Topic

As the online environment is responsible for customer satisfaction.

1- INTRODUCTION
The rapid growth of online transactions in the services sector leads to important
research questions related to the level of satisfaction in the online environment.
online environment are more opportunities for interactive marketing and
personalized in relation to the offline environment (wind and Rangaswamy 2001).
These options can affect customer satisfaction differently online than offline
environment.
The frames are wanting to know how online media influences customer satisfaction.
only "a few clicks" on the Internet generally find customers online, it is easy to
compare alternatives, especially for functional products, such as competition in
supply. (Venkatesh Shankar, k Amy Smith, ArvindRagaswamy 2003). Therefore, to
compete and succeed online retailers try to be there to present Web pages several
special features.
(Kumar, Smith and Bannerjee 2004 Kim and Moon Negash 1998, Ryan and Igbaria
2003) If we show the success of electronic commerce speak many studies that the
quality of the customer interface (adaptation, comfort, interactivity, physical
appearance) is an important factor to be considered.Customization is defined as "emerchants the ability to adapt products, services and transaction environment"
(Srinivasan individual clients et al (2002) Tsai and Huang (2007), Simonson (2005),
Blackwell, Miniard and Engel (2006), Burton (1999), Chang, Yaun and Hsu (2010)
.Convenience is called the extent that the customer simply on a website , friendly
and easy to use (Srinivasan et al, 2002 Schaffer 2000 and Wang 2005b Emurian:
Wolfi Barger and Gilly 2003 :. Zviran et al 2006). means interactivity when effective
tools for customer support, are on a Web site and the extent to which the two-way
communication site with guaranteed customer (Srinivasan et al (2002), moles and
Wilson (2010). Hoffman and Novak (2009), Skadberg and Kimmel (2004), Novak,
Hoffman and Yung (2000), Hock HaiTeo, Lih-Bin Oh, Chunhui Liu, Wei Kwok-Kee
(2002) the appearance is actually the .Physical image or personality, the e-retailer
wants to show through the use of various inputs such as colors, themes, design,
style, logos, slogans and graphics (and Aladwani Palvia 2002 to its customers:
Srinivasan et al, 2002: Wang and Emurian 2005b: Zviran et al 2006)

the quality of customer interface is not only a means of direct communication costs
between the customer and e-shop, but also helps to determine if Web services to
achieve their goals or not, there's customization services and to create a
competitive advantage by making an understanding of the customer contact
behavior (Lee, 2001).

In traditional commerce, customer satisfaction is with sellers and image of

individual memory (Reynolds and Beatty 1999) are connected, while with e-shops is
not the case. In customer satisfaction E-Shops is purchased not only depends on the
product (Balabanis et al 2006) rather Szymanski and Hise (2000) comfort and web
design as key factors affecting customer satisfaction in e-shops identified. Zviran et
al (2006) says that the guest customization, navigation, research and layout are the
main factors influencing customer satisfaction in the online environment.
Various factors have been identified by researchers that influence customer
satisfaction in the online environment. simply purchasing information, experience
with the service, refuting search time in a service and the choice of service
frequency of use are important by most researchers as factors (Oliva, Oliver and
MacMillan 1992 Bolton Lemon 1999: Vredenburg and Wee 1986 Anderson and
Sullivan 1993 Oliver 1980 Woodruf, Cadone and Jenkins, 1983), which are also
included in this research.
Some scientists have alsoargued (Blake and Neuendorf, 2003: torch and Kumar,
2000 Chang 2006: Citrin, Sprott, Silverman and Stern, 2000) that the Internet
experience in an online environment is considered in understanding the consumer
perception and attitude. Nysveen and Pederson also focus on the importance of
Internet experience in studies of the effectiveness of the online environment (2004).

PROBLEM
Different approaches have been used by researchers in the research of the effect of
the online environment in customer satisfaction. HsinHsinchang, Su Wen Chen
(2008) have taken costs, loyalty and quality customer interface in terms of
customer satisfaction and switching said that the quality of the client interface has
a direct impact on customer satisfaction .
Sriramthirumalai, Kingshuk k brilliant concentrated on adapting the online
purchasing process and found that the adaptation of the online purchase process
affects customer satisfaction positively.
Venkatesh Shankar, Smith and Amy k ArvindRangaswamy (2001) Comparison of the
online environment and offline done, saying that customer satisfaction is in both
environments online and offline while loyalty is more to service when it is selected
as line offline.
In this research, we address the question of how the online environment influences
the customer satisfaction through four factors of the online environment, taking into
account ie personalization, interactivity, comfort and physical appearance. Internet
experience was taken as a moderator between the online environment and
customer satisfaction. To empirically test the relationship between the online
environment and the customer satisfaction and the development of the effect of the
adjustment, interactivity, comfort and physical appearance to the customer
satisfaction, the banking sector was taken into account, with the moderating role of
the Internet experience.

