the examination electronic services quality of sina …psrcentre.org/images/extraimages/118....

Abstract—The main purpose of this research is to find out the

relationship between dimensions of electeronic services quality (efficiency, availability, privacy, and fulfillment) and customer’s electeronic satisfaction and trust. Morever, we would like to find how these factors affects Sina Bank customers’s loyalty based on E-SERVQUAL model. In order to reach this purpose, a comprehensive and accurate questionnaire was designed and analyzed with statistical methods.

Data analysis showed that dimensions of electeronic services quality directly related to customer’s satisfaction and trust and this relationship is significant. The relationship between customer’s satisfaction and trust with their loyalty is also significant and direct.

Keywords— Electronic services quality, E-SERVQUAL model, Satisfaction, Trust, loyalty.

I. INTRODUCTION ITH greater penetration of the internet and the invention of new processes to service consumers

through the electronic media, consumers rely increasingly on online sellers and service providers for even the most rudimentary tasks and services.(sahadev & purani,2008) the key element to e-commerce achievement is e-banking system that it’s acts with financial and monetary systems. Associated rival economics, customer oriented and attracting satisfaction is base of business and the organizations have not regard to them will be eliminate. Today strategic and traditional policies focus on protection, increasing trust and loyalty of organization’s customers.( Athanassopoulos,2001) E-service quality.

An important construct which has received significant research attention in this regard is e-service quality. The origin of e-service quality as a concept can be traced to the service quality concept. Colier and Bienstock (2006) define e-service quality as “customer’s perceptions of the outcome of the service along with recovery perceptions if a problem should occur”

E-service is conceptualized as an interactive information service providing a mechanism for firms to differentiate their service offering and build competitive advantage. Key themes within the e-service quality literature include the dimensions

Amin Shapor Shayan Jahromi, Ebadolah Ahmadi, Farzane Fakhravari and Pouya Mostafa Adiby. (e-mail: [email protected])

and measurement of e-service, elements of the web experience and the relationship between the web-experience, trust, customer satisfaction, intention to purchase, and loyalty (Rowley, 2006).

II. E-SERVQUAL: A SURVEY OF LITERATURE AND CONCEPTUAL MODEL

According to Hofacker et al. (2007), e-services embody the need satisfaction of traditional services, however by using a new technology. Hence, while “servicescapes” and other components of the traditional service satisfaction models may still retain some meaning, the technology element and the lack of personal contacts in the fulfillment of the service completely transform the customer experience in the context of e-services. Research in the context of technology readiness of consumers (Parasuraman, 2000) and the interaction of consumers with technologically advanced products (Mick and Fournier, 1998) have established the differences in consumer perspectives while consuming products or services with a strong technology element. Further, as Ruyter et al. (2001) contends, e-services require much more emphasis on integration than offline services. Thus, it is argued that the service quality framework introduced by Parasuraman et al. in 1985 may not achieve the same level of validity. The need to develop a credible and robust model to describe and measure service quality in the context of e-services stems from this difference in customer experience. Several studies have attempted to describe e-service quality over the past few years.

Most have identified dimensions representing various facets of the customer’s interaction with e-services. Here, we look at six important studies which have developed and empirically validated a measurement schema for e-servqual. While there is considerable overlap between them in the labels attached to dimensions, there is a pressing need for convergence. The studies have used different contexts for the scale validation process, and all have used rigorous methods like confirmatory factor analysis (CFA) for model validation and obtained statistically significant values to support their reliability and validity. Table I presents an overview of the e-servqual dimensions and the context in which the measurement models were validated. The six studies also assessed the relationship of the e-servqual dimensions with certain meaningful

The Examination Electronic Services Quality of Sina Bank with E-SERVQUAL Model in Shiraz

Branches Amin Shapor Shayan Jahromi, Ebadolah Ahmadi, Farzane Fakhravari and Pouya Mostafa Adiby

W

International Conference on Advancements in Electronics and Power Engineering (ICAEPE'2011) Bangkok Dec., 2011

78

dependent variables. The main purpose was to assess the construct validity. Table I also presents the dependent variables considered in these studies.

