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Banking on the Bank! An Investigation into Consumer Perception of online banking service quality.

Gianvechio, Daniela (2015) Banking on the Bank! An Investigation into Consumer Perception of online banking service quality. Masters thesis, Dublin, National College of Ireland.

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Purpose – With rapid technological advances and increased competitiveness in banking, e-service quality plays an important role for any organisation aiming for marketing success, consequently, an increased emphasis has been placed on online satisfaction and loyalty. The following pages will cover the pertinent issues when evaluating online banking service quality and attempt to understand the different perceptions of service quality delivered by technology versus by person, from the Irish customer’s standpoint. The changing physical environment in branch banking and the new channels of banking interaction are discussed, how Irish customers embrace these changes and if it impacts on their relationship with or view of traditional banking.

Design/ methodology/ approach – Various e-service quality variables are measured using a framework proposed by Agrawal et al. (2014). The results from the combined mixed methods approach of questionnaire survey, interview and observation, provide the tools to achieve the research objectives. The use of these variables is essential to evaluate the most relevant aspects for the Irish consumer. Conveniently, because of the mixed method used, it also reveals the most relevant issues from the bank’s perspective.

Findings – It can be observed that Irish banks are working to provide the best possibilities for the consumer in terms of innovative online banking, at the same time; the Irish consumer is embracing the emerging technological advances.

Originality/Value – This paper evaluates 12 variables for measuring e-service quality and used the highest scored 9 variables in order to propose a framework that can be used for future research in the Irish context. The results of this research may provide a foundation for a more precise measure to e-service quality in Ireland and may assist Irish banks to maintain, improve the e-service performance and thus retain customers.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HG Finance > Banking > E-banking
Divisions: School of Business > Master of Science in Marketing
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 10 Oct 2015 13:17
Last Modified: 10 Oct 2015 13:18

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