Objective of OF THE STUDY

1 find the association of the environment in line with customer satisfaction
2 For convenience union to find a factor of the environment in line with customer
satisfaction.
3 To find the interactivity of Association as an environmental factor in line with
customer satisfaction
4 To find adaptation Association as an environmental factor in line with customer
satisfaction
5 To find the combination of physical appearance as a factor of the environment in
line with customer satisfaction
6 To see the effect of the Internet experience on the fine relationship between the
online environment and customer satisfaction.

HYPOTHESIS
1. online environment has no significant relationship with customer satisfaction.
2. convenience factor that the online environment has no significant relationship
with customer satisfaction.
3. interactivity as online environmental factor has no significant relationship with
customer satisfaction.
4. Adjustment Factor that the online environment has no significant relationship with
customer satisfaction.
5. appearance as the online environment factor has no significant relationship with
customer satisfaction.
6. Internet experience has no significant impact on the relationship between the
online environment and customer satisfaction.

2-LITERATURISCHE REVIEW

The online environment consists of many special features that can affect customer
satisfaction. Like other self-service technologies (SST), the online support should a
potential easy purchase process and practice giving a variety of options to sort the
client, the group information and easily compare competing offers help .
(MeuterOstrom, Roundtree and Bitner 2000). Online medium is potentially rich in
information. If more options are available for customers, they are likely to devote
more cognitive effort in their decision-making, because they think they can receive
additional benefits when given an extra effort. (Johnson and Payne, 1983), with
additional information, customers are able to make better choices, which in turn is
likely to lead to an experience low service that brings a higher level of customer
satisfaction.
Online shopping process might also change customer expectations in terms of
service. If they (including visual information) know more about them in advance
what type of service will be available to them and are therefore less likely to be
upset or surprised added to the service. This results in less Discon with expectations
and leads to customer satisfaction in the end.
In addition to increasing the online environment to the satisfaction of customers
also possible influence of customer satisfaction was negative due to alleged lack of
privacy and financial security, failure of equipment, lack of human interaction and
poorly designed interface. (Meuter et al 2000)
would result in the effect of the online environment on customer satisfaction
resulting from the cumulative effect of these sources of satisfaction and
dissatisfaction (Venkatesh k Amy Smith. And Arvind 2002).
Several variables have been online media in the center of various researchers, such
as the Inter rate is an important variable, which is drawn by the researchers into
account, meaning how fast Web pages are accessed, and speed of the site. Molen
and Wilson (2010) .Hoffman and Novak (2009), Skadberg and Kimmel (2004),
Novak, Hoffman and Yung (2000).

HsinHsinchang, Su Wen Chen (2008) have taken costs, loyalty and quality customer
interface in terms of customer satisfaction and switching said that the quality of the
client interface has a direct impact on customer satisfaction . Setting, convenience,
interactivity and aesthetics are taken into account in this particular research paper.
Venkatesh Shankar, Smith and Amy k ArvindRangaswamy (2001) Comparison of the
online environment and offline done, saying that customer satisfaction is in both

environments online and offline while loyalty is more to service when it is selected
as line offline.
Ease of use is a variable in the study considered customer experience in the online
medium, which means, how easy and simple it can be used to find a site. Cheung,
change and Limayem (2005), Gefen (2003), Cho and Park (2001).

Aesthetics is as nice a website is. Mekinney (2004) defines aesthetics as stimuli

"that results in a series of reactions, including participation, purchase and
satisfaction" and includes the design, graphics and color, and layout.

Telepresence is the ability of websites that customers believe that the virtual
environment is in which they operate, is more real and physical vigor and
environment.Molen real and Wilson (2010), Hoffman and Novak (2009), Novak
Hoffman and Yung (2000).

The adjustment is considered by most researchers as they considered one of the

main variables that "the ability and e-tailers to adapt products, services and
transaction environment for each customer" means ( Srinivasan et al, 2002).
More customization applied by the largest customers-retailers they think. site
control (Blackwell, Miniard and Engel (2006), Burton (1999), Chang, Yaun and Hsu
(2010).

