A model for measuring service quality in internet-based services: The case study of internet banking services in the Kingdom of Saudi Arabia

Abstract

Internet banking services have faced a considerable expansion in terms of the number of users in the last few years. This makes Internet as a financial service delivery platform witness a number challenges. One of these is offering better-quality services to existing customers as the quality of service is a key factor in the success of any organisation. Previous research studies indicate that a strong theory to understand this form of service is lacking. A comprehensive review of previous and contemporary literature on service quality suggests the need for the development of a valid instrument for measuring service quality from the end-user perspective in the specific context of Internet banking services. This research study proposes a revised and modified SERVQUAL model which incorporates several variables that reflects the industry-specific attributes of Internet banking services. A survey based research is used to collect primary data on the basis of Internet banking services in the Kingdom of Saudi Arabia. A multiple regression analysis is employed to examine the influence of the adapted determinants on service quality. Focus-group interviews are also conducted as a follow-up to the questionnaire study. The findings of both fieldworks indicate that reliability, responsiveness, website design, and personalisation determine service quality in the Internet banking context. This study presents the main findings derived from the research model which can be used by a wide range of financial institutions, which make use of the Internet in their business dealings, to support each organisation’s decision-making processes. Also, this model can be used as a blueprint for an organisation’s strategic planning. In addition to the research model, the researcher employs Importance Performance Analysis (IPA) that reveals a large of number of implications for the quality of service, which were not obvious prior to undertaking the research. The knowledge of such implications will help managers and decision-makers when they are required to allocate resources to certain tasks or functions.