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

, 2011

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

and measurement of e-service, elements of the web experience

AbstractThe main purpose of this research is to find out the and the relationship between the web-experience, trust,
relationship between dimensions of electeronic services quality customer satisfaction, intention to purchase, and loyalty
(efficiency, availability, privacy, and fulfillment) and customers (Rowley, 2006).
electeronic satisfaction and trust. Morever, we would like to find how
these factors affects Sina Bank customerss loyalty based on E-
SERVQUAL model. In order to reach this purpose, a comprehensive II. E-SERVQUAL: A SURVEY OF LITERATURE AND CONCEPTUAL
and accurate questionnaire was designed and analyzed with statistical MODEL
methods. According to Hofacker et al. (2007), e-services embody the
Data analysis showed that dimensions of electeronic services need satisfaction of traditional services, however by using a
quality directly related to customers satisfaction and trust and this new technology. Hence, while servicescapes and other
relationship is significant. The relationship between customers
satisfaction and trust with their loyalty is also significant and direct. components of the traditional service satisfaction models may
still retain some meaning, the technology element and the lack
Keywords Electronic services quality, E-SERVQUAL model, of personal contacts in the fulfillment of the service
Satisfaction, Trust, loyalty. completely transform the customer experience in the context
of e-services. Research in the context of technology readiness
I. INTRODUCTION of consumers (Parasuraman, 2000) and the interaction of
consumers with technologically advanced products (Mick and
W ITH greater penetration of the internet and the
invention of new processes to service consumers
through the electronic media, consumers rely increasingly on
Fournier, 1998) have established the differences in consumer
perspectives while consuming products or services with a
online sellers and service providers for even the most strong technology element. Further, as Ruyter et al. (2001)
rudimentary tasks and services.(sahadev & purani,2008) the contends, e-services require much more emphasis on
key element to e-commerce achievement is e-banking system integration than offline services. Thus, it is argued that the
that its acts with financial and monetary systems. Associated service quality framework introduced by Parasuraman et al. in
rival economics, customer oriented and attracting satisfaction 1985 may not achieve the same level of validity. The need to
is base of business and the organizations have not regard to develop a credible and robust model to describe and measure
them will be eliminate. Today strategic and traditional policies service quality in the context of e-services stems from this
focus on protection, increasing trust and loyalty of difference in customer experience. Several studies have
organizations customers.( Athanassopoulos,2001) E-service attempted to describe e-service quality over the past few
quality. years.
An important construct which has received significant Most have identified dimensions representing various facets
research attention in this regard is e-service quality. The origin of the customers interaction with e-services. Here, we look at
of e-service quality as a concept can be traced to the service six important studies which have developed and empirically
quality concept. Colier and Bienstock (2006) define e-service validated a measurement schema for e-servqual. While there is
quality as customers perceptions of the outcome of the considerable overlap between them in the labels attached to
service along with recovery perceptions if a problem should dimensions, there is a pressing need for convergence. The
occur studies have used different contexts for the scale validation
E-service is conceptualized as an interactive information process, and all have used rigorous methods like confirmatory
service providing a mechanism for firms to differentiate their factor analysis (CFA) for model validation and obtained
service offering and build competitive advantage. Key themes statistically significant values to support their reliability and
within the e-service quality literature include the dimensions 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
Amin Shapor Shayan Jahromi, Ebadolah Ahmadi, Farzane Fakhravari and of the e-servqual dimensions with certain meaningful
Pouya Mostafa Adiby. (e-mail: Pouya_adiby@yahoo.com)

