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Investigating e-banking service quality in one of Egypt's banks: A stakeholder

analysis

Article  in  TQM Journal · August 2013

DOI: 10.1108/TQM-11-2012-0086

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E-banking
Investigating e-banking service service quality
quality in one of Egypt’s banks:
a stakeholder analysis
Miran Ismail Hussien 557
Information System Department, Cardiff Metropolitan, UK, and
Rasha Abd El Aziz
Business Information System,
Arab Academy for Science and Technology and Maritime Transport,
Alexandria, Egypt

Abstract
Purpose – The main subject of the research is to study the internet banking quality dimensions that
affect customer satisfaction from the consumer and provider perspectives. This bridges the gap
between theory and practice which is part from contributing to the body of knowledge, thus improve
the service quality dimensions to attain better quality of life. The aim of this study is to investigate
how do users perceive e-banking quality dimensions in terms of their importance; how do decision
makers in banks perceive and provide e-banking quality dimensions; whether each quality dimension
directly affect users satisfaction of the service.
Design/methodology/approach – Structured questionnaires were randomly distributed over
300 bank clients, 133 valid questionnaires were returned. Data were statistically analyzed using
SPSS. Two key decision makers at the were interviewed to get the broader picture, where data were
interpretively analyzed.
Findings – Results were integrated allowing authors to show that service quality has significant
effect on customer satisfaction. bank could be considered a success story that provides a guide line for
decision makers in banks that are less fortunate in providing high service quality, thus help them
better address their customers’ needs.
Research limitations/implications – The main limitation of this paper is that the research was
conducted at one bank and thus a more comprehensive study, involving other banks in the industry
could enable research generalize results.
Originality/value – This paper provides a valuable stakeholder analysis regarding e-banking
service quality dimensions as viewed and ranked by service providers and users.
Keywords E-banking, E-service quality, Quality criteria, Customer satisfaction,
Different perspectives, Customer services quality, Banks, Egypt
Paper type Case study

1. Introduction
Nowadays, the internet has been globally used for several purposes such as commercial
business, education, and social relationship. The internet has also reshaped the banking
industry around the world. Thus, the degree of customer satisfaction and customer
loyalty to a specific bank has been a major concern for many Egyptian banks. In the
past, clients used to face long queues when they go to banks, where they had to spend
too much of their working time waiting for their turn (Abd El Aziz, 2012). Often, banks
in Egypt are not open in the afternoons or in vacations. Like most service providers, The TQM Journal
Vol. 25 No. 5, 2013
banks have realized the importance of investing in technology, to control cost, attract pp. 557-576
r Emerald Group Publishing Limited
customers, and fulfill customers’ needs for convenience and technical innovation 1754-2731
(Pyun et al., 2002; Abd El-Aziz, 2009; Chofa et al., 2012). DOI 10.1108/TQM-11-2012-0086
TQM Launching a web site will extend a bank’s working hours by making cash and some
25,5 other banking services available all times. As a result, the use of web sites has been
growing substantially over the past decade in Egypt, as is the case all over the world.
The Egyptian banking and financial sector has also welcomed this change. Today,
more and more Egyptian banks are trying to differentiate themselves in a severely
competitive industry. Not only this helps them align their offerings to the constantly
558 evolving customer needs and developments in technology, it also serves to replace
some of traditional bank functions, thereby reducing significant overheads associated
with bank branches.
Although literature is rich with studies about online service quality dimensions,
they are mostly addressing it in a western context and not in Egypt. Accordingly, the
main subject of the research will be to study the e-service quality dimensions in the
Egyptian banking web sites and how these dimensions are viewed and ranked by
different e-banking stakeholders.
The main subject of the research is to understand the different e-service quality
dimensions used by decision makers with regards to bank’s web sites in the Egyptian
context and whether these dimensions are considered appropriate from both the bank’s
perspective and the user’s perspective. The variety of perspectives and the shifting
patterns of business and technology make this subject suitable for analysis.
The contribution to knowledge in this paper will come from an investigation and an
analysis of the problem and its application in the Egyptian context.
Egypt in particular has a great potential to benefit from the e-banking services;
especially due to its high population and the expansion in the banking industry.
Although banks in Egypt have already started to provide e-banking services, they seem
to have overlooked the e-banking service quality, where banks prefer making e-banking
services available to maintain their web presence regardless of the quality dimensions.

