Abstract

This article presents a thorough analysis of strategic decisions in the dynamic realm of electronic banking (ebanking),
encompassing ATMs, Internet banking, and mobile banking. Examining varying levels of e-banking
sophistication, it explores strategic choices faced by banks, considering critical factors influencing decision-making.
Drawing from existing literature, the study delves into dimensions of e-banking service quality, emphasizing the
absence of a universally applicable model. The research advocates further exploration for a standardized
measurement framework. Additionally, it investigates the evolving role of the Internet in altering customer
participation in service delivery, stressing nuanced understanding of service quality. Customer satisfaction is
identified as pivotal, with the study establishing a direct link between service quality dimensions and long-term
customer relationships. The article also explores perceived service value, highlighting its independent contribution
to customer loyalty. Overall, it offers insights into strategic choices in e-banking, emphasizing seamless integration
of electronic channels and customer-centric approaches for enhanced service quality and satisfaction in the evolving
landscape