Electronic Service Quality of Iranian internet banking

Abstract

This study attempted to determine electronic service quality (e-SQ) of Iranian internet banking and its impact on electronic customer satisfaction (e-CS). Using convenience sampling procedure and a web-based questionnaire, 292 completed questionnaires were gathered from internet banking users of four main public banks in Iran. The Confirmatory Factor Analysis performed indicated that six dimensions - efficient and reliable services, fulfilment, security/trust, site aesthetics, responsiveness/contact, and ease of use - were applicable to measure the Iranian internet banking e-SQ. Results of descriptive analysis indicated that Iranian internet banking users perceived a high level of e-SQ and the high level of the e-SQ was statistically significant using One-sample t-test analysis. All items for each dimension of e-SQ recorded high descriptive value indicating that users’ perceived high e-SQ in the usage of internet banking. A significant positive relationship exists between e-SQ and e-CS in the Iranian internet banking. The regression analysis performed showed that security/trust, site aesthetics, and ease of use of the internet banking e-SQ have positive effects on e-CS. Managerial and future research recommendations were discussed in relation to improving the internet banking e-SQ and to explore contributing factors to the low usage of internet banking in Iran.