Pensee Journal Vol 75, No.

12;Dec 2013
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Online Service Quality and Customers Satisfaction: A Case Study of
the selected Commercial Banks in Riyadh (Saudi Arabia)
Dr.Mohammad Almotairi
e!artment of "arketin# Colle#e of Business Administration
$in# Saud %niversity Riyadh Saudi Arabia
Soad A. Al-Meshal1
e!artment of "arketin# Colle#e of Business Administration
$in# Saud %niversity Riyadh Saudi Arabia
Aftab Alam
Corres!ondence& e!artment of "arketin#& Colle#e of Business Administration&
$in# Saud %niversity& '( O( Bo) *+++,& Riyadh ++,-*&
$in#dom of Saudi Arabia
"obile: . /00 ,1 20 1* 31+
4mail: aftabalam++56#mail(com
Abstract
Online bankin# is one of the key features of todays 7orld modern bankin# system( 8his system enhances the
!erformance of the bankin# industry and hel!s their customers in reducin# their transaction costs( 8his study
aims to investi#ate the relationshi! bet7een online bankin# services !rovided by different banks in Riyadh (Saudi
Arabia) namely9 Al: Ra;hi bank& <ational commercial bank and Riyadh bank: Riyadh(8he different dimensions such
as tan#ibles& reliability& res!onsiveness& and em!athy have been taken as determinants of customer satisfaction( 8hese
dimensions are based on the S4R=Q%A> model !ro!osed by ?an and Beak (5331)( 8he reliability and validity
of the dimensions have been investi#ated by Cronbachs Al!ha test( 8he observed value of this test is 3(*1 7hich
re!resents a #ood scale of internal consistency( escri!tive statistics and dichotomous lo#istic re#ression model are used
to investi#ate the relationshi! bet7een each individual dimension and customer satisfaction( 8he sam!le si@e of the
res!ondents is +33 customers( 'ur!osive sam!lin# techniAue 7as used to collect information from only those clients of
the corres!ondin# banks 7ho are familiar 7ith online bankin# services& the selected customers are the students of the
selected universities of the $in#dom of Saudi Arabia located in Riyadh( 8hese universities are namely: $in# Saud
%niversity& Bmam "uhammad Bin Saud Bslamic %niversity and 'rince Sultan %niversity( 8he study reveals that all
the selected dimensions9 tan#ibles& reliability& res!onsiveness and em!athy are the si#nificant determinants of overall
satisfaction of the customer but 7ith diverse si#nificance levels( 8he study further reveals that tan#ibles and reliability
are most influential dimensions to enhance customers overall !robability of satisfaction as com!ared to the rest of
dimensions !ro!osed in this study(
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Keyword: Online bankin#& Customer satisfaction& Bslamic banks
JEL classification codes: M3! "3#
1. $ntrod%ction
Ceb:oriented services have brou#ht novel chan#es in all sectors of a modern economy !articularly& in the
bankin# sector( 'erha!s the bankin# industry is more com!etitive& innovative and customer oriented than any
other industry in the services sector( Online bankin# services are becomin# an attractive alternative to visit
service outlets or !honin# call centers for increasin# the number of customers ($enova '& 5330)( 4: service
technolo#y facilitate both9 stakeholders and clients in different 7ays and channels( Bnternet bankin# hel!s banks to
build and maintain close relationshi!s 7ith their customers& reduces o!eratin# and fi)ed costs and achieves more
efficient and enhanced financial !erformance (Rod "& 533-)( On the other hand& the customers also benefit from
this technolo#y havin# easy access to financial services and reduction in transaction cost (Dan#& 5331)( 8he
!rovision of online Auality services to the bankin# customers !lays a vital role to maintain or enhance customer
satisfaction( 8he facility of internet bankin# to the customers is considered as a com!etitive necessity( 8he banks
assure Auality online services to their customers in order to enable them to en;oy the latest 7ide ran#e of financial
