Online Banking Service Quality and Its Role in Promoting Sustainable Customer Relationships

The banking sector has been significantly reshaped by the swift development of digital technologies, with online banking becoming a crucial platform for providing financial services. The quality of online banking services is vital in influencing how customers perceive the bank, their satisfaction levels, trust, and loyalty, all of which contribute to the durability of customer relationships. This paper explores various dimensions of online banking service quality, such as reliability, responsiveness, assurance, empathy, and user-friendliness, and assesses their role in fostering long-term customer connections. Utilizing the Servqual framework alongside the Technology Acceptance Model (TAM), the research underscores the critical roles of reliability, security, and user convenience in establishing customer trust and satisfaction. The analysis indicates that customers prioritize transaction accuracy, strong security protocols, personalized service, and prompt customer support as key elements of service quality. Additionally, ongoing innovation via digital channels such as mobile banking apps, AI-powered support, and secure authentication methods enhances customer trust and loyalty.                                                                                                        The results imply that banks aiming to build lasting customer relationships should invest in cutting-edge technology, embrace customer-focused strategies, and uphold consistent service quality. This approach enables banks to retain current clients while also attracting new ones in a highly competitive digital marketplace.