Quality Online Banking Services

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Quality Online Banking Services
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     J ÖNKÖPING I NTERNATIONAL B USINESS S CHOOL    JÖNKÖPING UNIVERSITY   Quality Online Banking Services Bachelor Thesis within Business Administration  Author: Vasya Kenova Patrik Jonasson  Tutor: Börje Boers  Jönköping May, 2006      i Bachelor’s Thesis in Business Administration Title: Quality Online Banking Services  Author: Vasya Kenova and Patrik Jonasson Tutor: Börje Boers Date: May, 2006 Subject terms: Service quality, SERVQUAL, Online banking services, E-SQ Instrument  Abstract Using an already developed model for measuring the quality of online services, the authors of this thesis have developed and later on modified a theoretical model (instrument) for measuring the quality of online banking services in particular. Using quantitative research method including the design and distribution of a questionnaire, empirical data was collected on which statistical analysis has been performed. As a result of the conducted analysis, the initial theoretical model has been modified, so that the final version of the model (instrument) for measuring quality of online banking services includes four quality dimensions (Service Performance, Website Characteristics, Communication and Efficiency)  with total of 17 items (questions). Furthermore, based on the modified theoretical model, customer satisfaction with different aspects of the online banking services has been evaluated. Based on the results of the Analysis of the Empirical Data, managerial recommendations are given. Suggestions for further research on quality of online banking services are also offered.    ii Table of Contents 1   Introduction................................................................................1   1.1   Background............................................................................................1   1.2   Problem Discussion................................................................................3   1.3   Purpose..................................................................................................4   1.4   Research Questions...............................................................................4   1.5   Delimitations...........................................................................................4   1.6   Definitions...............................................................................................5   1.7   Disposition of the Thesis........................................................................6   2   Theoretical Framework..............................................................7   2.1   Traditional Services................................................................................7   2.1.1   Definition and Characteristics of Services ...............................................7   2.1.2   Traditional Services Quality ...................................................................7   2.1.3   SERVQUAL .........................................................................................9   2.1.4   Studies on Traditional Banking Services Quality ....................................10   2.2   E-Services............................................................................................11   2.2.1   Definition and Characteristics of E-services ...........................................11   2.2.2   E-services Quality ...............................................................................11   2.3   Online Systems Quality........................................................................13   2.3.1   Definition and Importance in Relation to the Study of E-service Quality ....13   2.3.2   Studies on Online Systems Quality .......................................................13   2.4   E-Banking Services..............................................................................14   2.4.1   Definition and Types of E-Banking Services ..........................................14   2.4.2   Studies on E-banking Service Quality ...................................................15   2.5   E-SQ (E-S-QUAL and E-RecS-QUAL) Instrument for Measuring Online Services Quality......................................................16   2.6   Summary of the Theoretical Framework...............................................18   3   Methodology.............................................................................21   3.1   Research Approach..............................................................................21   3.1.1   Quantitative and Qualitative Research Methods ....................................21   3.2   Sample Selection..................................................................................22   3.3   Data Collection.....................................................................................22   3.4   Data Analysis.......................................................................................24   3.4.1   Cronbach’s Alpha Test of Reliability .....................................................24   3.4.2   Principal Component Analysis ..............................................................24   3.5   Reliability and Validity...........................................................................25   3.5.1   Reliability ...........................................................................................25   3.5.2   Validity ...............................................................................................25   4   Empirical Data and Analysis...................................................26   4.1   Missing Data.........................................................................................26   4.2   Descriptive Statistics............................................................................26   4.3   Cronbach’s Alpha Test of Reliability.....................................................28   4.4   Principal Component Analysis..............................................................29   4.5   Cronbach’s Alpha Test of Reliability on the Modified Theoretical Model..............................................................................................…33   4.6   Modified Theoretical Model..................................................................34      iii 4.7   Descriptive Statistics Analysis (based on the modified theoretical model)…………...................................................................................35   4.7.1    Analysis by Quality Dimension .............................................................35   4.7.2   Ranking Satisfaction and Dissatisfaction Levels of Customers on Different Quality Dimensions ............................................................................40   4.7.3   The Special Case of Föreningssparbanken (FSB) ..................................44   5   Conclusion and Discussions..................................................46   5.1   Conclusions..........................................................................................46   5.2   Discussions..........................................................................................47   5.3   Managerial Recommendations.............................................................48   5.4   Further Research..................................................................................49   References…………………………………………………...51   Appendices Appendix I  Users of Internet Banking in Percentage during the first quarter of 2005 (Statistical Central Bureau, Sweden (SCB)) Appendix II  Online Systems Quality Studies Appendix III  Description of the questions pertaining to each quality dimension and their number in the questionnaire Appendix IV  Questionnaire on the Quality of Online Banking Services Appendix V  Descriptive Statistics of the Empirical Data Appendix VI  Theory and Tables supporting the statistical analysis of the thesis (Principal Component Analysis results)   Appendix VII  Tables and Graphs on Frequency of Survey Responses in Percentage Appendix VIII Tables showing the percentage of the total number of respondents that have stated 4 or below; 3 or below and 6 or 7 on the Likert Scale      iv Tables Table 2.1  Dimensions of perceived service quality (SERVQUAL instrument)……………………………………………………………………... 9 Table 2.2  Dimensions of perceived service quality (SERVQUAL instrument revised).........................................................................….......10 Table 2.3  Dimensions of perceived e-SQ…...…………………………….. 16 Table 2.4  E-S-QUAL dimensions and their description………………….. 18 Table 2.5  E-RecS-QUAL dimensions and their description……...……… 18 Table 2.6  Comparison of E-SQ (2000) versus E-S-QUAL and E-RecS-QUAL (2002) dimensions............................................................19 Table 4.1  Descriptive Statistics……………………………………………....27 Table 4.2  Cronbach’s Alpha Scores………………………………………... 28 Table 4.3  Labels for the newly created dimensions…………..………….. 32 Table 4.4  Cronbach’s Alpha Scores on the Modified Theoretical Model. 33 Table 4.5  Percentage of the total number of respondents that have stated 4 or below; 3 or below and 6 or 7 on the Likert Scale…………………… 41 Figures Figure 1.1  Outline of the Thesis……………………………………………....6 Figure 2.1  Total Perceived Quality…………………...………………….….. 8 Figure 2.2  Classification of Internet Banking Services…………………....14 Figure 2.3  Number of people (in thousands) in Sweden who have used Internet Banking in each given year…………………………………….….. 15 Figure 2.4  Model for measuring the quality of online banking services (adapted from Parasuraman et. al., 2000 and 2002)………….….……… 20 Figure 3.1  Schematic Presentation of the Methodology....................…...21 Figure 4.1  Initial and Modified Theoretical Models............................…...35
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