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Dimensions of Technology Based Self Service

Banking Service Quality

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YMCAUST International Journal of Research Jan 2014 Vol.2 (I) ISSN: 2319-9377

DIMENSIONS OF TECHNOLOGY BASED SELF SERVICE

BANKING SERVICE QUALITY
Rajiv Sindwani Dr Manisha Goel
Assistant Professor Associate Professor
Department of Management Studies Department of Management Studies
YMCA University of Science and Technology, Faridabad YMCA University of Science & Technology, Faridabad
rajiv_sindwani@yahoo.co.in single_manisha@rediffmail.com

Abstract- This paper identifies the dimensions (key factors) of technology based self service banking (TBSSB) service quality,
proposes a TBSSBsqual scale to measure TBSSB service quality and presents a conceptual model of the same. TBSSB cover
services that customers use independently for banking without any interaction with bank employees. A structured questionnaire
was prepared by identifying and adapting attributes through a comprehensive literature review of automated service quality for
collecting data from sample of bank customers in India. The collected data from sample was divided into two sub-samples of equal
size. The TBSSB service quality dimensions are identified by conducting an exploratory factor analysis (EFA) on the half of the data
collected using SPSS 16.0 software. EFA identified four broad service quality dimensions of TBSSB as- Convenience, Reliability
and Security, Responsiveness and Personalization. Four factor structure of TBSSB service quality got confirmed by applying
confirmatory factor analysis (CFA) on the remaining half of the data collected using AMOS 20.0 software. The proposed four factor
model has also been empirically tested for uni-dimensionality, reliability, and validity. This study may help banks' management to
investigate the customers' quality perceptions about TBSSB services using TBSSBsqual scale, thereby helping banks to formulate
strategies to improve the quality of service and customer satisfaction. The study also makes contributions in the world of
academics, as it results in the development of a conceptual model for understanding the service quality of the TBSSB services

Key words: Technology based self service banking, exploratory factor analysis, confirmatory factor analysis, India

1. INTRODUCTION acceptance is increasing among Indian bank customers. This is

Banks are progressively persuading clients to utilize different
modes of self service banking. Banks are utilizing technology
for providing services through self administration mode using
different automated channels (ATM, Mobile, Internet, Tele
banking). The administration through these automated channels
is helpful to both the banks and their clients. For the banks, the
focal points are decrease in cost of transaction and lesser load on
branches. For the customers, self service banking provides
value to customers by providing anytime and anywhere
banking. Increasing customer expectations have forced all
major commercial banks, irrespective of the sectors (Public,
Private or Foreign National), to adopt the automated self service
banking (Joshua, 2009). Although these electronic delivery
channels were introduced by foreign banks and new private
banks in order to overcome their limitation of fewer branches,
with time the public sector banks are also aggressively investing
in these services (Joshua, 2009). As the products offered by the
bank are more or less identical in nature, banks are trying to have
edge over rivals on other parameters which may influence
customer satisfaction and loyalty. This is so because customer
satisfaction and loyalty has been shown to be of paramount
significance for an organization's performance in the long run
(Hallowell, 1996, Ganguli and Roy, 2011). This has resulted in
increasing number of banks using technology to deliver their
services to customers. With time automated banking services
also apparent from the reduction in transactions through
branches and the increase in the transactions through automated
self service modes in many of the banks.
Service quality has become a key area of interest to
practitioners, managers and researchers as it influences business
performances, profitability, customer satisfaction and loyalty
(Hallowell, 1996; Al-Hawari et al., 2005; Seth et al.,2006 etc.).
Investigations of banks' automated service quality are
necessary because of their strong impact on: attractiveness,
customer retention, positive word-of-mouth, and maximising
competitive advantages (Santos, 2003; Al-Hawari et al., 2005).
Most of the studies on technology based self service banking
quality covers only one of the automated banking channels. In
these studies service quality has been measured taking into
consideration particular channel like ATM banking, Internet
banking and tele-banking. As Customer may use more than one
automated banking channel, so limiting research to only one
channel will not give the overall representation of automated
self service banking service quality. Therefore, to get the
comprehensive picture, in the present study broad attributes
affecting technology based self service banking (TBSSB)
service quality is found from literature along with other
attributes. On the basis of these attributes, the study present a
conceptual model and proposes “TBSSBsqual” as a scale for
measuring the dimensions of automated self service banking