TABLE I. COMPARISON OF E-SERVQUAL STUDIES

Study Dimensions of e-service quality Yoo and Donthu (2001)

Ease of use, aesthetic design, processing speed, security

Janda et al. (2002)

Performance, access, security, sensation, information

Wolfinbarger and Gilly(2003)

Fulfilment/reliability, web site design, privacy/security, customer Service

Parasuraman (2005)

Efficiency, system availability, fulfillment, privacy

Bauer et al. (2006)

Responsiveness, reliability, process, functionality, enjoyment

Colier and Bienstock (2006)

Ease of use, privacy, design, information, accuracy, functionality, order, condition, timeliness, order accuracy, interactive faimess, outcome fairness, procedural fairness

Loiacono et al. (2007)

Ease of understanding, intuitive operations, information quality, functional fit to task, tailored communication, trust, response time, visual appeal, innovativeness, emotional appeal, on-line completeness, consistent image, relative advantage

Except in the case of Parasuraman et al. (2005) (PZM), hereafter all the studies mentioned above were validated by requesting the respondent to recall a general e-retail or e-shopping transaction without considering it from a particular e-retail/e-shopping context. Further, except for PZM, all the other studies used purely convenience samples for validation, thereby reducing the validity of the measurement instrument.

The present study focuses more on the consequences on e-servqual and tries to understand the linkage between the e-servqual dimensions as explained by PZM and its outcomes. The conceptual model of service quality in the offline environment considers service quality as the measure of what customers expect from a company and what it is perceived as providing. Studies in the past which have looked at service quality in the offline environment have considered several consequences of achieving superior service quality. For instance, Zeithmal et.al. (1996) had established the relationship between superior service quality and behavioural intentions of consumers like greater loyalty; positive word of mouth, willingness to spend more with the company offering superior service quality, and recommending the company to other customers. The study, which was conducted among customers of a computer manufacturer, retail chain, automobile insurer and life insurer, established the positive linkages between the original SERVQUAL dimensions and the behavioural intentions of consumers. The intentions considered included such aspects as loyalty, commitment, inclination to recommend the service provider, etc.

Studies have also empirically validated the link between SERVQUAL and such outcomes as customer satisfaction (Cronin et al., 2000; Chenet et al., 1999; Shemwell et al., 1998; Spreng and Mackoy, 1995), trust (Sharma and Patterson, 1999), commitment (Sharma and Patterson, 1999), loyalty (Ennew and Binks, 1996) in the context of offline services. Thus, aspects related to the outcomes of service quality in the offline context have received considerable research attention in the past.

However, this is not the case with e-services. Except for a few exceptions (Ribbink et al., 2004; Harris and Goode, 2004), studies looking at the consequences of e-servqual are few. In tune with the discussion related to the outcomes of SERVQUAL in the offline environment, three outcomes are proposed in the e-service context.

The outcomes of trust, satisfaction and commitment have all received substantial interest in the context of e-commerce though not necessarily as consequences of e-service quality. The conceptual model posits the e-servqual dimensions described by PZM as the antecedents of the outcome variables. The PZM framework describes e-service quality in terms of four main dimensions:

(1) Efficiency. The ease and speed of accessing and using the site.

(2) Fulfilment. The extent to which promises made by the site are fulfilled.

(3) System availability. The correct technical functions of the site.

(4) Privacy. The degree to which the site is safe and protects customer information.

The PZM framework has adopted the most rigorous procedure in describing and validating the e-servqual construct and hence can be considered as more robust.

The conceptual model is shown in Figure 1.

