Assessing the impact of online bank service on customer satisfaction among immigrants in Rauma : A comparative study
Weerasingha, Nirmani Vishaka (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121837921
https://urn.fi/URN:NBN:fi:amk-2025121837921
Tiivistelmä
This research examined at what would satisfy the immigrants with digital banking services in Rauma. The aim of the study was to identify which aspects of service quality are most important to immigrant customers and the relationship between satisfaction and loyalty.
The study used the SERVQUAL framework modified to be used in the context of immigrants. There were six dimensions of service quality studied, and they included reliability, responsiveness, assurance, empathy, tangibles and accessibility. The dimension of accessibility focused on the needs of the immigrants to the English support and help with the Finnish banking systems. The collected data were gathered using surveys of sixty-three immigrants in Rauma in December 2025.
The findings were interesting in nature. Immigrants were highly satisfied even with the difficulties faced in English services. Employee compassion and reliability were stronger motivators of satisfaction as opposed to the existence of the language support. Immigrants showed satisfaction when English services were scarce if employees were understanding and patient.
The word-of-mouth recommendations proved to be the most influential force in selecting a bank. Most of the immigrants used to select the banks according to the recommendation of their friends instead of considering the availability of English. This was the reason why some of the banks gained good positions in the market even though they provided low English services.
The study conflicts with general belief regarding the needs on immigrant banking. The results prove that the quality of interpersonal service is more important than language services. Better ways of enhancing the satisfaction of immigrants by banks include increasing the cultural sensitivity and empathy of staff members than increasing language services. The research expands the service quality theory by demonstrating the applicability of standard frameworks to immigrant digital banking with some necessary adaptations.
The study used the SERVQUAL framework modified to be used in the context of immigrants. There were six dimensions of service quality studied, and they included reliability, responsiveness, assurance, empathy, tangibles and accessibility. The dimension of accessibility focused on the needs of the immigrants to the English support and help with the Finnish banking systems. The collected data were gathered using surveys of sixty-three immigrants in Rauma in December 2025.
The findings were interesting in nature. Immigrants were highly satisfied even with the difficulties faced in English services. Employee compassion and reliability were stronger motivators of satisfaction as opposed to the existence of the language support. Immigrants showed satisfaction when English services were scarce if employees were understanding and patient.
The word-of-mouth recommendations proved to be the most influential force in selecting a bank. Most of the immigrants used to select the banks according to the recommendation of their friends instead of considering the availability of English. This was the reason why some of the banks gained good positions in the market even though they provided low English services.
The study conflicts with general belief regarding the needs on immigrant banking. The results prove that the quality of interpersonal service is more important than language services. Better ways of enhancing the satisfaction of immigrants by banks include increasing the cultural sensitivity and empathy of staff members than increasing language services. The research expands the service quality theory by demonstrating the applicability of standard frameworks to immigrant digital banking with some necessary adaptations.