facilities 7ith minimum transaction cost (Rod " A( <(& 533-)( 8he success or failure of any business entity includin#
the bankin# sector de!ends on their corres!ondin# customersE satisfaction( Bncreasin# customer satisfaction 7ill yield
material benefits such as hi#her market shares& more !rofit and non:material benefits such as #ood re!utation&
confidence of the customers& #ood 7ill etc(
8he study aims to investi#ate the relationshi! bet7een online bankin# services !rovided by different banks in
Riyadh (Saudi Arabia) namely9 Al: Ra;hi bank& <ational commercial bank and Riyadh bank: Riyadh to #au#e ho7
efficiently these banks !rovide online bankin# facilities to their corres!ondin# clientsF ifferent dimensions
such as9 tan#ibles& reliability& res!onsiveness& and em!athy have been taken as determinants of customer satisfaction(
8hese dimensions are based on the S4R=Q%A> model !ro!osed by (?an San#& 5331)(
8here is no !rinci!al difference bet7een conventional and internet bankin# e)ce!t accessin# and makin#
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transactions of financial matters throu#h your com!uter rather than !a!er com!leted transactions( Bnternet
bankin# facilitates you in !erformin# multi!le financial tasks such as checkin# your balance& !ayment of utility
bills& money transfers& online !urchasin# and investment etc( 8his ease has attracted many customers and has
enhanced customer satisfaction across the 7orld(
#. Material and Methods
Bn order to investi#ate the relationshi! bet7een online service Auality and customer satisfaction& the theoretical
frame7ork has desi#ned in the conte)t of the S4R=Q%A> model ori#inally develo!ed and modified by
(Geithaml& +//3)( Ce have used the modified version of the S4R=Q%A> model refined by (?an San#& 5331)(
8his model su##ests four im!ortant dimensions of service Auality( 8hese are namely9 8an#ibles& reliability&
res!onsiveness& and em!athy( 8he follo7in# table #ives a detail descri!tion of these dimensions(
&able 1: Modified dimensions of SE'()*AL model and their descri+tion
SE'()*AL Dimensions Descri+tion of dimension
8an#ibles 8he online bank has u!:to:date eAui!ment( 4asiness and
availability of information on the bank 7ebsite(
Reliability Bnvolves the correct technical functionin# of the site and the
accuracy of service !romises (deliverin# 7hen !romised) and
!roduct information
Res!onsiveness Quick res!onse and the ability to #et hel! if there is a !roblem or
Auestion
4m!athy 'rovision of carin# and individuali@ed attention to customers
!rovided by call centers or 7eb administrators(
Source: (?an San#& 5331)
#.1 ,at%re of Data and its Descri+tion
8he study uses a !ur!osive sam!lin# techniAue because the data is collected from all those clients 7ho
are familiar 7ith the online bankin# system( 8herefore& this study takes into consideration only online bankin#
customers 7hile the rest of the customers are lyin# outside the sco!e of the study(
8he selected customers are the students of the selected universities of the $in#dom of Saudi Arabia
located in Riyadh( 8hese universities are namely: $in# Saud %niversity& Bmam "uhammad Bin Saud Bslamic
%niversity and 'rince Sultan %niversity( 8he data collected from the students throu#h a detailed Auestionnaire
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develo!ed by (?an San#& 5331) to investi#ate online bankin# services and customer satisfaction
1
(
8he Auestionnaire covers four dimensions of online bankin# services9 8an#ibles& Reliability& Res!onsiveness and
4m!athy( Hour to five Auestions& related to each dimension& 7ere asked from the res!ondents( 8he measurement
scale of the Auestions 7as ordinal scale and thus the res!onses of the res!ondents 7ere ordered from +:,
(+Istron#ly disa#ree& ,Istron#ly a#ree)(
#.# Analytical &echni-%es
A set of analytical techniAues has been used to investi#ate the relationshi! bet7een online bankin#
