TAILIEUCHUNG - Measuring Banks’ Automated Service Quality: A Confirmatory Factor Analysis Approach

Automated service quality has been recognised as the factor which determines the suc cess or failure of electronic commerce. Those models current ly available to measure automated service quality are limited in their focus, encompassing only one electronic channel – the internet – thereby ignoring attributes of the other automated service channels. | Marketing Bulletin 2005 16 Article 1 Measuring Banks Automated Service Quality A Confirmatory Factor Analysis Approach Mohammed Al-Hawari Nicole Hartley and Tony Ward Automated service quality has been recognised as the factor which determines the success or failure of electronic commerce. Those models currently available to measure automated service quality are limited in their focus encompassing only one electronic channel - the internet - thereby ignoring attributes of the other automated service channels. In relation to the banking sector research has identified that bank customers tend to use a combination of automated service channels. As such this research strives to develop a comprehensive model of banking automated service quality taking into consideration the unique attributes of each delivery channel and other dimensions that have a potential influence on quality issues. The proposed model has been empirically tested for unidimensionality reliability and validity using confirmatory factor analysis. Key words Automated Services Banks Quality ATM Internet banking Telephone banking Confirmatory Factor Analysis Introduction Numerous models have been developed to measure customer perceptions of service quality. Most of these models utilised face-to-face interaction between customers and the employees of service providers to conceptualise a service quality measurement models. However developments in information and communications technology have provided a platform by which companies can design develop and deliver services that can be perceived by cus tomers as superior Surjadjaja etal. 2003 . There are several competitive advantages associated with the adoption of technology in service organisations some of which include the creation of entry barriers enhancement of productivity and increase of revenue generation from new services Fitzsimmons Fitzsimmons 1997 . Service quality is one of the main factors that determines the success or failure of electronic .

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