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

dependent variables. The main purpose was to assess the Studies have also empirically validated the link between
construct validity. Table I also presents the dependent SERVQUAL and such outcomes as customer satisfaction
variables considered in these studies. (Cronin et al., 2000; Chenet et al., 1999; Shemwell et al.,
TABLE I. 1998; Spreng and Mackoy, 1995), trust (Sharma and
COMPARISON OF E-SERVQUAL STUDIES
Patterson, 1999), commitment (Sharma and Patterson, 1999),
Study Dimensions of e-service quality
Yoo and Donthu (2001) Ease of use, aesthetic design, loyalty (Ennew and Binks, 1996) in the context of offline
processing speed, security services. Thus, aspects related to the outcomes of service
Janda et al. (2002) Performance, access, security, quality in the offline context have received considerable
sensation, information research attention in the past.
Wolfinbarger and Gilly(2003) Fulfilment/reliability, web site However, this is not the case with e-services. Except for a
design, privacy/security, customer few exceptions (Ribbink et al., 2004; Harris and Goode,
Service 2004), studies looking at the consequences of e-servqual are
Parasuraman (2005) Efficiency, system availability,
few. In tune with the discussion related to the outcomes of
fulfillment, privacy
SERVQUAL in the offline environment, three outcomes are
Bauer et al. (2006) Responsiveness, reliability,
process, functionality, enjoyment proposed in the e-service context.
Colier and Bienstock (2006) Ease of use, privacy, design, The outcomes of trust, satisfaction and commitment have
information, accuracy, all received substantial interest in the context of e-commerce
functionality, order, condition, though not necessarily as consequences of e-service quality.
timeliness, order accuracy, The conceptual model posits the e-servqual dimensions
interactive faimess, outcome described by PZM as the antecedents of the outcome
fairness, procedural fairness
variables. The PZM framework describes e-service quality in
Loiacono et al. (2007) Ease of understanding, intuitive
operations, information quality, terms of four main dimensions:
functional fit to task, tailored (1) Efficiency. The ease and speed of accessing and using
communication, trust, response the site.
time, visual appeal, (2) Fulfilment. The extent to which promises made by the
innovativeness, emotional appeal, site are fulfilled.
on-line completeness, consistent
image, relative advantage
(3) System availability. The correct technical functions of
Except in the case of Parasuraman et al. (2005) (PZM), the site.
hereafter all the studies mentioned above were validated by (4) Privacy. The degree to which the site is safe and
requesting the respondent to recall a general e-retail or e- protects customer information.
shopping transaction without considering it from a particular The PZM framework has adopted the most rigorous
e-retail/e-shopping context. Further, except for PZM, all the procedure in describing and validating the e-servqual
other studies used purely convenience samples for validation, construct and hence can be considered as more robust.
thereby reducing the validity of the measurement instrument. The conceptual model is shown in Figure 1.
The present study focuses more on the consequences on e-
servqual and tries to understand the linkage between the e- Dimensions of e-services
servqual dimensions as explained by PZM and its outcomes. Efficiency
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 Fulfillment
Trust
quality in the offline environment have considered several
consequences of achieving superior service quality. For
instance, Zeithmal et.al. (1996) had established the Availability Loyalty
relationship between superior service quality and behavioural
intentions of consumers like greater loyalty; positive word of Satisfact
mouth, willingness to spend more with the company offering ion
superior service quality, and recommending the company to Privacy
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 H1:The relationships between dimensions of e-service with
the behavioural intentions of consumers. The intentions customers satisfaction are significant and direct.
considered included such aspects as loyalty, commitment, H2: The relationships between dimensions of e-service with
inclination to recommend the service provider, etc. customers trust are significant and direct.
H3: The relationships between satisfaction and with

