Title: Exploring Millennials' Perception of Service Quality and Customer Satisfaction in Online Banking: A Mixed Method Analysis
Authors: DAVID ROWEL M. ONG, MYRNA C. CALMA, CPA, Ph.D., FriAcc, RICARDO S. JIMENEZ, LPT, DBA,
Volume: 9
Issue: 6
Pages: 290-317
Publication Date: 2025/06/28
Abstract:
This study explores the millennials' perceptions of service quality and customer satisfaction within online banking, focusing on empathy, reliability, assurance, responsiveness, and tangibility. As digital banking continues to grow, particularly among younger generations, understanding millennial preferences in service interactions is essential for banks aiming to enhance user experience and loyalty. Using a mixed-method SERVQUAL analysis, the research combines quantitative and qualitative approaches to gauge how millennials in Mabalacat City experience and evaluate online banking services. Findings reveal that millennials value responsive customer service, reliable transaction processes, and accessible online platforms. Results indicate a significant positive relationship between perceived service quality and customer satisfaction, with particular emphasis on the importance of empathy and prompt responsiveness in digital banking interactions. The findings offer practical insights for banks to optimize service strategies in alignment with millennial expectations and highlight the role of personalized, high-quality online experiences in promoting satisfaction.