2. Electronic service quality

Most researchers have indicated that service quality is an important tool to measure
customer satisfaction (Abdul Kadir, 2011). Service quality has a clear positive influence
on the financial performance and has a significant impact on customer satisfaction
(Ming, 2003) and even on the company’s financial performance (Ashiqullah, 2006).
Accordingly, in order to satisfy and retain customers in the e-commerce environment,
the financial sector must shift the focus to e-service quality. As a result, banks have
started to compete in expanding their branch networks and providing a variety of
delivery channels such as call centers, internet banking, mobile banking, and ATMs.
Service quality is the difference between customer expectations of service and
perceived service. In 1985, Parasuraman et al., have identified ten main determinants
of service quality: tangibles, reliability, responsiveness, communication, access,
competence, courtesy, credibility, security, and understanding/knowledge of customers.
Three years later, Parasuraman et al. (1988) have filtered their previously identified ten
dimensions and proposed the following service quality dimensions: tangibles, reliability,
responsiveness, assurance, and empathy.
Electronic service is increasingly important not only in determining the success or
failure of electronic commerce (Yang and Lily, 2001), but also in providing consumers
with a superior experience with respect to the interactive flow of information, and
thus revolutionizing the way business is conducted (Kumbhar, 2011). E-service quality
has been receiving researchers attention, where in 2003, Santos proposed ease of
use, appearance, linkage, structure, content, efficiency, reliability, communication,
security, incentive, and customer support as the e-service quality dimensions. E-service E-banking
quality is considered an essential aspect of measuring customer satisfaction service quality
(Parasuraman et al., 2005; Loiacono et al., 2000; Yoo and Donthu, 2001; Abdullah,
2005; Zeithaml, 2000; Nadiri et al., 2009, etc.).
With the increase of e-service adoption in business field, the importance of
measuring e-service quality has been recognized, and e-service quality is considered a
hot topic to research. Some academic studies have already been conducted to develop 559
e-service quality measurement. From the existing literature, it is evident that these
studies have been conducted mainly in the areas of online retailing service, online
shopping web site quality, and e-service quality in general. Although there are some
studies on e-banking service such as the study by Sohn and Tadisina in 2008, however,
these studies are limited in number and did not study all contexts.
After reviewing Parasuraman studies, we discover that his dimensions are not
necessarily comprehensive enough to be applied on the e-banking industry. Thus an
extensive review of literature was needed in order to clearly define which of these
dimensions specifically suits the banks industry. The most experienced and successful
e-commerce companies are beginning to realize that key determinants of success or
failure are not merely web presence or low price but delivering high e-service quality.
Accordingly, Parasuraman et al. (2005) have developed two sets of scales for measuring
electronic service quality, namely the E-Core Service Quality Scale (E-S-QUAL) and the
E-Recovery Quality Scale (E-RecS-QUAL). E-S-QUAL consists of 22 items to measure
efficiency, system availability, fulfillment, and privacy. On the other hand, E-RecS-QUAL
consists of 11 items to measure responsiveness, compensation, and contact.

3. Service quality in financial services

Service quality was found to be one of the most effective means of establishing a
competitive position and improving profit performance (Lewis, 1993). Although banks
focus on service quality as an input to customer satisfaction for long-term benefits and
business success, they have realized the importance of service quality in order to survive
in today’s global and highly competitive environment (El Essawi and Abd El Aziz, 2012).
The financial sector is becoming more conscious about the performance evaluation
regarding quality of products/services according to customers’ expectations, as there is
a positive correlation between financial performance and customer service quality scores.
Customer satisfaction plays an inter-mediator role in the relationship between service
quality and financial performance of the banks (Ahmad et al., 2010). While more and more
transactions are made online, online financial service customers’ intention toward
continuous adoption is especially worthy of attention and studying (Pi et al., 2012).
The relationships between efficiency, financial performance, and customer service
quality among a representative cross-section of Australian banks and credit unions
and the correlation between these categories of measures have been empirically
studied by Duncan and Elliott (2004). Results show that financial performance
measures (interest margin, expense/income, return on assets, and capital adequacy) are
positively correlated with customer service quality.
To establish a competitive position, banks must measure and determine their
level of service quality, if they desire to keep their customers and satisfy their needs
(Hall, 1995; Saha and Nesa, 2011). The higher the service quality the more satisfied
and loyal customers would be (Petruzzellis et al., 2006). In particular, banks have realized
the strategic importance of customer value and seem to be continuously seeking
innovative ways to enhance customer relationships (El Essawi and Abd El Aziz, 2012).
TQM The American Bankers Association (1994) reported that during the past decade
25,5 banks have seen their customer base decline. Efforts to reduce this decline are to
implement good customer service because it has been shown that researching
customer expectations and determining customer desires is vital. Studies have shown
that developing programs that revolve around customer expectations is necessary in
the implementation of a successful customer relations atmosphere (Zeithaml et al.,
560 1990). This directly relates to the implementation of a successful customer satisfaction
program that measures and delivers goods and services.
Moreover, a number of researchers (Sobhy, 2013; Soteriou and Stavrinides, 1997)
have stated that service quality is the most significant predictor of banking service
customer satisfaction. This suggests that management should ensure that the banking
environment concentrate on fair and prompt service to their customers. It is simply a
primary means of providing a competitive advantage to banks.
In 1994, Morrall has studied four US banks, where it was found that the
implementation of service quality at gave them a substantial advantage over their
competitors. Once banks implemented service quality, their profitability was also
noticeably improved (Morrall, 1994). Another study measuring service quality of
Private Commercial Banks (PCB) in Bangladesh mainly studied client expectations
and perception regarding bank services based on a number of identified dimensions.
The study revealed that PCBs may attempt to reshuffle their service delivery system to
enhance the SERVQUAL items.

