Academic journal article Researchers World

An Assessment of Customers' E-Service Quality Perception through Webqual Scale: A Study on Online Banking Services

Academic journal article Researchers World

An Assessment of Customers' E-Service Quality Perception through Webqual Scale: A Study on Online Banking Services

Article excerpt

ABSTRACT

Owing to the swift progress in the information technology, many banks around the country have transformed their services from the traditional services to electronic means. Banking Industry has witnessed a remarkable expansion due to the changes taking place in the global environment. The major progress among all the changes is the introduction of Electronic banking in their operations. Today most of the banking activities happen in the living room, which is made possible with such an innovative development in the information technology. E-banking has done wonders in delivering banking products & services to the customers. Though, banks still need to improve in order to satisfy the customers. Customer satisfaction is very essential for business success in today's marketplace with a view to build long-term and profitable customers which ultimately leads to customer loyalty and repeat business. By anticipating the needs of the customers, improving responsiveness to customer calls and requirements, and delivering constant service can improve customers' perception of the quality of service. Therefore, it is required to appraise the quality of the services in a timely manner. This study aims at analyzing the service quality of E-banking services from customer's perspective, and to study the effect of E-service quality dimensions on customers' perception of E-service quality. The study measures the quality of online banking website using the WebQual-4 parameters and helps to understand the factors that influence the user satisfaction in the online banking website. Also, the study will help the banks in order to create a high quality and satisfying online banking websites.

Keywords: E-Service, Service Quality, WebQual, Customer Satisfaction, E-Banking.

INTRODUCTION:

The usage of the Internet Banking is becoming more extensive in last two decades. It has become pervasive in the modern era. This is because; the introduction of E-banking services has changed the way banks build and maintain their customer relationships. The wind of liberalization has affected almost all the sectors of the economy, but the center of all the activities is the Indian Banking Industry. The advancements in technology have facilitated the banks in creating a viable and efficient banking system. Information technology (IT) is universally regarded as a vital tool in enhancing the competitiveness of the economy of a country (Oliveira and Martins, 2011). In such as fast-changing environment, to meet emerging needs, the operations in banks need immediate automation to provide services comparable to best standards and to match technological changes taking place in other countries. Banks are not only competing in traditional banking services, but have also expanded the scope of competition to an e-environment with internet banking services (Gonzalez et al., 2004). Innovative banking products and services at affordable cost, offering service to customers through various delivery channels like ATMs, Internet/Phone/Mobile banking at all times, fast and efficient payment and remittance facilities across banks, are some of the advancements in banking technology provided to the customers. The most visible impact of technology on banking can be reflected in the way the banks respond strategically for making its effective service delivery. The technology is forcing the banks to develop a strategy for an online delivery system to broaden the customer relationship and to retain customer loyalty, and the banks are enthusiastically absorbing the latest technological innovations for devising new products and services. But, in order to be in the race, the banks need to offer a wide range of services delivered online with high quality service. In the present business environment, customers' satisfaction is a vital issue, but satisfying the needs of the customers is the only path to sustainable growth. In order to retain the customers online, service providers should have a better understanding of the customers' perception about electronically offered services, or E-Services. …

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