Customer satisfaction in the digital era based on SERVQUAL model: the case of Azerbaijan digital banking

Ing. Leyla Shahvaladova

Diplomová práce

Abstract:

Digital banking is one of the leading sectors in adopting and implementing the novelties brought by digitalisation. The innovative approaches have an impact on the perceptions of services and satisfaction of customers using digital banking platforms. The purpose of this study is to explore the factors influencing customer satisfaction in the context of the digital bank in Azerbaijan. The conceptual framework is developed by integrating extended service quality dimensions and the Technology Acceptance Model. Based on theoretical concepts and fulfilling research objectives, 7 hypotheses are developed. The data are collected through an online questionnaire and analysed using the Partial Least Squares Structural Equation Modelling technique via the SmartPLS 4 tool. The findings from a comprehensive statistical analysis provide useful insights. It is observed that service quality has a significant impact on perceived ease of use, in contrast to its impact on perceived usefulness. Furthermore, perceived usefulness and ease of use both positively affect customer satisfaction. However, the relationship between perceived ease of use and customer satisfaction is stronger than the relationship with perceived usefulness. The main factors which affect user perception and satisfaction include user-friendly design, personalised features, automated processes, error-free systems, quick response times, and 24/7 accessibility. The research findings enhance knowledge about the factors affecting customer satisfaction within the digital age in Azerbaijan.

Keywords

Digital Bank, Service Quality, SERVQUAL, Extended SERVQUAL, Technology Acceptance Model, TAM, Customer Satisfaction

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 9. 5. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 17. 6. 2025
• Vedoucí: doc. Ahad Zareravasan, PhD
• Oponent: Ph.D. Feybi Ariani Goni

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Business Management / Business Management