An analysis of e-service quality of Maltese banks

Abstract

The main aim of an organisation is to understand customer needs in order to enhance customer satisfaction. This is becoming a more popular method of marketing in the business industry. According to past research, it is shown that this approach contributes in creating opportunities for efficient decisions taken by management. Service quality has a major role in the profitability of a company within a competitive environment. The winners are likely to be those who adapt easily and effectively to any changes. There is no free lunch in establishing a new product keeping in mind that other competitors on the market are offering the same perceived service quality value. With the ongoing growth of Internet technology, the aim of servicing each and every customer flawlessly has increased. Moreover, services are becoming more inseparable and intangible thus making it more difficult to evaluate the quality of individual services. On the other hand, technology makes it easier for the individual customer to compare among different firms with a click of a button and/or from their own home. Technology and competition work hand in hand to enhance pressure on the customer with respect to the demand for higher service standards. Therefore, on the basis of the literature review, the top five service quality dimensions were selected for this study to examine the relative importance of each dimension in the service industry. These are reliability, responsiveness, communication, security and access. The main aim of this study is to analyse different dimensions of e-service quality in Maltese Banks. Qualitative research; (an interview), was conducted to get a better understanding from banks’ perspective while on the other hand, a quantitative research; (a questionnaire), was distributed among bank customers for a better understanding of customers’ perspectives. There was an 88.75% response rate. The results from customers’ questionnaires have indicated that two of the five dimensions are statistically insignificant and three are statistically significant. In terms of customers’ perspective reliability is seen as the most important dimension while responsiveness is the lowest. However, from banks’ perspective, security is the most important dimension while accessibility and communication are rated as lowest.