services available to customers and customers satisfaction in Saudi Arabia(
.irstly! the reliability and validity of the dimensions have been investi#ated by Cronbachs Al!ha test(
Bnternal reliability can be tested by usin# al!ha (Cornbach)( Bt measures the e)tent to 7hich the res!onses are
collected for a #iven item correlate hi#hly 7ith each other ($enova '& 53309 Sidat& 533-)
CronbachEs is defined as9
(+)
7here is the number of com!onents (K-items or testlets)& the variance of the observed total test scores&
and the variance of com!onent i for the current sam!le of !ersons(
Secondly! As the data is collected on the ordinal scale therefore "edian and "ode are the best measures of calculatin#
central tendency of the data(
&hirdly! 7e have used the binary lo#istic model to sho7 that ho7 the !robability of overall satisfaction chan#es
#iven that a chan#e in the selected dimensions occurs( 8he overall satisfaction has been !ro)ied by median score(
1 For detail of questionnaire please see appendix-I
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Bf a res!ondent scores four or more in at least t7o dimensions then this situation is considered as overall
satisfaction and vice versa(
>o#istic model is thus s!ecified as:
((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((J (5)
Chere9 are odd ratios in favor of an increase in individual res!ondents overall satisfaction to the !robability that an
individual overall satisfaction has not increased(
K
+
I A#e of the customers
K
5
I "edian tan#ible score of the customers(
K
2
I "edian reliability score of the customers(
K
1
I "edian res!onsive score of the customers(
K
,
I "edian em!athy score of the customers(
3. Analysis and Disc%ssion
8he CronbachEs result is re!orted here to sho7 the reliability of different dimensions 7e !ro!osed for
investi#atin# the relationshi! bet7een online bankin# services and customer satisfaction(
&able-1: 'eliability Statistics
CronbachEs Al!ha
CronbachEs Al!ha Based on
Standardi@ed Btems <o( of Btems
3(*1+ 3(*12 +-
Source: Authors o7n calculation (S'SS +/ version estimation)
Chronbachs Al!ha value is 3(*1+ 7hich re!resents a #ood level of internal consistency of the scale for all
ei#hteen numbers of Auestions( Bdeally& the Cronbach al!ha coefficient of a scale should be 3(*3 and above ('allent&
533*)(
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&able-#: $tem-&otal Statistics
2
Dimension
)%estions
Scale Mean
if $tem
Deleted
Scale (ariance
if $tem Deleted
/orrected
$tem-&otal
/orrelation
S-%ared
M%lti+le
/orrelation
/ronbach0s
Al+ha if $tem
Deleted
Q+ 0*(*5,3 1+(,-/ (2+1 (,32 (*23
Q5 0*(,333 15(53, (13/ (053 (*5,
&an1ibility Q2 0*(-,33 15(,/5 (5,1 (153 (*21
Q1 0*(-,33 1+(101 (2,3 (,5/ (*5*
Q, 0-(3333 13(0+, (2*, (1/- (*51
Q0 0*(/,33 1+(*1+ (5/* (0,* (*2+
'eliability Q* 0*(0*,3 15(55, (5-- (,+/ (*25
Q- 0*(*5,3 1+(/// (23* (151 (*23
Q/ 0*(*5,3 1+(-/* (5,/ (020 (*2,
Q+3 0*(*,33 15(,,+ (523 (,/* (*2*
Q++ 0*(0,33 13(+2+ (1+2 (,,/ (*5+
'es+onsi2e
ness
Q+5 0*(*5,3 1+(222 (255 (2/3 (*5/
Q+2 0*(*,33 13(/+3 (22- (0// (*5-
Q+1 0*(/,33 13(1,/ (2+* (1*0 (*23
Q+, 0-(3333 15(1+3 (513 (250 (*20
Em+athy Q+0 0*(*333 15(3+3 (220 (1+3 (*5-
Q+* 0-(55,3 2-(-10 (131 (2*- (*5+
Q+- 0*(-,33 1+(00/ (5-1 (1-+ (*25
Source: Authors o7n calculation (S'SS +/ version estimation)
8his table re!resents the statistics for relationshi!s bet7een individual items and the 7hole scale(
Colum 2 and , are the most im!ortant calculations for the establishment of a relationshi! bet7een variables(
Corrected item:total correlations are the correlations bet7een scores on each item and the total scale scores( Bf
the scale is internally consistent& you 7ould e)!ect these correlations to be reasonably stron#( 8he final column
re!resents that 7hat CronbachEs al!ha 7ould be if 7e deleted an item and re:calculated it on the basis of the
remainin# items( Ce can observe that removal of any Auestion 7ould result in a lo7er CronbachEs al!ha(
