Service quality in Internet banking: the importance of customer role

  • Broderick A
  • Vachirapornpuk S
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Abstract

The Internet is believed to change not only service delivery channels but also the level of customer participation in the service delivery process. Daniel (1999) indicates that by facilitating customers' comparisons of purchase alternatives, electronic networks such as the Internet will shift power from the supplier to the buyer via the value of customer information. Mols (2000) also argues that the introduction and customer acceptance of Internet-based home banking may bring a dramatic change in the way retail banks build and maintain close relationships with their customers. Since customer expectations and perceptions of Internet services will change over time, combining with rapid technological change and market competition to generate expectations of sophisticated levels of service, quality will become an increasingly important issue. Therefore understanding service quality issues within the new delivery channel becomes very important. To date, few research studies have paid attention to customers' perceptions of service quality in Internet banking, perhaps due to the view of the Internet as remote technological format change only. Yet, Zeithaml (2000) indicates that, although there is no direct human contact in remote services, each service element provided represents an opportunity for the firm to reinforce or establish quality perceptions for customers. This study seeks to gain some insight into customers' perceptions of service quality in Internet banking by investigating how and what influences their ongoing service evaluations.

Author-supplied keywords

  • Banking
  • Customers
  • Participation
  • Service quality

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