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
service system Customer
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
Joseph et al. √ (1999)
Zeithaml et al.
Liu & Arnett
Jun and Cai (2001)
Yang & Huang
Madu and Madhu
Wolfinbarger & √ √ √ √ √ √ √ √ √ √ √ √
√ √ √ √ √
√ √ √ √ Santos (2003) √ √ Jun (2004) √ √ √ √ √ √ √ √ √ Gilly (2002) Yang & Fang
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
Security Low risk associated with online Yang et al., 2004 transaction, personal Jun & Cai, 2001 information safety and online
Ease of use Convenience for the customers Doll & Torkzadeh, 1988 to interact with...
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- Fall '97
- Siam Commercial Bank, online customer service