. Therefore, results of this research confirm the strong evidence that customer service quality can be impacted by e-banking orientation in Saudi Arabian e-banks. For practical implications: when effectively used as a resource for creating competitive advantages through simultaneous competitor orientation, customer orientation, and strategic orientation, can lead Saudi Arabian banks to provide high levels of service quality to customers and build proper reputation with regards to their reliability activities, security activities, and responsiveness activities in the market environment. Additionally, the findings of this study might be generalized for other Saudi Arabian financial institutions e-service quality. Finally, the findings highlight significant relationships to test in future researches concentrating on different industries.