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YMCAUST International Journal of Research Jan 2014 Vol.2 (I)
service quality. The focus of this research will be on the service
quality of self service technologies that customers
independently use for banking without interaction with bank
employees.
The study will brought out some significant contributions for
banks and academic literature. This study may help to analyse
the quality perceptions about technology based self service
banking services and help banks devise strategies to improve the
quality of service processes through better design and
provisioning of services and thereby improving customer
satisfaction. As far as the academic contributions of the present
study are concerned, the study will lead to the development of a
framework for understanding the service quality of the
technology based self service banking, thereby extending the
knowledge base in the area of Self Service Technologies (SSTs).
The remainder of the paper is organized as follows: The first
sections present the literature review on service quality,
automated service quality and e-banking service quality. Next,
the paper discusses the research methodology used in the paper
as well as the survey instrument used for data collection. Finally,
results are presented along with Summary.
2. LITERATURE REVIEW
2.1 SERVICE QUALITY
Quality of services has been the focus of research primarily
during the last several years. With time various models have
been developed to explain the quality of services. In literature,
main conceptualizations of service quality are either based on
the disconfirmation between perception and expectation, or
performance only approach. Work of (Gronroos, 1984;
Parasuraman et al. 1985 and 1988) on service quality is based on
the disconfirmation between consumer expectations and
perceptions. Parasuraman et al. (1988) developed a multi-
dimensional service quality assessment instrument called
SERVQUAL containing 22 variables divided into five
dimensions and the service quality may be found as the
disconfirmation between the customers' perception (P) and
expectations (E) along these variables. This particular
SERVQUAL scale has been extensively used in a number of
studies covering different service settings. Cronin and Taylor
(1994) designed SERVPERF scale which is based on measuring
only perception/performance. Page and Spreng (2002) found
that performance-only measure is more reliable and stronger
indicator of service quality than expectations. A study done by
Lee et al. (2000) showed that perception/performance based
measures of service quality capture more of the variation in
service quality than do differences measure. So they advocated
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that the managers place more emphasis on performance
perceived by customers rather than the difference between
perceived performance and prior expectation. In addition to this,
the performance-based scale reduces the number of items to be
measured by half as compared to the disconfirmation scale.
2 . 2 T E C H N O L O G Y B A S E D S E RV I C E
QUALITY/E-SERVICE QUALITY
“Automated service quality” is defined as the customer's
overall evaluation of the services provided through electronic
channels, such as the internet, telephone and ATMs (Santos,
2003). Zeithaml (2002) defined it with specific reference to the
internet defining it as “the extent to which a web site facilitates
efficient and effective shopping, purchasing and delivery”.
Most of the literature on e-service focuses only on the service
quality of those services delivered through websites as seen in
the research by Parasuraman et al. (2005) and Zeithmal (2002).
Parasuraman et al. (2005) conducted a research on e-service
quality based on earlier research on traditional service quality
and developed an E-S-QUAL scale based on 7 dimensions.
They later extended their research and created another model
with 11 dimensions that are: Trustworthiness, quick response,
accessibility, flexibility, comfortable navigation, efficiency,
assurance, security, site design, price information and
customization. This scale was similar to SERVQUAL scale, but
it has new dimensions that related to online services. In this
model, reliability, responsiveness, assurance, access, assurance
and customization are also the quality dimensions of the
traditional SERVQUAL instrument but there are some new
dimension that related to technology such as comfortable
navigation, efficiency and design of the web pages.
2 . 3 E L E C T R O N I C B A N K I N G S E RV I C E
QUALITY
Joseph et al. (1999) investigated the role that technology plays
in Australian banking and its impact on the delivery of
perceived service quality. The authors identified the relevant
dimensions of service using the items generated from the focus
groups and these were then examined in more detail for
purposes of comparison between themselves and across
respondents. The six factors of e-banking service quality
identified were: convenience/accuracy; feedback/complaint
management; efficiency; queue management; accessibility and
customisation. Jun & Cai (2001) developed 17 dimensions of e-
banking service quality: product variety/diverse features,
reliability, responsiveness, competence, courtesy, credibility,
access, communication, understanding the customer,
collaboration, continuous improvement, content, accuracy, ease
