A Scale for Measuring Internet Banking Service Quality

Abstract

There have been many fragmented studies of Internet service quality which have resulted in several models with different combinations of constructs and items, some focusing on different perspectives, and many using different names for the same construct. Some of these models were developed for the specific context of Internet banking. This paper consolidates these fragmented studies of Internet service quality and Internet banking service quality and proposes a scale with nine constructs to measure Internet banking service quality. The scale compares expected service (E) with perceived service (P) across all nine constructs and measures perceived service quality based on P- E. The paper then validates the scale using exploratory and confirmatory factor analyses of 499 survey responses from Internet banking customers of five Indian public sector banks. The service quality scale was conceptualised as a nine-construct, 39-item scale. Through the purification process it was reduced to 34 items spread across nine constructs: availability, site aesthetics, ease of use, technical performance, reliability, privacy, trust, responsiveness, and customisation.