2 Questions related to different dimesions have been assigned differet colors.
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8herefore& 7e 7ould not 7ant to remove any of these Auestions( CronbachEs al!ha sim!ly !rovides you 7ith an
overall reliability coefficient for a set of variables& e(#( Auestions(
<e)t& 7e calculate descri!tive statistics of the !ro!osed dimensions to investi#ate the avera#e behavior
of the res!ondents re#ardin# their overall satisfaction to7ards the online bankin# facilities in Riyadh (Saudi
Arabia)( As the data is collected on the ordinal scale therefore "edian and "ode is the best measures of central
tendency& the ran#e and Bnter Quartile Ran#e (BQR) are the best measures of dis!ersion(
8akin# median and mode for each dimension to reveal the res!ondents satisfaction about the online bankin#
facility in Riyadh (Saudi Arabia)& 8able:2 reveals that overall median for each dimension is 1( 8his reveals that
res!ondents are satisfied 7ith the online bankin# facilities !rovided by the commercial banks in Riyadh( 8hese results
!rovide an insi#ht into the u!dated facilities& use of modern technolo#y& the efficiency of the bankin# industry in Riyadh
in !articular and Saudi Arabia in #eneral( 8able:2 sho7s descri!tive statistics of res!ondents res!onses(
&an1i
bility
'eliab
ility
'es+o
nsi2en
ess
Em+athy
Q+ Q5 Q2 Q1 Q, Q0 Q* Q- Q/ Q+3 Q++ Q+5 Q+2
Mean 3.4 3.3 3.4 3. 3.4 3. 3.1 3.1 3.1 3. 3.1 3.4 3.4
Stand
ard
Error
4.1 4.1 4.1 4.1 4.1 4.1 4.1 4.1 4.1 4.1 4.1 4.1 4.1
Media
n
3.4 3.4 3.4 3.4 3.4 3.4 3.4 3.4 3.4 3.4 3.4 3.4 3.4
Mode 3.4 3.4 5.4 3.4 5.4 3.4 3.4 3.4 5.4 3.4 5.4 5.4 3.4
Stand
ard
De2iat
ion
4.6 4.7 4.6 4.6 4. 4.6 4.6 4.6 4. 4. 4.6 4.6 4.7
Sam+l
e
(aria
nce
4.8 4.3 4.8 4.8 4.6 4.8 4.7 4.7 4.6 4.8 4.8 4.8 4.3
K%rto
sis
-1.3 1.7 -1.5 -1.5 -1.3 -
1.3
-1.3 -4.6 -1.# -1.3 -1.4 -1.7 1.4
S9ew
ness
4.4 -4.7 -4.1 4.# -4.# 4.4 -4.1 -4.3 -4.3 4.1 -4.3 4.4 -4.3
'an1e 3.4 3.4 #.4 #.4 3.4 3.4 #.4 3.4 3.4 3.4 3.4 #.4 3.4
Mini
m%m
#.4 #.4 3.4 3.4 #.4 #.4 3.4 #.4 #.4 #.4 #.4 3.4 #.4
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Ma:i
m%m
5.4 5.4 5.4 5.4 5.4 5.4 5.4 5.4 5.4 5.4 5.4 5.4 5.4
S%m 3# 338.4 344.4 368.4 38.4 3
1.4
343.4 347.4 341.4 366.
4
345.4 37.4 3.4
/o%nt .4 .4 .4 .4 .4 .
4
.4 .4 .4 .4 .4 .4 .4
&able-3 Descri+ti2e statistics of res+ondents; res+onses
3
Source: Authors o7n calculation (4)cel sheet 53+3)
3 Questions related to different dimesions have been assigned differet colors.
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> 'o#istic re#ressions estimates are re!orted alon# 7ith other statistics are re!orted in table:1(
&able-3: Lo1istic 'e1ression Estimates
<i S.E =ald-test df Si1. E:+><?