4. E-banking service quality and customer satisfaction

Customer satisfaction is a term that can be related to both goods and services. It is a
personal assessment that is greatly affected by customer expectations. It is a key
success factor that any business should not overlook (Molla and Licker, 2001; Ho and
Wu, 1999). On the other hand, service quality is considered an important factor that
affects customer satisfaction (Caruana, 2002; Cronin and Taylor, 1992), which in turn
is a pre-requisite to service quality. This highlights the importance of assessing the
quality of service in order to increase customer satisfaction. This is particularly
important because customers are becoming more powerful and can easily shift from a
service provider to another if their needs were not well addressed.
One of the key challenges of the internet as a service delivery channel is how
they manage e-service quality which holds a significant importance to customer
satisfaction (Ho and Wu, 1999). In an e-commerce environment, internet companies
need to understand how to satisfy their customers in order to sustain the growth and
market share. It is obvious that customer satisfaction surveys have become common in
many financial institutions. Thus, a fundamental understanding of factors that affect
web-customer satisfaction has been emphasized by the increasing demand for the long
term profitability of dotcom companies and traditional companies that are net-enabled
(Pathher et al., 2003).
In 2001, Jun and Cai have proposed seven dimensions to improve the e-banking
service quality which in turn affects customer satisfaction. These dimensions are
web site designs, information, and ease of use, access, courtesy, responsiveness, and
reliability. In 2008, Geetika and Ashwini have stated that consumers gave the highest
weight to the quality of service when selecting a particular bank. In the same year,
another study by Jham and Khan (2008) about banking has showed that the main
factors that affect customer satisfaction were traditional (basic) facilities, convenience,
behavior of employees, and the environment of bank. Furthermore, Sohn and Tadisina
in their empirical study on online financial institutions have put forward six E-banking
dimensions to assess e-service quality. These dimensions are trust, speed of delivery, service quality
reliability, ease of use, customized communication, web site content, and functionality
(Sohn and Tadisina, 2008).
Finally, although, academics and practitioners tend to use the terms service quality
and customer satisfaction inter changeably, they seem to agree that customer satisfaction
is a short-term transaction and a specific measure, whereas service quality is an attitude 561
formed by a long term overall evaluation of performance (Hoffman and Bateson, 1997).
After reviewing the previous studies about service quality in this section, this could
be considered a sound theoretical base for the present research and for identifying
major common attributes of service quality (see Appendix 1). These service quality
attributes are:
(1) usability reflects the ease of navigation in which the site contains functions
that help customers find what they need and allows them to move easily and
quickly through the pages;
(2) reliability refers to the ability to perform the promised service reliably and
accurately;
(3) responsiveness refers to the willingness to help customers and provide prompt
service;
(4) privacy refers to degree to which customers believe the site is safe from
intrusion and personal information is protected;
(5) incentive indicates encouraging consumers to browse and use the web site by
rewarding them;
(6) fulfillment includes accuracy of service promises, having products in stock and
delivering the product within the promised time;
(7) efficiency refers to the ability of the customer to get to the web site, find their
desired product and information associated with it and to check it out with
minimal effort;
(8) assurance refers to the knowledge and courtesy of employees and their ability
to inspire customers’ trust and confidence; and
(9) empathy refers to the caring and individualized attention the firm provides to
its customers.

5. E-banking service in Egypt

Although banks in Egypt have started to realize the importance of online banking and
already provide e-banking services for their customers, they seem to have overlooked
the importance of e-banking service quality. Most banks prefer making e-banking
available and are making clear attempts to maintain their web presence. However,
there are still some barriers that prevents e-banking from dominating the industry.
The Egyptian banking system as the case with most emerging markets has a
number of limitations. One of the major weaknesses was the poor quality of e-banking
services, which caused customers’ reluctance to use them. This may be because,
although e-banking services are provided and made available, they are not reliable,
responsive, easy to use, nor is the performance satisfactory. This may be the reason
why internet users in Egypt are infrequent e-banking users (Abd El-Aziz, 2009).
TQM For Egypt e-commerce to represent an opportunity to keep pace with the developed
25,5 world and to leverage its developmental plans; there are a number of developments
that need to take place to transform the quality challenges into opportunities in order
to avoid the creation of gaps within the community and also to be able to realize the
critical mass required for a successful e-commerce community. These challenges
should be considered for both individual users and corporate users too.
562
6. Research design
The research at hand uses the case study strategy; especially because it is preferred
when “how” or “why” questions are posed (Yin, 1994). Public and private banks in Egypt
are studied, and decision makers interviewed in order to understand how do they view
and rank the different e-banking quality dimensions. Using case studies allows
researchers to investigate a few numbers of cases, with many different variables. A case
study is a strategy that provides detailed knowledge and a realistic description of the
problem, and is used when investigating contemporary events and behaviors cannot be
manipulated. This would make it possible to detect similarities and/or differences
regarding the e-banking quality dimensions used in Egypt. However, case studies make
it difficult to generalize from the conclusions that are drawn.
On the other hand, a survey allows researchers to collect large amounts of data from
a large sample of population in a highly economical way and is normally used when the
research goal is to describe the dominance of a phenomenon, which is partially what
this study aims to achieve. Accordingly, a large customers’ base was surveyed in
order to understand how do they perceive and rank the different e-banking quality
dimensions in the Egyptian context.
Consequently, using both research strategies; a case study and a survey would be an
ideal vehicle to address the research problem and mixing them could be suitable for a
thorough stakeholder analysis.
The study is about “Bank A,” which is the largest and most successful international
bank in the region. It is very committed to emerging markets and expanding its
presence in emerging markets across the globe. Egypt is offering tremendous
opportunity as it has a young, fast-expanding population. Bank A in Egypt is
reshaping its business models to focus on the right to win so the strategy focusses on
organic growth within an expanding demographic currently under-banked and
building on connectivity and scale in its businesses which are tailored to each country
in the region. Consequently, it will continue to develop its branches and range of
services in Egypt and the region.