Dimensions of e-services H1:The relationships between dimensions of e-service with

customer’s satisfaction are significant and direct. H2: The relationships between dimensions of e-service with

customer’s trust are significant and direct. H3: The relationships between satisfaction and with

Efficiency

Fulfillment

Availability

Privacy

Trust

Satisfaction

Loyalty


79

customer’s trust are significant and direct. H4:The relationships between satisfaction and with

customer’s loyality are significant and direct. H5: The relationships between trust and with customer’s

loyality are significant and direct.

III. TRUST, SATISFACTION AND LOYALTY IN E-COMMERCE Trust has been considered as an important variable in the

context of e-commerce (Hoffman et al., 1999). According to Lee and Turban (2001), one of the most frequently cited reasons for consumers not purchasing from internet vendors is lack of trust. Urban et al. (2000) have opined that implementation of a technology like the internet involves trust and therefore trust is very significant in e-commerce. Trust has been defined in different contexts with different emphasis. In general, trust is related to risk/unpredictability reduction and involves a relationship between two parties. In e-commerce, where the element of risk is often higher than in traditional environments, the importance of trust is inflated (Grabner and Kaluscha, 2003).

Trust as a construct has been considered quite widely in e-commerce research (for a review, see Grabner and Kaluscha, 2003). However, very few of these studies have linked trust with e-service quality. Most of the variables used as predictors of trust are related to the reputation of the organisation providing the service, the propensity of the individual to trust others, perceived privacy, word of mouth referrals, etc. Harris and Goode (2004) explored the linkage between e-service quality and such constructs as e-trust and e-satisfaction. However, e-service quality was measured using a scale adopted from the offline context without splitting the construct into its component dimensions. Hence, this study, while establishing the relationship between e-service quality and its consequences, is unable to describe the relationship between the components of e-service quality and the consequences. Ribbink et al. (2004) have found evidence to

link e-service quality-related variables to e-trust. E-satisfaction has gained increasing importance in e-

commerce-related literature. Szymanski and Hise (2000), in their path-breaking study on

e-satisfaction, conceptualised e-satisfaction as the consumers’ judgement of their internet retail experience as compared with their experience with traditional retail stores. Several studies have considered the antecedents of e-satisfaction since then (for a review, see Bansal et al., 2004). After reviewing past studies which looked into this aspect, they concluded that most of the variables attributed to generate e-satisfaction are either related to the web site or to the perceived value of the web site. Among this broad classification of variables into web site characteristics or perceived value are certain variables often associated with e-service quality? For instance, Zeithmal et al. (2000) found association between such e-service quality-related variables efficiency,reliability, security, etc. and e-satisfaction. Service quality and satisfaction have been linked quite widely in offline services research (Shemwell et al., 1998).

IV. METHOD A quantitative study is determined most appropriate for

examination of the measurement of e-service quality so after the questionnaire is designed, it’s distributed to customers.

The statistical society is approximately 3000 customers of Sina Bank Branches that they apply e-banking services.

According with Morgan table (1970) and layer sampling, it consists of 342 respondents.

Examination of demographic characteristics indicates the most common respondent to be male (%36 female, %64 male) aged between 25 and 35 (%41), who uses e-banking for 2 years (%25). Respondents are mostly in the bachelor level of education (%54).

V. ANALYSES


80

TABLEII INDEXES OF PATH ANALYSIS

Value of index kind of index /231 (p-value) 64/36 (chi-square) 0/020 (RMR) 0.99 GFI(goodness of index) 0.97 AGFI(adjusted goodness of

index) 0.020 RMSEA(Root Mean Square

Error of Approximation) 0.98 NFI(Normative Fit Index) 1.00 CFI(Comparative Fit Index) 1.00 IFI(Inceremental Fit Index)

VI. DISCUSSION The results from the path analysis throw up certain

important points for discussion. Five important hypotheses are confirmed. The first and second are relationships between dimensions of e-services quality and customers satisfaction and trust are significant and direct. So when the level of efficiency, fulfillment, availability and privacy of e-services are rising, the customer’s satisfaction and trust are increased, too.

