Exploring antecedents of online banking customers and empirical validation

The purpose of this paper is to explore the dimensions of service quality of online banking and to study their impacts on customer's satisfaction. In this paper, we have adopted two‐fold strategies. To begin with, an exhaustive literature review was conducted to identify variables and scope of the present study and next approach was expert opinion followed by field survey using structured questionnaire. Based on constructs and their items, identified through literature review we have developed a structured questionnaire which was pretested before using for final survey. In our present study, 150 customers response was collected from commercial banks in Visakhapatnam City, Andhra Pradesh. Findings shows that EFA has reduced data into seven factors out of which four factors are supporting the framework and three are found to be statistically insignificant. The conclusive framework explains over 72% of the total variance, shows that model is having strong explanatory power. The present study has contributed a strong service‐quality model for e‐banking.