Sriramthirumalai, Kingshuk k brilliant concentrated on adapting the online

purchasing process and found that the adaptation of the online purchase process
affects customer satisfaction positively.
Bonding is the ability of e-merchants, the ability for customers to enable them to
share their ideas and knowledge with the rest of the population in the virtual
community. Many researchers must have this variable and other variables in online
media an insight of the customer experience. Kim and Jin (2006), Muniz and O'Guinn
(2001) and .O'Guinn Muniz (2005)

Challenge is a variable, the "Specify the consumption of options for action on the
Web." The more the challenge offered by the website, the more customers will
participate in site. (Hoffman and Novak (2009), Hoffman and Novak Yung (2000).

Communication is an important variable which represents the interaction between

the receiver and the transmitter. Communication in the online environment is
considered two-way rather than the conventional push communication. If
communication is handled with care, which will lead to greater efficiency, increase
loyalty son. (Richard, Alan and Rita 2007).

the depth information available on the site has also been the subject of many
researchers. More information available on the site, helping more customers to
make better decisions and choices. (Glazer, 1991). If the site is potentially rich in
information, the customer pays more cognitive effort as they realize that they would
receive additional efforts additional benefits. (Johnson and Payne, 1983).

Interactivity is one of the most important variables that are considered by many
researchers in their studies. Interactivity means that if effective customer support
tools are available on a web site and the extent guaranteed by the two-way
communication with the customer site. (Srinivasan et al 2002). Interactivity has
gained great importance in studies that focused on the customer experience in the
online environment. (Moles and Wilson (2010). Hoffman and Novak (2009),
Skadberg and Kimmel (2004), Novak, Hoffman and Yung (2000). Some researchers
study the effects of interactivity on the attitude of the user. (Hock HaiTeo Lih-Bin Oh,
Chunhui Liu Kwok-Kee Wei (2002).

With the increasing number of Internet users per day and retail dealers change type
e-Retail (Wang et Emurian 2005a) electronics retailers looking to compete. To
competition from electronic retailers must provide a better shopping experience and
control of customers with good quality products. (Iqbal et al 2003). (Kumar, Smith
and Bannerjee 2004 Kim and Moon Negash 1998, Ryan and Igbaria 2003) If we
show the success of electronic commerce speak many studies that the client
interface is one of the main factors taken into account. customer interface is
multidimensional with several components (Aladwani and Palvies 2002).

This study does not include all the elements, it is only focused on the largest group
client interface design features that are derived from previous studies. (Alba et al
1997 Jarvenpaa and Todd 1997 Palmer 2002 Ponnavoles 2002. Srinivasan, Anderson
and Ponnavolu 2002 Tsai and Huang 2007: Wang Emurian and 2005b, and Wolfi

Barger Gilly2003: Zvuran et al 2006). Therefore, this study focused on four

important dimensions of customer interface quality i-th control, convenience,
interactivity and physical appearance.
Adaptation is "the ability and e-tailers to adapt products, services and transaction
environment for each customer" is defined as (Srinivasan et al 2002). Depending on
the setting of the perspective of a customer offers its customers a variety of options
that allow the e-retailer that research is actually happening, the customer focusing.
(Tsai and Huang 2007). If the offers are tailored to the preferences of each client,
can provide a higher value if customers are able to evaluate a bid and choose what
fits their preferences. (Simonson 2005). so, many online retailers have already
begun to take customization to practice some in their websites (Srinivasan et al,
2002: Tsai and Huang 2007)..
Convenience is called the measure found in the simple client site and easy to use
user friendly. (Srinivasan et al 2002). 30% of customers leave the site without
buying anything, because they are not easy and are not able to find a way to reach
the desired location. (Schaffer, 2000). Therefore, a practice site would be one that is
user friendly, easy to navigate and reduction of effort on the part of customers.
(Wang and Emurian 2005b: Wolfi Barger and Gilly 2003 Zviran et al 2006).
Contact interactivity means if effective customer support tools are available on a
web site and the extent to which the site provides bidirectional communication with
customers. (Srinivasan et al 2002). Many studies show that the interactivity of the
site has an impact on customers who use the Internet in order, buying and
collecting information (Aladwani and Palvia 2002 Alba et al 1997 Jarvenpaa and
Todd 1997). Liu and Shrum (2002, 54) defines an interactivity "the extent to which
two or more communication partners can interact with each other, on the
communication medium, and the message and synchronized measurement in such
influences."
Therefore, website interactivity and meet customer is another important factor for
the success of the site. (Palmer 2002).
Physical appearance is actually the image or personality that e-trader wants to
show its customers by providing various inputs, such as colors, themes, design,
style, logos, slogans and graphics ( Aladwani and Palvia 2002, Srinivasan et al, 2002
Wang and Emurian 2005b: Zviran et al 2006). , Mekinney (2004) defines the
physical appearance as stimuli "that results in a series of reactions, including
participation, purchase and satisfaction" and includes the design, graphics and
color, and layout .
In traditional commerce, customer satisfaction is with sellers and image of
individual memory (Reynolds and Beatty 1999) are connected, while with e-shops is
not the case. In customer satisfaction E-Shops is purchased not only depends on the
product (Balabanis et al 2006) rather Szymanski and Hise (2000) comfort and web

