UNIVERSITI TEKNOLOGI MARA
SERVICE QUALITY AND CUSTOMER SATISFACTION OF MOBILE BANKING
IN MALAYSIA
NUR E'ZZATI BINTI MD FAISOL
Computing Project submitted in partial fulfillment of the requirements for the degree of
Master of Science in Information Technology
Faculty of Computer and Mathematical Sciences
January 2017
ABSTRACT
The aim of this research study is to find out the service quality gap between perception and expectation of mobile banking subscribers in Malaysia. This study also find out the relationship between service quality and customer satisfaction of mobile banking in Malaysia. This study use SERVQUAL model as instrument questionnaire. The variables include in this study are service quality as independent variable and customer satisfaction as dependent variable. The survey questionnaire has been divided into five dimension of service quality and it consist of perception and expectation question. A sample size of 200 respondents is conducted to existing mobile banking subscribers. The results of this study reveal that the expectations of mobile banking subscribers are higher than their perception in service quality. The results of the correlation analysis show that all the dimensions of service quality are significantly influenced customers satisfaction. The findings also provide several implication for future enhancements of mobile banking application in order to improve the high perception of mobile banking subscribers. This study also determined the significant, limitation and recommendation for the future enhancements in order to improve service quality and customer satisfaction of mobile banking in Malaysia.
ACKNOWLEDGEMENT
I would like to give special thanks and address my deepest and warmest appreciation to my supervisors, Puan Saidatul Rahah binti Hamidi and Dr Shuhaida Mohamed Shuhidan for her assistance, guidance, constructive comments and continuous support thru the process of project until completed. Special thanks also to my Research Methodology lecturer, Assoc. Prof. Dr. Haryani binti Haron for the suggestion, ideas and criticism really help me a lot to finish this project on schedule.
To all my friends that have been helping me and supporting me throughout the entire duration of this semester, thank you for your kind-heartedness. Besides that, I also would like to express my appreciation to all who have directly and indirectly lead me throughout all the stages of completing this project.
Last but not least, millions of thank to all my dearest family members, especially my parents for their great support, blessing, love, contribution and personal sacrifices are truly appreciated and will be remembered.
Thank You.
Table of Contents
AUTHOR'S DECLARATION i
ABSTRACT ii ACKNOWLEDGEMENT iii
LIST OF TABLES iv LIST OF FIGURES v CHAPTER ONE 1
INTRODUCTION 1 1.1. Research background 1
1.2. Problem Statement 2 1.3. Research Question 3 1.4. Research Objectives 3 1.5. Research Scope 3 1.6. Research Significance 3 1.7. Organization of research report 4
CHAPTER TWO 5 LITERATURE REVIEW 5
2.1. Introduction 5 2.2. Service Quality 5 2.3. Service Quality Models 7
2.4. Service Quality and Service Quality Gaps 10 2.5. Customers' Perceptions and Expectations of Service Quality 13
2.6. Mobile Banking Service Quality 15 2.7. Service Quality and Customer Satisfaction 16
2.8. Mobile Banking in Malaysia 17 2.9. Theoretical Framework 19
2.8. Summary 21 CHAPTER THREE 22
RESEARCH METHODOLOGY 22
3.1. Introduction 22
3.3.1. The mapping of the Research Question, Research Objectives, Research
Methods and Research Output 22 3.3.2. Research Operational Framework 23
3.4. Research Model 25 3.5. Sampling Designs 25 3.5.1. Target Population 25 3.5.2. Sample Size 26 3.6. Data Collection 26 3.6.1. Questionnaire Development 26
3.7. Data Analysis 28 3.8. Validity and Reliability 28
3.9. Hypotheses 29 CHAPTER FOUR 30
ANALYSIS AND FINDINGS 30
4.1. Introduction 30 4.2. Quantitative Data Analysis 30
4.2.1. Demographic of Sample 30
4.2.2. Paired T-test 37 4.2.3. Correlation and Regression Analysis 39
4.3. Summary 41 CHAPTER FIVE 42
CONCLUSION AND RECOMMENDATIONS 42
5.1. Introduction 42 5.2. Conclusion 42 5.3. Implication 43 5.4. Constraints and Limitation 44
5.5. Recommendation 45
References 46 APPENDICES 51
APPENDIX 1: Questionnaires 51