6.1 Interview
As part from the research design, semi-structured face-to-face interviews were selected
because they enable collecting straightforward data and allow the researcher to obtain
hidden and implicit information; especially those related to more complex feelings and
attitudes (Kulic, 2005). Interviews are normally flexible and adaptable in nature, where
the order of questions can be changed depending on the direction of the interview.
They also ensure that the responses are properly understood by interviewees even if
the researcher had to rephrase the questions.

6.2 Questionnaire
In order to supplement the interview results and the hypotheses testing, structured
questionnaires were distributed, collected, and analyzed to save both time and cost,
and yet target a large amount of respondents in an easy and a quick way. The E-banking
questionnaire form was slightly adjusted to ensure that it captures the essence of the service quality
internet banking web sites; especially because most of the e-service quality studies
were mainly concerned with e-retailing rather than online banking services.
As part of a wider investigation for assessing and exploring the relationship between
e-service quality and customer satisfaction in Egypt, thus a questionnaire was used to
investigate how users rank e-banking quality dimensions in terms of their importance 563
and whether users’ ranking of e-banking quality dimensions affects their satisfaction of
the service. The questionnaire was designed to survey web site users and their
satisfaction with regards to web sites dimensions (see Appendix 2). An extensive review
of literature helped identify the most important factors that affect e-banking quality of
service that lead to better quality of life (Figure 1).
Accordingly, the author visited some of banks in Alexandria to the following
dimensions: usability, reliability, responsiveness, privacy/security, incentive,
fulfillment, efficiency, assurance, and empathy.
The questionnaire was designed in English and translated into Arabic. The survey
was administered in Alexandria between September 2011 and October 2011, when 300
respondents from Alexandria were randomly chosen for the survey 133 valid
questionnaires were returned. Questionnaire forms were distributed in both languages
and collected in person and electronically, according to respondents’ preferences.
The questionnaire contained 52 variables arranged in five sections:
(1) general questions (Q1-3): general questions about web site usage;
(2) web site usage pattern (Q4-6): web site usage patterns in more detail;
(3) web site dimensions (Q7-44): web site dimensions;
(4) web site usage pattern (Q45): how respondents view and rank the web site
dimensions of their main e-bank account; and
(5) personal details (Q46-52): respondents’ personal information.
6.3 Statistical analysis
For further analysis of the findings, reported below, statistical tests have been applied
to assess whether the distributions of results differ significantly from findings which
might have arisen by chance. For this purpose, nine null hypotheses have been
formulated, which are shown in Table I, together with the items in the questionnaire to
which they relate. SPSS was used to code the data and perform most of the analysis.
Some supplementary hand calculation was done.
6.3.1 Frequencies. For the questionnaire, the questions and simple frequencies were
derived. These are reported below.
General questions (Q1-6):
. 86.5 percent has bank account, while the remainder does not;
. 65.8 percent have e-banking accounts, while 34.2 percent do not have e-banking
accounts;

Customers’ ESQ Customers’

dimensions ranking Perception of ESQ New Proposed
ESQ Model of ESQ
Dimensions Dimensions Figure 1.
Decision Maker’ s
Currently
ESQ dimensions
Decision Maker’ s E-banking service
ESQ Dimensions
ranking Provision
quality framework
TQM H1 There is no significant difference between e-banking service quality dimensions
25,5 in Egypt with respect to usability
H2 There is no significant difference between e-banking service quality dimensions
in Egypt with respect to reliability.
H3 There is no significant difference between e-banking service quality dimensions
in Egypt with respect to responsiveness.
H4 There is no significant difference between e-banking service quality dimensions
564 in Egypt with respect to privacy
H5 There is no significant difference between e-banking service quality dimensions
in Egypt with respect to incentives
H6 There is no significant difference between e-banking service quality dimensions
in Egypt with respect to fulfillment
H7 There is no significant difference between e-banking service quality dimensions
in Egypt with respect to efficiency
H8 There is no significant difference between e-banking service quality dimensions
in Egypt with respect to assurance
Table I. H9 There is no significant difference between e-banking service quality dimensions
Hypotheses in Egypt with respect to empathy

. 96 percent use e-banking services while the rest do not use;

. 34.7 percent use e-banking between one and two years while 33.3 percent and
use between two and five years;
. 40.3 percent those who frequently use e-banking a few times a month, 9.7 percent
are infrequent users who use e-banking only a few times per year, while 13
percent use e-banking daily; and
. 55.6 percent those who most frequently use e-banking at any time, regardless of
the bank working hours, while 22.2 percent use them after banking hours and at
weekends, 8.3 percent use them after banking hours but not at weekends, and
13.9 percent use e-banking only during working hours.