YMCAUST International Journal of Research Jan 2014 Vol.2 (I)
of use, timeliness, aesthetics, and security. They suggest that
both e-banks and traditional banks offering e-banking services
should focus on responsiveness, reliability, and access
dimensions. Broderick & Vachirapornpuk (2002) constructed a
model of perceived service quality in Internet banking. They
identified the following five key elements that are regarded as
central influences on perceived service quality: customer
expectations of the service, the image and reputation of the
service organization, aspects of the service setting, the actual
service encounter, and customer participation. They further note
that among these elements, service setting and customer
participation have the most immediate impacts on service
evaluation. Al-Hawari et al. (2005) conducted study to
establish the critical determinants of automated service quality
by including attributes of three main banking services channel
(ATM, Telephone Banking and Internet Banking) along with
attributes corresponding to two additional dimensions of
Perceived Price and Core Service. The paper proposed a
conceptual model of automated banking services quality.
Mäenpää, (2006) based on open-ended exploratory interviews,
an extensive literature review, and quantitative analyses,
developed seven dimensions of Internet banking service
quality: convenience, security, status, auxiliary features,
personal finances, investment, and exploration. The researcher
further suggested that banks offering e-banking services need to
focus more on the growing consumer cluster of youngsters, who
are viewed as the prospects of tomorrow. Ombati et al. (2010)
established that there is a direct relationship between
technology and service quality in the banking industry. Auta
(2010) empirically examined the impact of e-banking in
Nigeria's economy. He explored the major factors responsible
for internet banking based on respondents' perception on
various e-banking applications. He provided a framework of the
factors which were taken to assess the e-banking perception.
Factor analysis results indicated that security, user friendly,
queue management, accessibility, time factor and fund transfer
are major factors. Out of total respondents' about 88% agreed
that e-banking is convenient and flexible way of banking and it
also has various transaction related benefits. Kumbhar (2011)
found service quality dimensions as System availability, e-
Fulfillment, accuracy, efficiency, security, responsiveness, ease
to use, convenience, cost effectiveness, problem handling,
compensation and contact. Ganguli and Roy (2011) conducted a
research on undergraduate students of a University in the
Massachusetts state of the USA and identified four generic
service quality dimensions in the technology-based banking
services – customer service, technology security and
information quality, technology convenience, and technology
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usage easiness and reliability.
A review of the literature uncovers that majority of the e-
banking service quality studies covers internet banking service
quality and does not include other important automated banking
service channels. So in the present study, broad attributes
affecting technology based self service banking (TBSSB)
service quality are found and considering those attributes a scale
for measuring the quality of automated self service banking
service is proposed.
3. OBJECTIVES OF THE STUDY
The objectives of this study are:
(1) To identify the broad dimensions of service quality in
technology based self service banking using exploratory factor
analysis (EFA).
(2) To confirm the factor structure of technology based self
service banking using confirmatory factor analysis (CFA).
4. METHODOLOGY
4.1 SCALE DEVELOPMENT
A quantitative study using a paper-based questionnaire was
conducted in order to identify the dimensions of TBSSB service
quality. The questionnaire was developed based on literature
review. The instrument consisted of 20 items (as shown in Table
1), which were identified and adapted through a comprehensive
review of various studies on automated service quality
including Joseph(1999); Joseph and stone(2003); Ibrahaim et
al. (2006); Doll and Torkzadeh(1988); Van Riel et al. (2001);
Yang et al. (2004); Ganguli and Roy(2011); Al-Hawari (2011);
Sahadev and Purani(2008); Meuter et al.(2000); Bauer et
al.(2004); Ho and Lin(2009); Narteh(2013); Sureshchandar et
al.(2002); Katono (2011); Yen and Lu (2008); Loonam and
O'Loughlin (2008); Coulter and Coulter (2002); Bitner et
al.(2000); Ribbink et al. (2004); Herington and Weaven (2007);
Kim and Lim(2001); Chen and Hitt(2002); Ribbink et al.
(2004); Parasuraman et al. (2005); Dabholkar and
Bagozzi(2002); Kumbhar (2010); Dilijonas et al.(2009) and
Parasuraman et al. (2000).
The items were measured using a five-point Likert scale,
ranging from 1 – strongly disagree to 5 – strongly agree. The
instrument also included questions related to customers'
demographics (gender, education, age, income etc.). Data were
collected using self-administered questionnaires from the
customers of different banks in Delhi, Faridabad, Gurgaon,
Noida and Panipat cities in India using convenience sample of
people from the general public.
YMCAUST International Journal of Research Jan 2014 Vol.2 (I) ISSN: 2319-9377

