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Inter-Relationship of Web Site Interactivity and Customer Outcomes - Building Trust in Internet Bank

Inter-Relationship of Web Site Interactivity and Customer Outcomes - Building Trust in Internet Bank

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http://gbr.sagepub.com/ Global Business Review http://gbr.sagepub.com/content/12/1/99 The online version of this article can be found at: DOI: 10.1177/097215091001200107 2011 12: 99 Global Business Review Bikram Jit Singh Mann and Sunpreet Kaur Sahni Internet Banking Web Site Inter-Relationship of Web Site Interactivity and Customer Outcomes : Building Trust in Published by: http://www.sagepublications.com can be found at: Global Business Review Additional services and information for http://gbr.sagepub.com/cgi/alerts Email Alerts: http://gbr.sagepub.com/subscriptions Subscriptions: http://www.sagepub.com/journalsReprints.nav Reprints: http://www.sagepub.com/journalsPermissions.nav Permissions: http://gbr.sagepub.com/content/12/1/99.refs.html Citations: at University of Bedfordshire on April 9, 2011 gbr.sagepub.com Downloaded from
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Article Inter-Relationship of Web Site Interactivity and Customer Outcomes: Building Trust in Internet Banking Web Site Bikram Jit Singh Mann Sunpreet Kaur Sahni Abstract This article explores the inter-relationship between the two dimensions of a web site—web site inter- activity and customer outcomes. The study investigates how web site interactivity leads to positive customer outcomes in the context of Internet Banking web sites. Navigation structure and information content constitute the antecedents of web site interactivity whereas the dimension of customer out- comes has been studied through customer service quality; customer satisfaction; perceived security risk and trust of the web site. In order to gauge the data for internal consistency, various reliability and validity procedures have been carried out. AMOS software has been used for analysis of the data using Structural Equation Modeling technique. The findings indicate that web site design factors like navigation structure and information content are important antecedents to customer service quality, which further influences customer satisfaction and the trust of Internet Banking web sites. The study would provide insights to the global marketers by providing accurate and timely information along with security measures; thus it can enhance customer service quality, customer satisfaction and trust. The overview of the study reveals the importance and contribution of each construct in the formation of trust towards Internet Banking web site. Keywords Internet banking, information content, navigation structure, perceived security risk, trust, customer service quality Introduction In the virtual environment, layout of content, communicated information that appears on the web site, its service offering and ambience associated with the web site play a vital role in evaluating whether cus- tomers are satisfied or dissatisfied with a web site. A web site as defined by Dailey (2004, p. 797) is ‘the conscious designing of web environments to create positive affect in order to develop positive consumer responses’. Thus, the marketers make an effort to design the web sites in such a way that they can com- municate with their consumers effectively and efficiently.
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