Redefining Service Quality Dimensions in Electronic Banking from Extant Theories

Abstract

In the literature, sufficient attention and interests have been given to electronic banking service quality dimensions and redefined antecedents. Its contributions, however, have a visible expression on banks’ electronic banking service quality development from customers’ perspective. The intent of this study is to find the extent e-banking service quality dimensions could be modified and develop all-encompassing electronic banking service quality dimensions and constructs. In a quantitative approach, this study made use of survey method with structured questionnaires in collecting primary data from 600 purposively sampled customers of the Ghana Commercial Bank Ltd. Utilising Microsoft excel, excel tool packages, SPSS (version 22) and AMOS, the research analysis was done in stages to satisfy underlined assumptions in quantitative studies. With PCA and CFA techniques, the findings from retrieved views of 556 respondents show that e-banking service quality could be well modified on a three factor model. The upshot evinces system performance, system security and system existence quality as redefined e-banking service quality themed as Re-EBankQual. Although this study showcases interesting ideas, it suffers several limitations. The constraints of this study are that, it did not rely on broader sample size to represent the entire population and hence the results could be viewed as just the perception of clients interviewed but not the general populace of the bank. Also the study was restricted to a specific geographic region belonging to a single commercial city in the eastern region of Ghana. For these limitations, theoretical and managerial recommendations have been noted for scholars and bank stakeholders to eliminate the bottlenecks that hinder the development of redefining e-banking service quality dimensions. The imports from this study sight on the themed areas of electronic banking service quality for both management and scholars to take note and affect decisions to improve services. It also adds to literature on the electronic banking service quality conceptualization and brings to light a new perspective in electronic banking service quality.