Citation
Siddig, Mahgoub Elradi Ahmed
(2018)
A model for measuring the internet banking interface quality.
Doctoral thesis, Universiti Putra Malaysia.
Abstract
Internet Banking Service Quality (IBSQ) measurement is still an evolving research
area in the field of service quality measurement. Service quality measurement
still remains one of the competitive strategies for Internet banking (IB) service
providers in order to achieve higher performance and an increase in adoption
by users. IBSQ provides platform for evaluating services provided by IB service
providers based on consumption experience(s).
Literature study conducted shows that the existing IBSQ measurement models
includes different Service Quality (SQ) dimensions, which are insufficient in
measuring Internet Banking Interfaces (IBIs) service quality. Thus, user experience
for ensuring customer satisfaction, user–friendliness, and loyalty due to lack
of human face–to–face communication are not adequately measured. Moreover,
these models do not have mechanism that provide adequate response to particular
concerns and requests of individual users. In addition to IBIs service quality
measurement associated problems, different existing methodological approaches
used in the development of IBSQ measurement models, also have their associated
problems. Thus, in this research work, we propose a method that have a holistic
and rigorous measurement model that addresses such limitations. The proposed
model address the associated problems with IBSQ measurement by analyzing,
identifying and categorizing those dimensions for measuring IB services quality,
which have an impact on users’ attitudes and intentions for continuous use of
IBIs.
An empirical study using a survey questionnaire was conducted among 494 respondents
from IB users to validate the IBSQ dimensions, and further propose
the Internet Banking Interface Quality Model (IBIQM). In this respect, two different tests were carried out to validate the proposed model. The first test carried
out was targeted towards collecting feedback from experts while the second test
collect responses from end-users. The prototyped interface was evaluated using
an extended Technology Acceptance Model (TAM) test that make use of a survey
conducted among 23 undergraduate students. This extended TAM test comprises
of five main constructs, which include perceived enjoyment, perceived ease of use,
perceived usefulness, attitude toward, and intention to use interface. The results of the empirical study demonstrates the validity of the proposed
model. The prototype was validated by an experts from academics and professionals
in the banking sector. The result of expert review confirmed the applicability
of prototyped interface for the future development of IBIs. This research shed light
on the improvement of IBSQ in a way to effectively evaluate IBIs with Malaysia
context as an empirical case study. According to the performance limitations of
the SQ dimensions, an IBIQM was proposed with an emphasis on Virtual Reality
(VR) integration as an effective solution.
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