- CHAPTER 1: INTRODUCTION
Until recently, the Australian banking sector depended on the branch network to reach out for customers. The industry has new trends whereby banks have to streamline front- line services aided with the internet technology in order to satisfy the desires and expectations of customers. The concept of customer service has been defined by the previous marketing literature as the encounter or direct interaction of a customer with the service firm. Majority of the service literature has focused on the person- to- person relationships hence emphasizing on the interaction between a customer and the service personnel. The main aim of this study is to examine the impacts of service quality on customer satisfaction with a focus on online banking.
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