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Unformatted text preview: sfy the customer. Hence, they can gain more market shares in the online market. The main purpose of this study, as stated in Chapter one, is “To result in a clearer picture of service quality and satisfaction of online customer service on Siam Commercial Bank and how the customer satisfaction influence the customer loyalty to the internet banking of Siam Commercial Bank”. 35 3.2 Conceptual Framework Based on the service quality dimensions reviewed in Chapter two, five dimensions Reliability, Responsiveness, Security, Ease of use and Access, are found as the most frequently mentioned and regarded as very important factors in service quality. Moreover, they appeared to be the most influential factor of satisfaction with online customer service. Service Quality Reliability Responsiveness Security Customer Satisfaction with online customer service system Customer Loyalty of internet banking Ease of use Access Figure 3-1: Conceptual Framework of this study In the case of Internet- only banks group, the most frequently mentioned sources of satisfaction are responsiveness, ease of use and access (Jun & Cai 2001). It is also mentioned that customers commonly use dimensions like reliability, responsiveness, security and access to evaluate both traditional services and online services (Zeithamal et al., 2000; Yang and Fang, 2004). Jun & Cai (2001) also found that the five dimensions, responsiveness, reliability, access, ease of use and accuracy are the most frequently mentioned. The satisfying and dissatisfying factors in both traditional bank groups and online bank groups. The service quality literature on both online and offline are summarized in Table: 3-1 36 Table 3-1: Selected Literature of both Online and Offline Service Quality Authors Reliability Responsiveness Security Ease of use Access Parasuraman et al. √ √ (1988) √ √ Johnston (1995) √ Johnston (1997) √ (1985) √ √ √ √ √ √ √ √ Parasuraman et al. Doll & Torkzadeh √ (1998) Joseph et al. √ (1999) Natel (2000) Zeithaml et al. (2000) Liu & Arnett (2000) Jun and Cai (2001) Yang & Huang (2001) Madu and Madhu (2002) Wolfinbarger & √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ Santos (2003) √ √ Jun (2004) √ √ √ √ √ √ √ √ √ Gilly (2002) Yang & Fang (2004) Yang (2004) √ √ 37 Table 3-2 describes the measurement criteria used in this research for service quality dimensions and their source of conceptualizations. Table 3-2: Research Measurement Criteria Dimensions Measurement criteria Supportive article Reliability The ability of the Internet bank Parasuraman et al.’s to keep service promise (1985) accurately, consistently and Jun & Cai, 2001 also perform the service right Santos, 2003 the first time. Responsiveness The ability of Internet bank to Jun & Cai, 2001 provide prompt service, quick problem solving, and convenience services. Security Low risk associated with online Yang et al., 2004 transaction, personal Jun & Cai, 2001 information safety and online transaction safety. Ease of use Convenience for the customers Doll & Torkzadeh, 1988 to interact with...
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