Identification of Key Determinants of Satisfaction of Users of Electronic Banking Services

Dragana Gašević 1 , Marija Vranješ 1 , and Dragana Drinić 1
  • 1 Novi Sad Business School

Abstract

Under the conditions of increased competition, imperatives for banking institutions are focusing on the provision of better quality services, meeting the needs of clients and adjusting to their specific demands, as these are the conditions for achieving satisfaction. Satisfaction has a consequent effect on the realisation of communication, but also economic business goals of market players. In accordance with these facts, the significance of measuring the quality of services needs to be pointed out. In recent years, the tendency of increase in the number of bank clients who use electronic banking services has been perceived in the Republic of Serbia. Advantages of this modern service are numerous, and the ones that stand out among them are saving time, more favourable price, comfortable and fast transaction execution. The purpose of this paper is to examine the satisfaction of clients in relation to electronic banking services, i.e. to come to a conclusion which elements of service quality have an impact on satisfaction, as well as to assess the intensity of such impact. In order to obtain the necessary information, we have used the measures of descriptive statistical analysis, reliability analysis, correlation and regression analysis. The data have been collected using the survey method and the questionnaire distributed to respondents for the purpose of specific research has been created on the basis of previous research in the quality of service field. The results have shown that three dimensions of modified SERVQUAL model (security, ease of use and responsibility) have a statistically significant impact on satisfaction, while other factors (reliability, empathy and website content) have, in their joint effect, indicated a non-significant impact on satisfaction. The contribution of this paper is reflected in the fact that the identification of factors (reliability, empathy, website content) that have not achieved a significant impact in their joint effect on the satisfaction of clients with electronic banking can be a signal for the management of financial institutions to take action in order to reduce the perceived risk, maintain trust, provide training and development of employees, modernize website appearance.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Caro, L. M. & García, J. A. M. (2007). Measuring perceived service quality in urgent transport service. Journal of Retailing and Consumer Services, 14 (1), 60-72.

  • Dimitrovski, D.D. (2013). Ispitivanje ključnih dimenzija kvaliteta usluge i satisfakcije gostiju u restoranstvu. Marketing, 44 (3), 221-231.

  • Fornell, C., Johnson, M., Anderson, W., Jaesung, C. & Bryant, B. (1996). The American customer satisfaction index: nature, purpose and findings. Journal of Marketing, 60 (4), 7-18.

  • Garvin, D. (1984). What does‘product quality’ really mean? Sloan Management Review, 26 (1), 25-43.

  • Gerrard, P.J., Cunningham, B. & Devlin, J.F. (2006). Why consumers are not using internet banking: a qualitative study. Journal of Services Marketing, 20 (3), 160-168.

  • Grönroos, C. (1982). Strategic management and marketing in the service sector. London: Chartwell-Bratt.

  • Grönroos, C. (1984). A service quality model andits marketing implications. European Journal of Marketing, 18 (4), 244-249.

  • Grubor, A. (2011). Očekivanja, satisfakcija i lojalnost potrošača u marketingu usluga. Anali Ekonomskog fakulteta u Subotici, 47 (26), 23-32.

  • Howcroft, B., Hamilton R. & Hewer, P. (2002). Consumer attitude and the usage and adoption of home-based banking in the United Kingdom. International Journal of Bank Marketing, 20 (3), 111-121.

  • Järvinen, R.A. (2014). Consumer trust in banking relationships in Europe. International Journal of Bank Marketing, 32 (6), 551-566.

  • Jeary T. (2009), Seven Things - Do them to survive, Leadership Excellence. Executive Excellence Publishing.

  • Karjaluoto, H., Mattila, M. & Pento, T. (2002). Factors underlying attitude formation towards online banking in Finland. International Journal of Banking Marketing, 20 (6), 261-272.

  • Lam, T. & Zhang, H.Q. (1999). Service quality of travel agents: the case of travel agents in Hong Kong. Tourism Management, 20, 341-349.

  • Levesque, T., Gordon, H.G & McDougall (1996). Determinants of customer satisfaction in retail banking. International Journal of Bank Marketing, 14 (7), 12-20.

  • Lewis, B.R. & Mitchell, V.W. (1990). Defining and measuring the quality of customer service. Marketing Intelligence & Planning, 8 (6), 11-17.

