Academic journal article European Research Studies

E-Bank Services: Analyzing the Effect of E-Bank Service on E-Trust with E-Security Approach

Academic journal article European Research Studies

E-Bank Services: Analyzing the Effect of E-Bank Service on E-Trust with E-Security Approach

Article excerpt

1. Introduction

Evident efforts on studying marketing and service quality issues date back to mid1960s. Actually attention to this subject matter brought about a considerable movement in the past two decades. This is not surprising since high quality service for customers lets the companies distinguish themselves in competitive markets (Yavas et al., 2004). In banking, like other service industries, offering high quality service will lead to an increase in customer satisfaction and profit. It also facilitates establishing and maintaining long term relationships with customers (Ladhari et al., 2011). This is of importance in service section due to the intangible essence of service, mainly financial and especially in competitive market of modern banking. Provisions removal, information technology and globalization, have constantly changed the view of competition in services, at least in banking, has intensified interbank competition; and banks have adapted themselves to this truth (Strandberg et al., 2012). So offering high quality service to the customers must be considered to achieve success and permanence in competitive banking environment (Abdullah el al., 2011). Undoubtedly, due to the belief that high quality service is a necessity for higher customer satisfaction and other desirable behavioral results, a scurry is seen in studying the mutual relationships among service quality and satisfaction and behavioral results in the recent years (Yavas et al., 2004).

Researches show that customer orientation is positively related to companies' reputation and product quality and service may be used as marketing devices for those companies in favor of customer orientation to achieve the reputation (Chang et al., 2011). Also, Kassim and Abdullah (2010) found in their researches that understanding the service quality has a notable effect on trust (Kassim et al., 2010). Also, Cho and Hu found out in a research that the quality of the service presented by a loan giver in financial institutes had notable and positive effect on building trust in the customers toward the institutes from which they took the loan (Cho and Hu, 2009).

According to the above points, it is clearly evident that the customers' perceptions of bank service quality and the nature of service quality is crucial for local and international bank managers. They will be able to successfully develop operational, marketing, and human sources management strategies and create a permanent competitive profit through quality and enhancing relationship with customers (Petridou et al., 2007).

2. Theoretical framework research

2.1 E-Bank service quality

In recent years, many researches have been done on the characteristics of banks employing E-bank service. Many have led to the overall conclusion that new and big banks in very crowded cities will most probably employ E-banking (Jenkins and Hatice, 2007). One of the challenges the service managers face today is how to offer high quality services. Service quality is an important factor that must be taken into consideration in bank's evaluation (Soteriou et al., 2000).

Perceived service quality points to customers' judgment about overall superiority of a service giver. This judgment is the result of what customers believe must be offered (expectations) and their understanding of the real service operation (Ladhari et al., 2011).

Nevertheless, researchers declare that service quality is a dynamic and multidimensional concept, combined from past and present service experience. Yet it seems that there is a vast consensus about that the service quality is a view of overall judgment on service's superiority, even though the exact essence of this view is still vague (Abdullah el al., 2011). Santos (2003) defines E-service quality as "customer's overall evaluation and judgment on sublimity and quality of E- services in virtual market" (Kim et al., 2010). Also many criteria have been discussed by academic researchers. …

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