Providing a Model for Identifying the Service Quality Dimensions Within Technology-Based Banking (Case study: Student’s of Islamic Azad University-Arak Branch)

Subject Areas : Jounal of Marketing Management

N. S.  Najafizadeh ¹ (عضو هیات علمی دانشگاه آزاد اسلامی، واحد اراک، اراک، ایران)
A.  Mojoodi ² (دانشگاه آزاد اسلامی، واحد اندیمشک، گروه مدیریت بازرگانی، اندیمشک، ایران)
P.  Ghasemi ³ (دانش آموخته ی کارشناسی ارشد مدیریت بازرگانی دانشگاه آزاد سلامی، مرکز آموزش های بین المللی خلیج فارس، خرمشهر، ایران)

Received: 2013-12-01 Accepted : 2013-12-01 Published : 2013-11-22

Keywords: Electronic consumer, Electronic consumer behavior, Electronic retailer, Electronic shopping,

Abstract :

Purpose – With the emerging a new phenomenon of Internet, the banks have gone through the traditional process and have reached the stage of modern banking in their career. Following this transition, the banks became familiar with numerous banking technologies. However, the main concern in the use of these technologies was the quality assessment and their impact on customers’ satisfaction and loyalty. Therefore, the objective of the present study is to provide a model which is able to assess the quality of any kind of banking technologies (whether the technologies that are already in use or those that will be used in the future). Design/methodology/approach – Firstly, exploratory factor analysis (EFA) method was used to identify the service quality dimensions within technology-based banking. Then, the effect of each variable on customers’ satisfaction and loyalty was investigated using structural equations modeling employing LISREL software. Findings – Following exploratory factor analysis, 8 dimensions of easiness, assurance, security, customization, comprehensive being, convenience, support services and the employee knowledge were identified as the service quality dimensions within technology-based banking. Finally, the effect of each of the eight dimensions on the customers’ satisfaction and loyalty was investigated using structural equations modeling. Practical implications –The model obtained in the present study was used to identify the service quality dimensions regardless the applied banking technology, therefore it is considered as a general model which is applicable to any kind of banking technology. Originality/value – The present study provides a general model to identify the service quality dimensions within technology-based banking.