Assessing E-Services in the Banking Sector Using the E-SERVQUAL Model : A comparative study of Sri Lankan and Swedish Commercial Banks

This study explores the influence of E-services on customer satisfaction within the commercialbanking sectors of Sri Lanka and Sweden. As digital transformation becomes a central themein modern banking, understanding how various dimensions of electronic services impactcustomer perceptions is vital. The research evaluated twelve key variables including efficiency,digital services, offline services, compliance and security, language support, accessibility, trustand reliability, reliability of online platform, full product range, chatbot and AI support,services for low income and unbalanced customers and cash hybrid services.A quantitative research approach was used by employing a structured survey questionnaire tocollect data from 192 bank customers in each country. The sample was selected through simplerandom sampling to ensure a fair representation. Data analysis was conducted using thestatistical package for the social sciences (SPSS), incorporating descriptive statistics, reliabilitytesting, validity checks using Kaiser-Meyer-Olkin method, multiple analysis and hypothesistesting.The findings revealed significant variations between the two countries. In Sweden, Customersatisfaction was strongly influenced by factors such as compliance and security, languagesupport and accessibility by highlighting the country’s emphasis on inclusive, secure andefficient banking services. In Sri Lanka, hybrid services, trust and assistance for financiallyunbalanced customers showed a more prominent impact by reflecting different customer needsand infrastructural conditions.The study concludes that customer satisfaction in digital banking is highly context dependent,shaped by both technological maturity and socio economic factors. Therefore, banks must tailortheir digital service strategies according to local customer expectations and serviceenvironments. This research contributes to the growing field of cross cultural digital bankingstudies and offers practical insights for banks aiming to enhance user experience throughcontextually responsive E-service innovations. It also lays a foundation for future comparativestudies in digital banking across different economies and demographic segments.