  • Liébana-Cabanillas, F., Muñoz Leiva, F. & Rejón Guardia, F. (2013). The determinants of satisfaction with e-banking. Industrial Management & Data Systems, 113 (5), 750-767.

  • Marinković, V., Senić, V., Kocić M. & Šapić, S. (2011). Investigating the Impact of SERVQUAL Dimensions on Customer Satisfaction: The Lessons Learnt from Serbian Travel Agencies. International Journal of Tourism Research, 15(2), 184-196.

  • Marinković, V. & Obradović, V. (2012). Identifikacija pokretača satisfakcije lojalnosti klijenata u bankarstvu. Industrija, 40 (3), 93-110.

  • Marinković, V. & Senić, V. (2012). Analiza elemenata kvaliteta usluga u korporativnom bankarstvu. Ekonomski horizonti, 14 (1), 13-22.

  • Maričić, B. R., Veljković, S. & Đorđević, A. (2012). Мerenje satisfakcije potrošača. Marketing, 43 (4), 235-245.

  • Maričić, B. (2011). Ponašanje potrošača (IX izdanje). Beograd: CID Ekonomski fakultet.

  • Nilay Yajnik, B.M. (2013). Re-examining and empirically validating the End User Computing Satisfaction models for satisfaction measurement in the internet banking context. International Journal of Bank Marketing, 31 (6), 440-455.

  • Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decision. Journal of Marketing Research, 17, 460-469.

  • Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A conceptual model of service quality and its implication. Journal of Marketing, 49 (Fall): 41-50.

  • Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perception of service quality. Journal of Retailing, 64 (1), 12-40.

  • Parasuraman, A. (2000). Technology Readiness Index (TRI): a multiple-item scale to measure readiness to embrace new technologies. Journal of Service Research, 2 (4), 307-320.

  • Polatoglu, V.N. & Ekin, S. (2001). Аn empirical investigation of the Turkish consumers’ acceptance of internet banking services. International Journal of Bank Marketing, 19 (4): 156-165.

  • Salai, S., Božidarević, D. (2009). Marketing istraživanje. Subotica: Ekonomski fakultet Subotica.

  • Sarel, D. & Marmorstein, H. (2003a). Marketing online banking services: the voice of the customer. Journal of Financial Services Marketing, 8 (2), 106-118.

  • Sarel, D. & Marmorstein, H. (2003b). Marketing online banking to the indifferent consumer: a longitudinal analysis of banks’ actions. Journal of Financial Services Marketing, 8 (3), 231-243.

  • Sathye, M. (1999). Adoption of Internet banking by Australian consumers: an empirical investigation. International Journal of Bank Marketing, 17 (7), 324-334.

  • Singh, A.M. (2004). Trends in South African internet banking. Aslib Proceedings: New Information Perspectives, 56 (3), 187-196.

  • Stanković, Lj., Đukić, S. & Popović, A. (2012). Istraživanje motiva i stavova potrošača o turističkim destinacijama. Marketing, 43 (2), 104-113.

  • Wisniewski, M. (2001). Using SERVQUAL to assess customer satisfaction with public sector services. Managing Service Quality, 11 (6), 380-388.

  • Xiaoyan Li S.L. (2005). Consumers’ attitudes towards online and mobile banking in China. International Journal of Bank Marketing, 23 (5), 362-380.

  • Ernst & Young. (2011). A new era of customer expectation: Global Consumer Banking Survey, preuzeto sa: http://www.ey.com/Publication/vwLUAssets/ey-a-new-era-of-customer-expectation-global-consumer-banking-survey/$FILE/ey-a-new-era-of-customer-expectation-global-consumer-banking-survey.pdf, pristupljeno: 19.Septembar 2014.

  • Narodna banka Srbije. (2012). Testiranje uslova pod kojima se na tržištu nude finansijske usluge, preuzeto sa: http://www.nbs.rs/export/sites/default/internet/latinica/15/konferencije_guvernera/prilozi/20090206_prezentacija_gallup.pdf, pristupljeno:18.Septembar 2014.

  • Republički zavod za statistiku. (2014). preuzeto sa: http://webrzs.stat.gov.rs/WebSite/Public/PageView.aspx?pKey=2,pristupljeno: 24.Septembar 2014.

OPEN ACCESS

Journal + Issues

Search