Table 1 : Attributes of TBSSB

5. DATA ANALYSIS AND RESULTS

The descriptive statistics of the 20 items of TBSSB is shown in

Table 3. Table displays the means and standard deviations of the
various variables used. The results point out moderate to high
mean values. The highest mean value is 4.19 (TBSSB services
are cost effective). For the purpose of analysis, Data sample of
414 was split into two sub-samples: sample 1 (n = 207) and
sample 2 (n = 207). Sample 1 is used for exploratory factor
analysis and sample 2 for confirmatory purpose. The
Exploratory factor analysis is used to identify the dimensions of
service quality for technology-based self service banking while
confirmatory factor analysis was used to confirm the factor
structure of service quality in technology based self service
banking.

5.1 EXPLORATORY FACTOR ANALYSIS (EFA)

Factor analysis (using SPSS principal components method)
applied to the captured responses corresponding to 20 attributes.
To determine the underlying structure, the correlation matrix
was initially examined to determine how appropriate it was for
factor analysis. The Kaiser-Meyer-Oklin (KMO) value was
0.860, which is higher than the recommended minimum of 0.6
indicating that the sample size was adequate for applying factor
analysis. In addition, the value of the test statistic for sphericity
on the basis of a chi-squared transformation of the determinant
of the correlation matrix was large. Bartlett's test of sphericity
was significant, supporting the factorability of the correlation
matrix and the associated significance level was extremely
small (0.000). For factor extraction, Principal Component
method was used, under the restriction that the eigen value of
each generated factor was more than one (Malhotra and Birks,
2007). Moreover only variables with loadings of at least 0.5
(Hair et al., 2006) were included in the analysis.
In the initial exploration, two variables ('TBSSB services
provides accurate records of all transactions that have taken
place' having loadings of <0.5) and ('TBSSB services are cost
effective' single item under a particular factor which does not
fulfil the minimum items requirements per factor (Costello and
Osborne, 2005) were deleted.
The remaining 18 variables yielded four factors structure. The
four factors satisfactory explained 70.346 percent of the
Only those customers were considered in the survey that are
variance. The extracted factors were then rotated using Varimax
above 18 years of age and use at least one of the modes of
rotation method. These rotated factors with their variable
electronic banking. In total 600 questionnaires were distributed,
constituents and factor loadings are given in table 4.
out of which 440 were returned. Of the 440 responses, 414 were
usable, resulting in response rate of 69 percent. Demographic
profile of the respondents is shown in Table 2.

