Influence of Service Quality in Internet Banking on Customer Contentment

Purpose: The present research looked at the consequences of online banking on consumer fulfilment in commercial banking institutions. The ‎purpose of the research is to investigate the connection between marketing influences and consumer satisfaction. ‎Methodology/Approach: The descriptive design approach is used for the research; it has an infinite population size with a sample size of 385 ‎responders. A convenience sampling technique is also used, and the questionnaire is the primary data collection tool. Findings: Finally, people's ‎perspectives on the marketing tactics used by banks are examined. The banking business is growing more competitive, and mobile and ‎online banking are assisting banks in lowering costs while increasing customer satisfaction. Research Limitation/Implication: The study ‎emphasizes the importance of banks implementing effective marketing strategies to improve customer satisfaction. However, banks should ‎also focus on enhancing service quality, trust, and security to address comprehensive consumer needs. Originality/Value of paper: This ‎research adds to the increasing number of studies on how internet banking and other digital banking services affect customer satisfaction in ‎the commercial banking industry. Its originality lies in the exploration of marketing influences as a key factor in customer perceptions and ‎satisfaction within an increasingly digitalized banking environment. Category: Research paper.