design as key factors affecting customer satisfaction in e-shops identified. Zviran et

al (2006) says that the guest customization, navigation, research and layout are the
main factors to influence customer satisfaction.
Previous studies have given a total of two concepts for the satisfaction of meeting
the e i-Service customer satisfaction and customer satisfaction. the satisfaction of
the service encounter is "specific transaction," while the overall customer
satisfaction "the cumulative effect of a series of discrete services or transaction
encounters with a service provider over a period of time" is. (Bitner and Hubbert
1994 Oliver 1997 Rust and Oliver 1999).. Various factors have been identified by
researchers, affect customer satisfaction in this study, four factors into
consideration ie light were taken with a time of service and experience with an
information gathering service, service usage frequency, refutes research.
Easy to get information, is a factor that can influence customer satisfaction. The
ease with which a customer obtains information which is relevant to them affects
customer satisfaction. (Oliva, Oliver and MacMillan, 1992). The site is rich in
information that is relevant to the customer, so that customers make better
decisions, leading to greater satisfaction. If the information is easily accessible, it
facilitates the purchasing process and ultimately leads to greater satisfaction.
Online support requires less effort on the part of customers to access the
information. (Johnson and Payne 1985 Meuter et al 2000).
uses the frequency of a service may have an impact on customer satisfaction.
(Bolton and Lemon 1999: Vredenburg and Wee 1986). The use of the service
frequency will affect customer satisfaction, both positively and negatively. Talking
about its positive effect when the customer's frequency of using a service is higher,
its exposure to low dating service is more, which ultimately leads to greater
satisfaction. It causes negative customer satisfaction in a way that when a customer
uses a service frequently, it starts with the assumption that the benefits that are
given rights due him, and other service provider benefits begin to predict. If these
expectations are not met, the customer satisfaction is reduced overall. Online
support can reduce this effect because it creates expectations (eg for visual
information and other relevant information before choosing a service) that are
constant with the actual service provided. (Johnson and Payne, 1985)
Quashed the search time in a service selection also affects customer satisfaction.
the theory of non-confirmation is that customer satisfaction would reduce, if a
customer is more difficult to service the expected expenditure required in the
selection. (Anderson and Sullivan 1993 Oliver 1980). Conversely, if a customer is
less effort than the expected effort required, satisfaction would be higher.
Prior experience of a customer with a service provider has a strong influence on
customer satisfaction. If previous experience of customers is low, he / they also
have positive feelings towards services and providers as a whole it would be

positive. (Woodruf, Cadone and Jenkins, 1983). Study of Vredenburg and Wee 1986)
in the automotive industry also had the same results as the previous positive
experience leads to customer satisfaction. Same results are Bolton and Drew (1991)
in the telephone service, the favorable experience with a service that has
influenced the attitude of clients to the given telephone service.
In understanding the perception, attitude and behavior of customers in online
media, some scientists (Blake and Neuendorf, 2003: torch and Kumar, 2000 Chang
2006: Citrin, Sprott, Silverman and Master 2000) argue that the experience of the
Internet should be considered to be established. Nysveen and Pederson (2004)
define the experience of the Internet at large. If a person has visited various sites
and uses the services provided by these sites is believed to have internet
experience. Liang and Huang (1998) and realized an empirical study and found that
face both the problems experienced and inexperienced Internet users while you are
shopping online different. Blake and Neuendorf (2003) and Citrin et al (2000)
studies show that people who shop online generally those with Internet experience
and expertise in the world of the Internet. So (Brenner and Kumar 2000) found that
the overall Internet experience positively influenced the attitude of customers to
websites.

