BUSE 4037 : To Determine the Influence of Selected Antecedents of Customer Satisfaction - Management Assignment Help

Assignment Task:

Task:

Research objectives

This study seeks to achieve the following objectives.

? To determine the influence of selected antecedents of customer satisfaction with online banking apps. (e.g., perceived ease of use, perceived usefulness and customer experience)

? To investigate selected behavioural outcomes of customer satisfaction with online banking apps (e.g., customer trust and loyalty).

? To ascertain whether customer satisfaction varies across gender.

? To examine whether the perceived ease of use of online banking apps depends on the level of education.

? To investigate whether there is an association between marital status and the choice of a bank.

Proposed Conceptual Model Figure 1. Conceptual model. Perceived ease of use (PEU)

- refers to user’s perception of whether using a bank app would require a mental effort on his or her part. Perceived usefulness (PU)

- refers to the extent to which target customers believe that using IT will create significant value for them Customer experience (CE)

- the internal and subjective response or perception customers have to any direct or indirect contact with a company, a brand or a product/service. Customer satisfaction (SAT)

- the degree to which a customer perceives that an individual, firm or brand has effectively provided a product or service that meets the customer’s needs in the context in which the customer is aware of and / or using the product or service. Perceived Usefulness Perceived Ease of Use Customer Experience

 Customer trust (TRU) - the customers’ willingness to trust their exchange partner. Customer loyalty (LOY): a deeply held commitment to re-buy or re-patronize a preferred product consistently in the future situational influences and marketing efforts that might cause switching behaviour

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