Personal details (Q48-52)

. 45.9 percent are males while 54.1 percent are females;
. 58.6 percent are single, 15.8 percent married with no children, and 25.6 percent
married with children;
. 31.6 percent were o25 years old, 64.7 percent from 25 to o40. 3 percent between
40 and o60, and 0.8 percent 60 or over;
. 8 percent have an income less than L.E. 500, 17.4 percent have between L.E. 500 and
LE. 2,000, 39.4 percent have between L.E. 2,000 and 5,000, and 33.3 percent have
between L.E. 5,000 and 15,000, and 6.8 percent have more than 15,000 or more;
. 54.1 percent were postgraduates, 43.6 percent had graduated, 1.5 percent was
average qualification, and 0.8 percent was no qualification; and
. 12.8 percent were manager, 3.8 percent business man, 57.9 percent were professional,
15 percent were clerks, 8.3 were student, and 2.3 percent were unemployed.

Ranking dimensions from customer. After analyzing the ranking of each dimension, it
was noted that customers realize the importance of almost all the dimensions, however,
they were ranked differently based on their importance level. Privacy was regarded as E-banking
essential; where 91.7 percent of respondents ranked it as the most important service quality
dimension, followed reliability with 65.4 percent. Also, the fulfillment and usability
dimensions are considered very important with 55.6 and 52.6 percent, respectively.
Regarding assurance and responsiveness dimensions, 44.4 and 38.3 percent stated that
they are very important, respectively. Efficiency was regarded important by 34.6
percent and empathy was weighted important by 22.6 percent. Finally, incentive was 565
considered to be the least important dimension with only 10.5 percent of respondents
regarding it an important dimension.
6.3.2 Testing hypotheses. The first table displays the hypotheses and the questions
of quality dimensions. The second one shows the test results of these hypotheses using
the w2 (Table II).
For the above findings, significant difference was found, enabling the rejection of the
null hypothesis, which reveals the relative importance of accomplishing the required
services via the banking web site and proves its relationship with the service quality
for all dimensions except the empathy, where we fail to reject the null hypothesis. This
simply reveals that empathy, though a favorable service quality dimension; its
relationship with customers’ perception of service quality could not be proved.
Therefore, we can conclude that user friendliness, reliability, responsiveness,
privacy, incentives, fulfillment, efficiency, and assurance are all considered important
factors for e-banking users in Egypt. However, empathy, though a preferable factor, is
not considered crucial to e-banking users in Egypt.
6.3.3 Regression analysis. Regression tests shown in equation: Y ¼a þ bx, where Y
is the dependent variable (service quality), a is the Y intercept, that is the value of
Y when x ¼ 0, b is the regression coefficient which indicates the amount of change in Y
given a unit change in x, and finally x is the value for the independent variables
(nine dimensions). The results were as follows (Table III).
The above results illustrate the impact of the nine dimensions on the e-banking
service quality. An increase in usability and privacy, respectively, will cause a clear
increase in the e-banking service quality by 0.985-0.500. This shows and highlights the
importance of these two dimensions in particular; as they are found to have the highest
impact on e-banking service quality in Egypt. Although, reliability, responsiveness,
incentives, fulfillment, efficiency, and assurance will cause a direct increase in the
e-banking service quality, their effect seems rather low; with a caused increase of o0.1.
This is interesting because a number of studies (Jun and Cai, 2001; Sohn and Tadisina,
2008) have proved the direct relationship between those dimensions and e-banking
service quality.

Dimensions Questions w2 df Significance

H1 Usability Q7-Q12 68.056 1 0.000

H2 Reliability Q13-Q16 105.840 2 0.000
H3 Responsiveness Q17-Q23 77.583 2 0.000
H4 Privacy Q24-Q27 50.000 1 0.000
H5 Incentives Q28-Q30 41.281 2 0.000
H6 Fulfillment Q31-Q33 61.829 2 0.000
H7 Efficiency Q34-Q36 94.169 2 0.000 Table II.
H8 Assurance Q37-Q40 81.333 2 0.000 Testing hypotheses
H9 Empathy Q41-Q43 5.676 2 0.0059 using w2
TQM Dependent (Y-intercept) Independent (x-intercept) Coefficients (Y ¼a þ bx)
25,5
E-banking service quality Usability Y ¼ 8.004 þ 0.985x
Reliability Y ¼ 0.898 þ 0.036x
Responsiveness Y ¼ 0.833 þ 0.034x
Privacy Y ¼ 7.881 þ 0.500x
566 Incentives Y ¼ 0.338 þ 0.013x
Fulfillment Y ¼ 0.484 þ 0.018x
Efficiency Y ¼ 1.372 þ 0.075x
Table III. Assurance Y ¼ 0.689 þ 0.026x
Regression analysis Empathy Y ¼ 0.586 þ (0.015x)