One way for improving organization’s efficiency is satisfying customer’s needs and expectations.

E-banking system has make expend changes in efficiency and executive of banking network by information communication technology and does all of the accounts operations and transactions between accounts at the moment.

It eliminates delaying of moving documents in the physical form, so speed of banking performance is increased that it is resulted to high level of customer’s satisfaction and trust.

Banking past concepts should be reengineer and recent process are substituted for improving e-services fulfillment. The key element for satisfying is employees’ behavior and interaction. If employees provide suitable information for their customers when they have problems, their trust to online services will be raise.

The customers should be control their financial operations without physical presence in retails for improving system availability. With e-banking system, the customers can deliver diversifier services and give their order through electronic channels on time. The more electronic devices security is resulted to more delivering personal information for improving privacy.

The third hypothesis is relationship between customer’s satisfaction and trust is significant and direct. When people search in site easily, give information quickly and also satisfy from devices proffetianol operations, their trust to e-services become more and more.

The fourth and fifth hypotheses are relationship between customer’s satisfaction and trust with customer’s loyalty significant and direct. When newer and innovational characteristics of services are delivered to consumers, they achieve to excitement level and loyalty comes after this level.

Customer’s beliefs of e-services security affect on them for using online banking services explicitly. So making trust is resulted to loyalty and using these services recurring.


81

VII. IMPLICATIONS 1- Designer of webs must examine risks of delivering e-

services for example: - Security controls related privacy information. - Destination password for firms, financial enterprises and

current customers. - Certification of unconfirmed transactions. - Preventing internet rubbery 2- Managers should verity unsatisfied customers to satisfy

because the cost of attracting is up to protect them.

REFERENCES [1] Athanassopoulos, Antreas, Gounaris, Spiros and Stathakopoulos,

Valssis. (2001). Behavioral responses to customer satisfaction: an empirical study. European Journal of Marketing, 35 (5/6), pp. 687-707.

[2] Colier, J.E. and Bienstock, C.C. (2006), “Measuring service quality in e-retailing”, Journal of Service Research, Vol. 8 No. 3, pp. 260-75.

[3] Grabner, K.S. and Kaluscha, E.A. (2003), “Empirical research in on-line trust: a review and critical assessment”, International Journal of Human-Computer Studies, Vol. 58, pp. 783-812.

[4] Harington , c. and weaven, s. (2008), “E-retailing by banks: e-service quality and its importance to customer satisfaction” , European Journal of Marketing Vol. 43 No. 9/10, 2009 pp. 1220-1231

[5] Harris, L.C. and Goode, M.H. (2004), “The four levels of loyalty and the pivotal role of trust: a study of online service dynamics”, Journal of Retailing, Vol. 89, pp. 139-58.

[6] Hofacker, C.F., Goldsmith, R.E., Bridges, E. and Swilley, E. (2007), “E-services: a synthesis and research agenda”, Journal of Value Chain Management.

[7] Mick, D.G. and Fournier, S. (1998), “Paradoxes of technology: consumer cognizance, emotions and coping strategies”, Journal of Consumer Research, Vol. 25, pp. 123-47.

[8] Parasuraman, A., Zeithmal, V.A. and Malhotra, A. (2005), “E-S-Qual, A multiple-item scale for assessing electronic service quality”, Journal of Service Research, Vol. 7 No. 3, pp. 213-33

[9] Sahadev , s. and purani , keyoor.(2008), “Modelling the consequences of e-service quality” , Marketing Intelligence & Planning Vol. 26 No. 6, 2008 pp. 605-620

[10] Shemwell, D.J., Yavas, U. and Bilgin, Z. (1998), “Customer-service provider relationships: an empirical test of a model of service quality, satisfaction and relationship oriented outcomes”, International Journal of Service Industry Management, Vol. 9 No. 2, pp. 155-68.


82

the examination electronic services quality of sina …psrcentre.org/images/extraimages/118....

Documents