A Study on the Effect of Service Content Quality and Service Delivery Quality, Leading to Loyalty in Online Banking System

Topics: Service, Service provider, Validity Pages: 16 (4280 words) Published: February 15, 2013

The growth of Internet Mediated Environment (IME) based services has changed the manner in which firms and consumers interact. This paper aims to provide a more comprehensive understanding of the role service quality dimensions play in developing service enjoyment and loyalty in IMEs. We are in the era of service-based economies. The services sector has grown to dominate economic activity in today’s advanced industrial economies. Interestingly, within the growing service-dominated economies, increased innovation in Information Technology (IT) has dramatically altered services conceptualization, development, delivery and consumption. By extending the definition of an electronic service, we define IME services as being mediated via information technology (IT) where the consumer interacts with an appropriate user interface such as web site, mobile phone, iPhone, PDA, iPad, virtual world environment, tablets, etc., in order to gain a consumption experience and pursue desired benefits for another entity or the entity itself (self-service). Innovations related to IT and novel Internet-based service delivery in IMEs and consumption are fueling extraordinary growth in demand for existing as well as new services. Problem Statement:

The study is to investigate the some of the dimensions of online service content quality and service delivery quality such as navigation, visual appeal, timeliness, access, content customization and reliability leading to enjoyment and loyalty. Significance of the research:

Both Information Systems (IS) and Marketing scholars have recognized this paradigmatic shift from the exchange of goods toward a service-centered model of exchange in which the consumer plays a pivotal role, specifically in the case of online services. In this context, there is an increasing emphasis on service quality rather than manufacturing quality regardless of the industry. A customer’s willingness to maintain a relationship with a firm is contingent on his or her perception of the benefits of high-quality service that provides a continuous flow of value.


Review of Literature:
Service Content quality:
Service content quality is defined as the extent to which complete, accurate, and timely content is provided to online consumers during the interaction process with the user interface in the IME. The user interface is a critical component in the IME service experience. In the context of the online environment, the store layout and design particularly influences the consumer’s service consumption experience. To capture service content quality we have identified the following three antecedents based on the literature: visual appearance, navigation, and preview. These dimensions have been found to be important in the context of online services in past IS studies. Visual Appearance:

A consumer’s perception of the visual appeal projected by the service is driven by the design, physical attractiveness, and beauty inherent to the service interface. Visual appearance in IMEs can be defined as an overall output of image or personality generated from website components such as text, style, graphics, colors, logos, themes and slogans. Websites with a more visually acceptable interface often result in greater service quality and can influence a consumer’s IME experience and ultimately his or her long-term service provider relationship. Consequently, the interface appearance is one of the most important aspects of the IME experience. Navigation:

Consumers want and demand websites that are simply designed and easy to use. Ease of navigation has surfaced as a critical element, since the IME lacks most of the interactional human elements so vital in offline service delivery. Navigation challenges, such as getting lost is often associated with a consumer’s confusion, frustration, and anger, and thus negative experiences. To negate this danger, IME...
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