Satisfaction an Antecedent of Word-of-mouth among Electronic Banking Users: A Study on Salaried Employees

Abstract

The study attempts to investigate whether the satisfaction pertaining to the use of electronic banking (e-banking) channels has any impact on word-of-mouth (WOM) among specific group of population, that is, the salaried employees. A sample of 400 respondents was collected from the districts of southern Assam, India, based on post-stratified random sampling. After achieving good fit of the measurement model by confirmatory factor analysis, hypothesis testing was done using structural modeling to find the causal relationship between the constructs of the model. The results revealed that there is a direct positive relationship between satisfaction and WOM in e-banking among salaried employees. Evidences show that the salaried employees are maximum users of e-banking. Finding out the relationship between satisfaction and WOM among target population shall enable the banks to develop a niche-based strategy and attain feedback for increasing satisfaction.