The analysis of the relationship among perceived electronic service quality, total service quality and total satisfaction in Banking sector
Keywords:
Electronic service quality, total service quality and satisfaction, SEM.Abstract
In order to competitive and survive, businesses have to understand customers’ wants and desires. Today, banks are the cornerstone of finance sector and electronic banking services are becoming increasingly important in all areas. In accordance with this importance, banks should give much attention to enhance efficiency of these services. Service quality can be measured with the help of the servperf, servqual and e-s-qual scales. The aim of the current study is to investigate the structural relationships among electronic service quality, total service quality and total satisfaction by testing a structural model. The current study utilized a survey design. The data was collected from 223 participants in Turkey using a structured questionnaire which was derived from literature. Since there was no list available, convenient sampling method was used. The data at hand was analysed using the structural equation modelling (SEM), specifically Lisrel version 8.7. When the results are investigated, it can be said that the model is statistically significant. The goodness of fit indices of the revised model indicate adequate fit. All of the hypotheses except H1 and H3 were verified. A high level positive correlation was identified between the perception of total service quality and the perception of total satisfaction. The variables responsiveness, ease of use, product portfolio and security, which are the dimensions of e-service quality, affect total service quality perception and total satisfaction perception in parallel with the literature. Responsiveness and security are the dimensions which have the highest effect on e-service quality perception. Also total service quality perception affects highly total satisfaction perception.Downloads
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