3 RESEARCH METHODOLOGY
3.1 Research Type: Research is descriptive. It will only describe the relationship
between the independent and dependent variables.
3.2 Population: Our research themes are those that have experienced banking
online.
3.3 Sampling Process:
3.31Sampling technology: non-process sampling technique wherein the sample is
used convenience, be used.
3.32 Sample size:
3.4Data Collection: The questionnaires are personally distributed among the
employees and customers of different banks Peshawar.
3:41 Data Type: Primary data are collected to verify the hypothesis.
3:42 Tools: Questionnaire used as an instrument for collecting primary data.
3:43 Analysis:
3.5THEORETICAL FRAMEWORK
Theoretical part of the study developed the relationship that contribute to varying
online environment with customer satisfaction in the light of the appearance of the
Internet experience. Framework based on variables online environment, namely the
adjustment, convenience, interactivity and physical appearance (Srinivasan et al,
2002, Liu and Shrum Aladwani 2002 and 2002 Palvia Wang and Emurian 2005b:
Zviran et al 2006) and satisfaction of customers variables, ie prior experience with
the service, refuting search time of a service, the service frequency of use and easy
supply of information (Woodruf, Cadone and Jenkins, 1983, Bolton and lemon 1999
selection: Vredenburg and Wee 1986 Oliva, Oliver and MacMillan, 1992 Anderson
and Sullivan 1993 Oliver 1980).
3:51 Variable 1: online environment: the online environment is an independent
variable on here which means that environment accumulate in the social groups
around the use of web pages, e-mail and other resources interacted (Sriram and
Kingshuk 2011) ..
online environment operationalized in adaptation, comfort, interactivity and
physical appearance.
3511 Adjustment: Srinivasan et al, (2002) define personalization as "e-merchants
the ability to adapt products, services and transaction environment for each
customer" Depending on the setting of the perspective of a customer. offers its

customers a variety of options that allow the e-retailer that research is actually
happening, the customer focusing. (Tsai and Huang 2007).
This study defines adaptation as when a customer feels that offered by e-retailer
environment to individual needs, offering guests the services, products and
concentrated transactions.
3512 Convenience: After Srinivasan et al, (2002) Comfort is able to easily find the
customer site, user friendly and easy to use.
This study defines the convenience, how much a customer is comfortable in a travel
website and was not irritated by it.
interactivity means that if effective customer support tools on a website, customers
and the extent to which the site provides easier for two-way communication with
customers: 3513 interactivity. (Srinivasan et al, 2002). Liu and Shrum (2002, 54)
defines an interactivity "the extent to which two or more communication partners
can interact with each other, on the communication medium, and the message and
synchronized measurement in such influences."
This study defines how an interactive site facilitates the flow of communication with
customers.
3514 Appearance: Physical appearance is actually the image or personality that eretailers want using various tools such as colors, designs, logos, design, style,
slogans and graphics to indicate its customers (and Aladwani Palvia 2002.
Srinivasan et al 2002: Wang and Emurian 2005b: Zviran et al 2006).
In this study, we define the physical appearance that the physical appearance of a
website, which is obtained by using various tools such as colors, designs, logos,
slogans, design. The style and graphics.
3.52Variable 2: Customer satisfaction is a dependent variable, which is defined by
Oliver (1997) as "the fulfillment of a pleasant service" After Ling, Yaobin and Patrick
(2012) Customer satisfaction is "a State. effective is an emotional response. "
These surveys, customer satisfaction as when a customer claims and get lucky with
a product or service targeted.
Customer satisfaction is operationalized in previous experiments with a service for
the use of frequency service refutation of research time in a service and information
easy.
3521 Previous experience with the service means that if a customer has used the
service request before what will be its relationship to the Service; it can also be
favorable and unfavorable. (Woodruf, Cadone and Jenkins, 1983)

This study in the same way that the customer experience with a service, if already
used by him. Previous experience is here, the quality of service.
3522 service usage frequency means of time the service is used by the client.
(Bolton and Lemon 1999: Vredenburg and Wee 1986).
This study also defined in quantitative terms, means the number of times a
customer service is claimed.
for 3523 Simple information means the facility with a customer can get the
information that is relevant to him. (Oliva, Oliver and MacMillan, 1992).
This study defines as the ease with a customer can get information that is required
of him in the production decision