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

customers trust are significant and direct. link e-service quality-related variables to e-trust.
H4:The relationships between satisfaction and with E-satisfaction has gained increasing importance in e-
customers loyality are significant and direct. commerce-related literature.
H5: The relationships between trust and with customers Szymanski and Hise (2000), in their path-breaking study on
loyality are significant and direct. e-satisfaction, conceptualised e-satisfaction as the consumers
judgement of their internet retail experience as compared with
III. TRUST, SATISFACTION AND LOYALTY IN E-COMMERCE their experience with traditional retail stores. Several studies
Trust has been considered as an important variable in the have considered the antecedents of e-satisfaction since then
context of e-commerce (Hoffman et al., 1999). According to (for a review, see Bansal et al., 2004). After reviewing past
Lee and Turban (2001), one of the most frequently cited studies which looked into this aspect, they concluded that
reasons for consumers not purchasing from internet vendors is most of the variables attributed to generate e-satisfaction are
lack of trust. Urban et al. (2000) have opined that either related to the web site or to the perceived value of the
implementation of a technology like the internet involves trust web site. Among this broad classification of variables into
and therefore trust is very significant in e-commerce. Trust web site characteristics or perceived value are certain
has been defined in different contexts with different emphasis. variables often associated with e-service quality? For instance,
In general, trust is related to risk/unpredictability reduction Zeithmal et al. (2000) found association between such e-
and involves a relationship between two parties. In e- service quality-related variables efficiency,reliability, security,
commerce, where the element of risk is often higher than in etc. and e-satisfaction. Service quality and satisfaction have
traditional environments, the importance of trust is inflated been linked quite widely in offline services research
(Grabner and Kaluscha, 2003). (Shemwell et al., 1998).
Trust as a construct has been considered quite widely in e-
commerce research (for a review, see Grabner and Kaluscha, IV. METHOD
2003). However, very few of these studies have linked trust A quantitative study is determined most appropriate for
with e-service quality. Most of the variables used as predictors examination of the measurement of e-service quality so after
of trust are related to the reputation of the organisation the questionnaire is designed, its distributed to customers.
providing the service, the propensity of the individual to trust The statistical society is approximately 3000 customers of
others, perceived privacy, word of mouth referrals, etc. Harris Sina Bank Branches that they apply e-banking services.
and Goode (2004) explored the linkage between e-service According with Morgan table (1970) and layer sampling, it
quality and such constructs as e-trust and e-satisfaction. consists of 342 respondents.
However, e-service quality was measured using a scale Examination of demographic characteristics indicates the
adopted from the offline context without splitting the most common respondent to be male (%36 female, %64 male)
construct into its component dimensions. Hence, this study, aged between 25 and 35 (%41), who uses e-banking for 2
while establishing the relationship between e-service quality years (%25). Respondents are mostly in the bachelor level of
and its consequences, is unable to describe the relationship education (%54).
between the components of e-service quality and the
consequences. Ribbink et al. (2004) have found evidence to V. ANALYSES

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

TABLEII It eliminates delaying of moving documents in the physical

INDEXES OF PATH ANALYSIS form, so speed of banking performance is increased that it is
Value of index kind of index resulted to high level of customers satisfaction and trust.
/231 (p-value) Banking past concepts should be reengineer and recent
64/36 (chi-square) process are substituted for improving e-services fulfillment.
0/020 (RMR) The key element for satisfying is employees behavior and
0.99 GFI(goodness of index) interaction. If employees provide suitable information for their
0.97 AGFI(adjusted goodness of customers when they have problems, their trust to online
index) services will be raise.
0.020 RMSEA(Root Mean Square The customers should be control their financial operations
Error of Approximation) without physical presence in retails for improving system
0.98 NFI(Normative Fit Index) availability. With e-banking system, the customers can deliver
1.00 CFI(Comparative Fit Index) diversifier services and give their order through electronic
1.00 IFI(Inceremental Fit Index) channels on time. The more electronic devices security is
resulted to more delivering personal information for
VI. DISCUSSION improving privacy.
The results from the path analysis throw up certain The third hypothesis is relationship between customers
important points for discussion. Five important hypotheses are satisfaction and trust is significant and direct. When people
confirmed. The first and second are relationships between search in site easily, give information quickly and also satisfy
dimensions of e-services quality and customers satisfaction from devices proffetianol operations, their trust to e-services
and trust are significant and direct. So when the level of become more and more.
efficiency, fulfillment, availability and privacy of e-services The fourth and fifth hypotheses are relationship between
are rising, the customers satisfaction and trust are increased, customers satisfaction and trust with customers loyalty
too. significant and direct. When newer and innovational
One way for improving organizations efficiency is characteristics of services are delivered to consumers, they
satisfying customers needs and expectations. achieve to excitement level and loyalty comes after this level.
E-banking system has make expend changes in efficiency Customers beliefs of e-services security affect on them for
and executive of banking network by information using online banking services explicitly. So making trust is
communication technology and does all of the accounts resulted to loyalty and using these services recurring.
operations and transactions between accounts at the moment.

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

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.

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