Re‐examining traditional service quality in an e‐banking era

Re‐examining traditional service quality in an e‐banking era Purpose – This paper aims to re‐examine the role of traditional service quality in an e‐banking environment by providing a review of how traditional service quality perceptions have evolved through the current and continuing stream of change in banking technology and the corresponding changes in the nature of how banks interact with their customers. Design/methodology/approach – Data were collected from a mail survey sent out to a commercially purchased mailing list of 2,500 business names and addresses. The overall usable response rate was 30.6 per cent. Quadrant analysis was performed on the service quality dimensions from the SERVQUAL scale. Findings – While the importance ranking of the five SERVQUAL dimensions has not changed dramatically over the years, large discrepancies were found between customer expectations and their perceived performance of traditional banking services. Practical implications – Quadrant analysis produced specific recommendations on how banks should prioritise the allocation of their resources to maintain high perceived service quality in their human interactions. Originality/value – This is the first study which revisits and re‐examines traditional service quality in the e‐banking era. It highlights how high levels of traditional service quality may lead to increased customer trust and thus more successful cross‐selling of e‐banking products to customers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Re‐examining traditional service quality in an e‐banking era

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652320810913873
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to re‐examine the role of traditional service quality in an e‐banking environment by providing a review of how traditional service quality perceptions have evolved through the current and continuing stream of change in banking technology and the corresponding changes in the nature of how banks interact with their customers. Design/methodology/approach – Data were collected from a mail survey sent out to a commercially purchased mailing list of 2,500 business names and addresses. The overall usable response rate was 30.6 per cent. Quadrant analysis was performed on the service quality dimensions from the SERVQUAL scale. Findings – While the importance ranking of the five SERVQUAL dimensions has not changed dramatically over the years, large discrepancies were found between customer expectations and their perceived performance of traditional banking services. Practical implications – Quadrant analysis produced specific recommendations on how banks should prioritise the allocation of their resources to maintain high perceived service quality in their human interactions. Originality/value – This is the first study which revisits and re‐examines traditional service quality in the e‐banking era. It highlights how high levels of traditional service quality may lead to increased customer trust and thus more successful cross‐selling of e‐banking products to customers.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Oct 10, 2008

Keywords: Customer services quality; Marketing strategy; Financial services; Virtual banking; Electronic commerce; Banking

References

  • Measuring the quality of e‐banking portals
    Bauer, H.H.; Hammerschmidt, M.; Falk, T.
  • Technology and the customer interface: what consumers want in the physical and virtual store
    Burke, R.R.

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