6.4 Interview analysis

In order to gain better understanding of the relationship between service quality
and internet banking, a qualitative approach was appropriate for the study at hand,
where a semi-structured interview was conducted with key decision maker at Bank
“A.” This enabled gaining a deeper and detail understanding of the research topic and
supporting the findings of the quantitative approach.
6.4.1 Interview. The head of the retail banking and wealth management has been
interviewed, in order to investigate how do decision makers in banks perceive and provide
e-banking service quality dimensions to individual bank clients. When asked about
whether individual bank clients are satisfied with the quality of service provided, he
stated that they are highly satisfied; as they can access their account through the bank’s
web site anytime and from anywhere. He was confident because the number of clients
that go to the bank physical premises is few and they mainly go to open a new account.
He described the bank’s customers are well educated, in the age group between 25 and
40 years old, and are technology oriented. He believes that the bank’s web site provides
clients with a convenient, time saving, and a low-cost service. He also stated that
customers’ complaints regarding the e-banking service is very rare, and are mainly
related to their internet connection rather than the unavailability of the bank’s web site.
The interviewee stated that customers should pay the bank a visit to create an
account at the bank, after which they should create their online account. Accordingly,
an employee discusses the steps of creating and using the online account, print these
steps or show a demo of the system on a Client PC inside the bank. Although the
interviewee seemed convinced that e-banking should be the upcoming trend, he
believes that online banking may not dominate the banking industry in Egypt because
of the culture and the high number of illiterate people. He even said that it might only
work well with “elite” customers.
When asked to rank the e-banking service quality dimensions, the interviewee stated
that the most important dimension is the reliability, where information should be accurate
and updated for serving the customer purpose followed by responsiveness. Privacy was
rated number three in the interviewee’s list. He also emphasized that customers feel secure
using the web site because every time users log in they are required to enter three different
characters from their password, rather than the whole password.
The interviewee then mentioned fulfillment as the fourth dimension in terms of
importance; and stated that the bank’s web site already offers updated products and
services that meet customer expectations. Efficiency was the fifth dimension in his list,
and regarding this dimension, he believes is well taken care of; as customers can pay
bills or transferring money with no cost, minimal time and effort. The web site E-banking
structure, and ease of use, usability, was then ranked number six in the list. service quality
The incentives dimension was ranked number seven in the bank’s priority. The
interviewee stated that the bank provides 25 percent discount off as a reward
(incentive) for using the online services. Assurance, which reflects the customers trust
and confidence in the bank’s web site, seems to be less important, being ranked number
eight. Finally, empathy was considered the least important dimension nine. Regarding 567
this aspect, the interviewee stated that the bank makes customer analysis to send
customers the offers that are more relevant to them.
Generally, the interviewee believes that the bank is a successful bank worldwide
and in Egypt. It provides high quality e-banking services to its customers, eliminating
delays by directly dealing with the system. He thinks that this becomes even more
important during the country’s instability; where most of the customers may shift to
the online services in an attempt to avoid physical danger.

7. Conclusion
The nature of banking services encourages customers to demand the highest possible
quality. In order to achieve this, it is essential to be very close to customers to capture
information on customer current and future needs, expectations and perceptions. The
main objective of this study was to examine the different perspectives of e-banking
service quality through surveying the bank clients using a structured questionnaire
and interviewing the decision maker representative in order to get the broader picture.
The triangulation of data has enabled the authors to figure out how e-banking
customers and providers view and rank the e-service quality dimensions in the bank.
Based on the literature and framework, the results of this study indicated that
service quality is an important antecedent of customer satisfaction. Nine dimensions of
service quality have significant influence on customer satisfaction. These dimensions
include usability, reliability, responsiveness, privacy, incentives, fulfillment, efficiency,
assurance, and empathy. Moreover, our findings show that service quality is an
important antecedent of customer satisfaction. This finding reinforces the need for
banks managers to place an emphasis on the nine dimensions of service quality.
Also, it is apparent from the present study that managers and decision makers in
the bank seek and improve the elements of e-service quality that make the most
significant contributions on customer satisfaction. In making such an assessment,
managers should examine customers responses to the nine dimensions of service
quality used in this study. From a managerial point of view, it can be concluded that
service quality is indeed an important antecedent to customer satisfaction. It should be
noted that the high relative weights of the different service dimensions do not mean
that customers are satisfied – on the contrary, it could be argued that there is still room
for improvements in that area to further improve the perceived service quality.
The importance of our findings for managerial decision-making processes is
evident. Banks managers seeking to improve their customers’ satisfaction levels, in
their effort to increase loyalty, retention rates and attract new customers, may benefit
by information about the effect of individual dimensions of service quality on customer
satisfaction. From these conclusions, bank managers should focus on high-quality
services, and improve service quality effectively.
Finally, although this study provides a roadmap for banks in the Egyptian context,
it was only limited to the bank “A.” It would be interesting and more reliable to conduct
such investigation on other banks whether private or public. A comparative study
TQM between public and private sector banks may also be useful. The research studied the
25,5 e-banking service quality only; testing these dimensions on other industries might also
be interesting and challenging.

