Impact of E-Core Service Quality Dimensions on Perceived Value of M-Banking in Case of Three Socio-Economic Variables

Impact of E-Core Service Quality Dimensions on Perceived Value of M-Banking in Case of Three Socio-Economic Variables

Savdeep Vasudeva (I.K. Gujral Punjab Technical University, Kapurthala, India) and Gurdip Singh (Chandigarh Group of Colleges, Gharuan, Mohali, India)
Copyright: © 2017 |Pages: 20
DOI: 10.4018/IJTHI.2017010101
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Abstract

This study addresses a research gap in mobile banking (M-banking) related to post service usage consumer behavior and aims to discover the impact of electronic core (e-core) service quality dimensions on the perceived value of service in relation to three socio-economic variables i.e. gender, age and income. The study attempts to identify whether the impact of these dimensions vary as per the difference in socio-economic demographics? Further, E-S-QUAL scale representing dimensions of e-core service quality is utilized and data collection is conducted from a survey of 600 mobile banking users of the Punjab State in India. The collected data is then put to test using Multiple Regression Analysis and Cronbach's alpha. Findings of the study reveal that different customers perceive these dimensions differently depending upon their demographics. This study has important implications for academic research related to e-service quality or to any one doing research in the field of M-banking.
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M-Banking: An Overview

The banking industry in the 21st century operates in a fast changing and complex environment. Prevailing uncertain economic conditions in the environment have compelled banks to think differently about the implementation of ICT applications in day-to-day operations (Alawode, John, & Kaka, 2011). The focus of banks to use ICT applications for improving business operations has contributed towards growing popularity of electronic banking (popularly known as e-banking). This new mode of banking is related to the delivery of bank information and services to its customers through different mediums such as personal computer, mobile phone, telephone, and even digital television (Daniel, 1999). E-banking includes both internet banking and m-banking. The difference between internet banking and m-banking is that with internet banking, computers are connected through the internet. In case of m-banking, the connections are made through mobile networks of the customer’s wireless devices (Asfour & Haddad, 2014).

M-banking is considered a subset of e-banking (Safeena, Date, Kammani, & Hundewale, 2012). It is the latest development in ICT implementation among banks. M-banking provides great value to customers’ banking transactions through wireless channels of service delivery (Pousttchi & Schurig, 2004). M-banking involves different transactions such as making balance enquiry, doing credit transfer, checking account status, sending SMS and performing payment transactions through a mobile phone (Saleem & Rashid, 2011). This service can be accessed on the mobile phone of the customer by using the particular bank’s application (popularly known as app) (Bank Negara, 2012). Several suitable bank specific applications for m-banking access include Symbian, Blackberry OS, Andriod, Windows and Apple iOS, to name a few (Reserve Bank of India [RBI], 2014). M-banking benefits both the customers as well as banks (Ensor, Montez, & Wannemacher, 2012) and provides different advantages over internet banking due to service ubiquity (International Telecommunication Union [ITU], 2012). Banks can considerably reduce costs of providing service to the customers and mobile service providers can generate more profits from their existing subscribers due to wider use of different value added services (Gupta, Bagoria, & Bagoria, 2013).

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