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YMCAUST International Journal of Research Jan 2014 Vol.2 (I)
Table 2 : Profile of Respondents
Reliability of the factors was calculated using the Cronbach's
alpha and values are shown in table 4.
A Cronbach's alpha value of greater than or equal to 0.7 is
considered acceptable for the factor to be reliable (Hair et al.,
2006). In our case all the factors had satisfactory value of
Cronbach's alpha as shown in table 4. Taking into consideration
variables covered under various factors and relevant literature,
four factors are named as Convenience, Reliability and Security,
Responsiveness and Personalization. Six variables loaded on
factor 1 and were all related to “Convenience”. The second
factor had five variables which were all related to “Reliability
and Security”. Factor 3 had four variables which are related to
“RResponsiveness” and finally factor four had three items,
relall related with the “Personalization”.
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Table 3 : Descriptive Statistics
5.2 CONFIRMATORY FACTOR ANALYSIS
Four factors are indentified using EFA. Next objective was to
confirm the factor structure using sample 2. Structural equation
modelling (SEM) using AMOS 20.0 was used to perform the
confirmatory factor analysis. Confirmatory factor analysis
showed that the variables loaded as per the pattern found during
exploratory factor analysis. There are specific measures that can
be used test the model fit. As per Hair et al. (2010), using three
to four fit indices provides sufficient evidence of model fit. The
researcher needs to report at least one incremental index and one
absolute index, in addition to the chi-square value and the
associated degrees of freedom (df). So, reporting the chi-square
value and degrees of freedom, the Comparative Fit Index (CFI)
or Tucker-Lewis Index (TLI), and the Root Mean Square Error
of Approximation (RMSEA) will usually provide adequate
unique information to evaluate a model.
Table 5 shows the acceptable fit criteria and the TBSSB service
quality fit indices values. All of the statistical values of the final
measurement model indicated that the model fitted well in
representing the data.
YMCAUST International Journal of Research
Table 4 : Rotated Factor Matrix for TBSS
Jan 2014 Vol.2 (I) ISSN: 2319-9377
In addition, all the variables have a significant factor loading on
the related factors. Taken together, the fitness indices specify
that the measurement model fits the data very well. The
measurement model confirms the four-factor structure of the
service quality instrument in case of TBSSB.
Table 5 : Goodness of Fit Indices for the TBSSB
Service Quality Model
6. UNI-DIMENSIONALITY, RELIABILITY
A N D VA L I D I T Y O F T H E T B S S B
INSTRUMENT
6.1 UNI-DIMENSIONALITY
Uni-dimensionality should be always assessed first, prior to
examining reliability and validity. The dimensionality of the
model was tested during EFA by reviewing the loadings of the
factors. Each item had a significant loading on the intended
factors and no significant loading on another factor was found.
The scales were, therefore, found to be uni-dimensional (Hair et
al., 2010).
6.2 RELIABILITY
The reliability of the model was checked through Cronbach's
alpha (Hair et al., 2010). The Cronbach's alpha coefficient for all
the factors was found to be higher than the lower acceptability
limit of 0.7 (Hair et al., 2006). The reliability coefficient values
for the factors were as follows: Convenience (0.889), Reliability
and Security (0.919), Responsiveness (0.8) and Personalization
(0.875). The value of Cronbach's alpha for the TBSSB service
quality instrument was 0.896, showing that the instrument is
reliable. Moreover, Composite reliability (CR) and Average
Variance Extracted(AVE) of all the factors are higher than the
acceptable limit of 0.70 and 0.5 respectively (Fornell and
Larcker, 1981; Hair et al., 2010) as shown in table 5 , supporting
the reliability of the instrument.
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YMCAUST International Journal of Research
Table 6 : Reliability and Convergent Validity
6.3VALIDITY
Construct validity is the extent to which a set of measured
variables actually reflects the latent construct they are designed
to measure (Hair et al., 2010). Construct validity is established
in this study by establishing the face validity, convergent
validity and discriminant validity.
Face validity was established by taking the attributes (items) in
the study from the existing literature and adapting them.
Convergent validity defines the degree to which items of a
given construct measure the same latent construct (Fornell and
Larcker, 1981; Hair et al., 2010). Convergent validity was
assessed by examining the average variance extracted (AVE)
and factor loadings of the constructs as suggested by Fornell
and Larcker (1981). All the variables had significant factor
loadings onto the respective latent constructs. Moreover, the
average variance extracted (AVE) for each construct is greater
than 0.50 as shown in table 6, further supporting the convergent
validity of the constructs.
Discriminant validity according to Fornell and Larcker (1981)
is a measure of the extent to which latent factors are distinct, i.e.
they should not correlate so highly to seem to measure the same
underlying dimension (Siekpe, 2005). Fornell and Larcker
(1981) states that discriminant validity can be assessed by
comparing the average variance extracted (AVE) with the
corresponding inter-construct squared correlation estimates. In
the table 7, Diagonal elements in the correlation matrix of
constructs are the square root of the AVE values and off
diagonal elements represent inter-construct correlations. The
diagonal elements are greater than the off diagonal, supporting
the discriminant validity of the constructs.
Jan 2014 Vol.2 (I) ISSN: 2319-9377
Table 7 : Discriminant Validity
7. SUMMARY
This study has been conducted on 414 Indian retail banking
customers using structured questionnaire to explore the service
quality dimensions of technology based self service banking
(TBSSB), services which customers produce by themselves in
banking without interaction with bank employees. For
analysis, Data sample of 414 was split into equal sub-samples of
207 each. Sample 1 is used for exploratory factor analysis and
sample 2 for confirmatory factor analysis purpose with the help
of SPSS 16.0 and AMOS 20.0 software respectively. The
Exploratory factor analysis is used to identify the dimensions
of service quality for technology-based self service banking
while confirmatory factor analysis was used to confirm the
factor structure of service Quality in technology based self
service banking. Analysis revealed and confirmed four
dimensions of TBSSB service quality, including Convenience,
Reliability and Security, Responsiveness and Personalization.
The proposed four factor structure of TBSSB service quality
shows evidence of uni-dimensionality, reliability, face validity,
convergent validity and discriminant validity. Moreover,
various criteria indices for the TBSSB service quality model
have also been found to exceed the obligatory requirements. As
a result, TBSSB can be conceptualised as a model consisting of
four- factors.
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