Implications to bank managers

This paper presents directions for future studies by linking the academic research with
568 one of the most important industries in any nation, namely E-banking. The paper also
reports the views of both the bank decision makers and bank clients regarding the
quality of e-banking service.
The proposed e-banking service quality scale presented in the paper proposes a
framework of e-service quality and its key determinants. It can help banks better
understand their clients’ perception and ranking of e-banking main criteria in order to
satisfy customers, and thus gain customers loyalty and in turn profitability.
The study at hand suggests that decision makers in banks should focus on the main
criteria from the clients’ point of view, which was found to be different from that of the
providers’. Thus, although e-banking providers rank web site usability the sixth,
clients viewed it as much more important placing it in the third rank. Empathy was
found to be the least important criterion from both sides which conveys a clear
message that there is a lack of awareness regarding what can e-banking web sites
provide. Therefore, the bank must look into upgrading the proficiency of their self-
service terminals. Also due to the emergence of IT, empathy has lost its importance as
a measurement for customer satisfaction.
Generally, banks in Egypt should concentrate on usability, reliability, responsiveness,
privacy, incentives, fulfillment, efficiency, and assurance in order to achieve e-banking
service quality in Egypt. Managers in the banking sector are required to allocate their
resources toward the dimensions according to their relative importance to improve the
overall perceived service quality in the banking sector. In this way, bank managers may
assess the bank’s strength and weakness relative to its competitors.

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 25,5

572
TQM

Table AI.
Matrix of e-service
quality dimensions
Similar
Dimensions Authors dimensions Authors

Web site designs Dabholkar (1996), Jun and Cai (2001), Yang Aesthetic Design Yoo and Donthu (2001), Cox and Dale (2001), Kim and Stoel
(2001), Wolfinbarger and Gilly (2002, 2003), Web site (2004), Santos (2003), Madu and Madu (2002), Santos (2003),
Appendix 1

Loiacono et al. (2002), Yang and Jun (2002), Appearance Yang et al. (2003, 2004), Kim et al. (2006), Fassnacht and Koese
Field et al. (2004), Yang and Fang (2004), Web Appearance (2006), Sohn and Tadisina (2008), Santos (2003), Sohn and
Gounaris et al. (2005), Lee and Lin (2005), Appearance Tadisina (2008), Fassnacht and Koese (2006), Dabholkar (1996),
Cristobal et al. (2007) Features Kim and Stoel (2004), Dabholkar (1996), Yoo and Douthu (2001),
Structure Jun and Cai (2001), Yang et al. (2003, 2004), Fassnacht and Koese
Aesthetics (2006), Sohn and Tadisina (2008), Cox and Dale (2001), Jun and
Graphic Style Cai (2001), Yang and Jun (2002), Yang and Fang (2004)
Graphic Quality
Web site Content
Content
Functionality
Layout
Enjoyment
Entertainment
Ease of use
Convenience
Accessibility
Access
Reliability Dabholkar (1996), Zeithaml (2000), Jun and Cai Understanding Cox and Dale (2001), Parasuraman et al. (2005), Kim et al. (2006),
(2001), Wolfinbarger and Gilly (2002, 2003), and Availability Jun and Cai (2001), Yang (2001), Loiacono et al. (2002), Surjadaja
Zeithaml et al. (2002), Madu and Madu (2002), Availability et al. (2003), Kim and Stoel (2004), Yang and Fang (2004),
Yang and Jun (2002), Surjadaja et al. (2003), System Gounaris et al. (2005), Kim et al. (2006), Fassnacht and Koese
Santos (2003), Yang et al. (2003, 2004), Field et al. Availability (2006), Cox and Dale (2001), Yang et al. (2003), Yang and Fang
(2004), Yang and Fang (2004), Lee and Lin (2005), Information (2004)
Fassnacht and Koese (2006), Sohn and Tadisina Credibility
(2008)
Fulfillment Zeithaml (2000), Parasuraman et al. (2005), Kim Delivery Dabholkar (1996), Surjadaja et al. (2003), Zeithaml et al. (2002)
et al. (2006)
Efficiency Zeithaml (2000), Parasuraman et al. (2005), Kim
et al. (2006)
(continued)
 Similar
Dimensions Authors dimensions Authors

Responsiveness Zeithaml (2000), Jun and Cai (2001), Madu and Speed of Delivery Sohn and Tadisina (2008), Yoo and Donthu (2001), Loiacono
Madu (2002), Yang and Jun (2002), Surjadaja Processing speed et al. (2002), Cox and Dale (2001), Zeithaml et al. (2002), Santos
et al. (2003), Yang et al. (2003, 2004), Kim and Response Time (2003), Yang et al. (2003), Yang and Fang (2004), Loiacono et al.
Stoel (2004), Yang and Fang (2004), Gounaris Communication (2002), Yang et al. (2003), Surjadaja et al. (2003), Zeithaml (2000),
et al. (2005), Parasuraman et al. (2005), Lee and Integrated Kim et al. (2006), Wolfinbarger and Gilly (2002, 2003), Field et al.
Lin (2005), Kim et al. (2006) communication (2004), Cristobal et al. (2007), Santos (2003)
Collaboration
Interactivity/
interaction
Contact
Customer Service
Customer support
Privacy Zeithaml (2000), Parasuraman et al. (2005), Kim Security Yoo and Donthu (2001), Yang (2001), Madu and Madu (2002),
et al. (2006) Credibility Yang and Jun (2002), Santos (2003), Yang et al. (2003, 2004), Field
System integrity et al. (2004), Cox and Dale (2001), Yang and Fang (2004),
Control Dabholkar (1996)
Customization Yang and Jun (2002), Surjadaja et al. (2003) Personalization Yang et al. (2003), Madu and Madu (2002), Sohn and Tadisina
Service (2008)
differentiation
Customized
communication
Empathy Madu and Madu (2002) Customized Sohn and Tadisina (2008), Santos (2003)
communication
Customer Support
Assurance Madu and Madu (2002) Trust Madu and Madu (2002), Loiacono et al. (2002), Gounaris
Credibility et al. (2005), Lee and Lin (2005), Sohn and Tadisina (2008), Cox
Courtesy and Dale (2001), Yang et al. (2003), Yang and Fang (2004), Jun
and Cai (2001), Yang et al. (2003), Yang and Fang (2004)
Compensation Zeithaml (2000) Incentive Santos (2003), Fassnacht and Koese (2006), Fassnacht and Koese
Functional Benefit (2006)
Emotional Benefit
E-banking
service quality

