34Chapter 3Research framework and methodology This part will provide the conceptual framework based on literature review. This chapter will explain the key factors, variables and relationships among theories or models and provides a theoretical overview. The conceptualization helps us to answer the study’s research questions and also will guide the data collection of this study. _____________________________________________________________________ Main purpose of the study is to gain a better understanding of the effect of service quality and customer satisfaction in online customer service sector to the Banking. Based on the objective of the study the first research question focuses onhow do customer evaluate the service quality in online customer service. Secondly, what are the influence factors of customer satisfaction with online customer service and finally, how customer satisfaction with online customer service influence customer loyalty of internet banking of Siam Commercial bank? 3.1 Research questionRecently, many banks in Thailand are offering the internet banking to provide their customers 24 hours a day and 7 days a week online choice. The customers are allowed to purchase e-service anytime and anywhere they want (Hoffman and Bateson, 2002). With the high competition in Internet banking industry in Thailand, it is obvious that banks need to set up web sites to provide quality information and services to customers, so as to satisfy customer’s needs. Many researches show that service quality is one of the key factors in determining the success of e-commerce (Yang, 2004). Moreover, delivery of superior service has become one of the most important ways to gain superior profitability (Kotler, 2000).
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