A#e :3(*+ (+01 (+-0 + (000 3(1/25
8an#ibles 5(10* (/-0 0(5,* + (3+5 ++(*-5
Reliability 5(225 (-13 *(0// + (330 +3(5/*
Res!onsiveness +(5,+ (*-+ 5(,0* + (+3/ 2(1/,
4m!athy (/*, (,-1 5(*/+ + (3/, 5(0,5
Constant :55(/+* -(203 *(,+, + (330 (333
Source: Authors o7n calculation (S'SS +/ version estimation)
8he binary lo#istic re#ression estimates reveal an overall !ositive relationshi! bet7een online facilities
!rovided by the bankin# industry in Saudi Arabia and customers satisfaction( All slo!e coefficients are !ositive e)ce!t
a#e of the customers( Bn order to inter!ret the lo#istic estimates& it is oftenly !referred by the econometrisions to take a
anti:lo# of the estimates for meanin#ful inter!retation of the results( 8he effect of a#e on overall satisfaction of
customers is ne#li#ible (3(1/25)( 8an#ibles dimensions are the most im!ortant determinants of customer overall
satisfaction( Bf the median tan#ible dimensions increase by one unit then the !robability of customers overall satisfaction
increases by ++(*- times( Similarly& reliability dimensions are the 5
nd
im!ortant determinants of customers overall
satisfaction( Bf the median reliability dimensions increase by one unit then the !robability of overall customer satisfaction
increases by +3(5/ times( Bn the similar 7ay& median reliability and res!onsiveness increases by one unit the !robability
in favor of overall satisfaction increase by 2(1, and 5(0,5 res!ectively( All dimensions are statistically si#nificant at //
!ercent confidence level e)ce!t reliability and res!onsiveness(
3. /oncl%sion and .indin1s
8he study aims to investi#ate the relationshi! bet7een online bankin# services !rovided by different banks in Riyadh
(Saudi Arabia) namely9 Al: Ra;hi bank& <ational commercial bank and Riyadh bank: Riyadh( 8he study uses three
em!irical investi#ation techniAues e:#& Chronbachs Al!ha statistics for internal scale of consistency of various
dimensions !ro!osed& escri!tive statistics es!ecially& median and mode to reveal the avera#e satisfaction of the
customers and finally& the binary lo#istic re#ression model to !redict chan#es in overall level of satisfaction #iven that a
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median chan#e in any dimension( 8he results of the study favor the !revious im!ortant studies such as9 (Dan#& 53319
Dan# G( L(& 53319 "obarek& 533*9 <u!ur& 53+3)(
8he study reveals the follo7in# im!ortant findin#s:
+( 8he Chronbachs Al!ha statistics for internal scale of consistency 7as used( 8he value of this test is
re!orted as 3(*1+ 7hich re!resents a #ood scale of internal consistency and relevancy of all Auestions related to the
overall level of satisfaction(
5( 8he overall median score& for all customers& is 1 7hich re!resent an overall level of satisfaction of customers
re#ardin# the various online facilities !rovided by the selected banks in Riyadh(
2( 8he em!irical results of lo#istic re#ression reveal that a#e of the customers does not si#nificantly influence
their corres!ondin# overall level of satisfaction( 8he results further reveal that all the selected dimensions9
tan#ibles& reliability& res!onsiveness and em!athy are the si#nificant determinants of overall satisfaction of the
customer but 7ith diverse si#nificance levels(
1( 8he study further reveals that tan#ibles and reliability are most influential dimensions to enhance
customers overall !robability of satisfaction as com!ared to the rest of dimensions !ro!osed in this study(
5. 'ecommendations and @olicy $m+lications
Based on the findin#s of the study& the study summari@es the recommendation of the study as9
+( iverse online bankin# facilities are the im!ortant determinants of overall customers satisfaction
therefore customers oriented banks should make note this !henomenon to increase their customers circle by
!rovidin# more reliable& innovative online facilities to their customers(
5( imensions such as tan#ibles and reliability amon# others are the most im!ortant determinants of
customers overall level of satisfaction( 8his !henomenon can be used by the bankin# industry in Riyadh to accelerate
the #ro7th of their customer satisfaction by focusin# on all other dimensions 7ith a !articular focus on tan#ibles and
reliability dimensions of customer satisfaction(
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7. Limitation of this st%dy
8he findin#s and recommendations of this study are based on the res!ondents !erce!tion( 8he information
about the online service Auality and customer satisfaction& re#ardin# the commercial banks in Riyadh is collected from
+33 students( 8he sam!le is considerably lo7 and thus the result cant be #enerali@ed for the entire commercial banks
o!eratin# across the Saudi Arabia(
Ac9nowled1ment
Cith the s!ecial thanks for scientific research council e!artment of marketin#& Colle#e of Business Administration
$in# Saud %niversity Riyadh kin#dom of Saudi Arabia for the !re!arin# and fundin# for this research manuscri!t
<iblio1ra+hy
?an San#& B( S( (5331)( Antecedents and ConseAuences of Service Quality in Online Bankin#: An A!!lication of
the S4R=Q%A> Bnstrument( Advance in Consumer Research, 31& 53-:5+1(
$enova '& =( L( (5330)( Quality Online Banking Service Lonko!in# university(
"obarek& A( (533*)( !-BA"K#"$ %RAC&#C!S A"' C(S&O)!R SA&#S*AC&#O"- A CAS! S&('+ #"
BO&S,A"A e!t( of Accountin# and Hinance& %niversity of Bots7ana(
<u!ur& L( "( (53+3)( 4:Bankin# and Customers Satisfaction in Ban#ladesh:An Analysis( #nternational Revie- o.