573

Table AI.
TQM Appendix 2
25,5
No. Question Possible answers

1 Do you have a bank account? (If No, go to question 44) Yes/No

2 Do you have e-banking account? (If No, go to question 44) Yes/No
574 3 Do you use e-banking services? (If No, go to question 44) Yes/No
4 How long have you been using e-banking? oa year/1 to 2/2 to 5/4than
5 years
5 How frequently do you use e-banking? Every day/Few times per
week/Few times per month/
Few times per year/-Never
6 When do you most frequently use e-banking? During bank working
hours/After bank working
hours but not at weekends/
After bank working hours
but not at weekends/Any
time
7 The website is clearly structured and traceable 1: Strongly agree/2: Agree/
3: I do not know
4: Disagree/5: Strongly
disagree
8 The website does not contain too many pop-ups and as 1
banner advertisements
9 The website is graphically appealing and attractive as 1
10 The website menu design is easy to understand as 1
11 The website is easy to use, login, and navigate as 1
12 The website functions properly as 1
13 The website is always available as 1
14 The website performance is satisfactory as 1
15 The website information is accurate as 1
16 The website information content is well organized and as 1
easy to understand
17 The website supports me and provides prompt services. as 1
18 The website solves problems promptly. as 1
19 The website performs the service right the first time. as 1
20 The website provides prompt responses and confirmation. as 1
21 The website enables login and out of the account quickly. as 1
22 The website help functions are sufficient. as 1
23 The website links functions and opens quickly. as 1
24 The website presents its security certificate and as 1
policy explicitly.
25 The website keeps my credit card information secure. as 1
26 The website does not share personal information with as 1
other sites.
27 The website gives me confidence when doing as 1
e-banking transactions.
28 The website encourages potential clients to open accounts as 1
in this bank
29 The website facilitates the procedures of opening an as 1
online account
30 The website provides an incentive to do more banking as 1
transactions
Table AII.
Questionnaire (continued)
No. Question Possible answers
E-banking
service quality
31 The website delivers the service within a suitable time. as 1
32 The website provides the offerings, it as 1
promises to deliver.
33 The website allows making banking transactions with as 1
minimum effort.
34 The website makes it easy to find what I need. as 1 575
35 The website offers banking products at a low cost. as 1
36 The website provides a variety of packages and offers as 1
that suits my needs.
37 The website enables me to get results quickly as 1
38 The website gives me confidence in the bank’s services. as 1
39 The website name is well-known and has as 1
a good reputation.
40 The website provides recommendations/suggestions as 1
based on my profile.
41 The website considers my preferences as 1
and constraints.
42 The website can be individually tailored. as 1
43 The overall service provided through the bank0 s as 1
website is good
44 I am satisfied with the website as 1
service quality
45 Rank website features 1: most imp.
yyyyyyy......9:
least imp.
45a User friendly 1/2/3/4/5/6/7/8/9
45b Reliable and available as 46a
45c Responds quickly and provides solutions as 46a
45d Safe and secure as 46a
45e Encourages and rewards users as 46a
45f Accomplishes required services as 46a
45g Utilizes effort, time and cost as 46a
45h Inspires trust and confidence as 46a
45i Individual attention as 46a
46 City Cairo/Alex/Other
47 Gender Male/Female
48 Age o25/25o40/40o60/60 and
above
49 Monthly income o500/500-2,000/2,000-
5,000/5,000 –15,000/
415,000
50 Level of education Post graduate/Graduate/
Average qual. No qual.
51 Marital status -Single
-Married with no children
Divorced/Wid. with no
children/
Married with children/
Divorced/Wid with
children/
52 Occupation Manager/Businessman/
Professional/Clerk/
Labourer/Student/
Unemployed Table AII.
TQM About the authors
Miran Ismail Hussien is currently an Associate Lecturer at the Arab Academy for Science
25,5 and Technology, Egypt. She has published academic papers in Journals and International
conferences. Miran Ismail Hussien is the corresponding author and can be contacted at:
miranismailecommerce@gmail.com
Dr Rasha Abd El Aziz is currently an Assistant Professor at the Arab Academy for Science
576 and Technology, Egypt. She has been awarded her PhD in 2009 from the University of the
West of England, Bristol, UK. She has published extensively in academic Journals and
International conferences. She has supervised and is currently supervising a number of PhD
students and master theses both in UK and Egypt.

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