Abstract
M.Comm.
Extensive studies have been done in the past on measuring service quality where the
service is delivered on a face-to-face encounter. This study assesses and measures
online service quality where there is no face-to-face encounter. The service quality
measures are particularly on Internet Banking service. The research problem has
been stated as the lack of insight into customer perceptions on Internet Banking
service quality by management in South African banks. The purpose of this study was
to explore customers’ perceptions on key electronic service dimensions or factors of
Internet Banking service quality. The primary objective of the study was to have an
insight into how Internet Banking customers in South Africa perceive their respective
banks’ performance on pre-defined electronic service quality dimensions. The
secondary objective was to determine if there was any difference in Internet Banking
service quality perception based on age, gender, or primary bank offering the service
(service provider).
Even though online shopping and Internet Banking are online services there are
subtle differences between the two services. With online shopping there is a physical
item that gets traded and in Internet Banking only services are traded. It is for this
reason that the original E-S-Q instrument was slightly adjusted. Some of the
dimensions that were excluded from the original E-S-Q instrument include flexibility,
price knowledge and customization
Given the purpose and objectives of the study a quantitative approach was taken as
the major research approach for the study. The sampling design was a nonprobability
sampling one because the convenience method of sampling was used.
The survey population was all online banking users, utilizing services from South
African banks. A slightly revised electronic service quality (E-S-Q), a service quality
measurement instrument, was used in this study. Data was collected via a web based
self administered survey. The original E-S-Q instrument measured customer service
quality from an online shopping experience point of view. This study aimed at
gleaning respondents’ perceptions on key Internet Banking service dimensions.