Business Research %a/ers, 0& +1,:+,0(
'allent& L( (533*)( S%SS Survival )anual1 A Ste/ 2y Ste/ $uide to 'ata Analysis using S%SS .or ,indo-s
"cMra7 4n#land(
Rod "& A( <( (533-)( An e)amination of the relationshi! bet7een service Auality dimensions& overall internet
bankin# service Auality and customer satisfaction: A <e7 Gealand study( )arketing #ntelligence 3
%lanning, 45(+)(
Rod "& A( <( (533-)( An e)amination of the relationshi! bet7een service Auality dimensions& overall internet
bankin# service Auality and customer satisfaction: A <e7 Gealand study( )arketing #ntelligence 3
%lanning, 45(+)(
Sidat& S( (533-)( )easuring Service Quality using S!,R6Q(A7 )odel1 A Case Study o. !-Retiling in #ran
%niversity 8echnolo#y "alaysia(
Dan#& H( (5331)( Online service Auality dimensions and their relationshi!s 7ith satisfaction: A content analysis of
customer revie7s of securities brokera#e services( #nternational 8ournal o. Service #ndustry
)anagement, 19(2)& 235:250(
Dan#& G( L( (5331)( "easurin# customer !erceived online service Auality Scale develo!ment and mana#erial
im!lications( #nternational 8ournal o. O/erations 3 %roduction )anagement, 4:(++)& ++1/:++*1(
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Geithaml& '( &( (+//3)( 'elivering Quality Service; Balancing Customer %erce/tions and !</ectations Hree
'ress(
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A++endi:-1: )%estionnaire
Dimensions )%estions
&an1ibles
Q+) KDG online bank has u!:to:date eAui!ment N technolo#y(
Q5) 8he 7ebsite of the KDG online bank is visually a!!ealin#(
Q2) 8he 7ebsite of the KDG online bank makes you find information easily(
Q1) 8he 7ebsite of the KDG online bank !rovides you 7ith valuable information(
Q,) 8he 7ebsite of the KDG online bank is easy to use and navi#ate(
'eliability
Q0) Chen KDG online bank !romises to do somethin# by a certain time& it does so(
Q*) Chen there is a !roblem9 KDG online bank sho7s a sincere interest in solvin#
it(
Q-) KDG online bank !erforms the service ri#ht first time(
Q/) KDG online bank !rovides its services at the time it !romises to do so(
Q+3) KDG online bank insists on error:free records(
'es+onsi2eness
Q++) Administrators of KDG online bank tell you e)actly 7hen the service 7ill be
!erformed
Q+5) Administrators of KDG online bank #ive you !rom!t service(
Q+2) Administrators of KDG online bank are al7ays 7illin# to hel! you(
Q+1) Administrators of KDG online bank are never too busy to res!ond to your
Auestions(
Em+athy
Q+,) KDG online bank #ives you individual attention(
Q+0) ?el!desks or call centers of KDG online banks have o!eratin# hours
convenient for all its customers(
Q+0) ?el! desks& call centers& and 7eb administrators of KDG online bank #ive
your !ersonal attention(
Q+*) ?el! desks& call centers& and 7eb administrators of KDG online bank have
your best interests at heart(
Q+-) ?el! desks& call centers& and 7eb administrators of KDG online bank
understand your s!ecific needs