A CLASSIFICATION OF E-BANKING USERS BASED ON IMPACT OF SERVICE QUALITY PARAMETERS IN BANKING INDUSTRY

Abstract

Customer relationship and retention is the key to success for banks. One of the way to achieve it, is through improvement in overall service quality of online banking. This paper have identified factors influencing overall service quality of online banking by survey of 400 online banking users and have proposed a model. After that psychographic and demographic variables are identified and classification is being done within respondents using cluster analysis and researcher get three clusters. Appropriate statistical techniques like k-means cluster, hierarchal cluster analysis were used to classify the segment of respondents. The paper concludes that e-banking user are classified in three clusters and their behavior for each cluster is different. The behavior of cluster one is positive and they are accepting the changes, the behavior of cluster two is negative, they are not ready to accept the changes and the behavior of cluster three is mixture of both clusters. The limitation of this research is respondents are

.