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Abstract
Purpose - Although research into the adoption and use of online banking services has grown in many parts of the world, the centre of attention has been largely on determinants of online banking adoption, not on users' satisfaction with use. This paper aims to test and validate the End-User Computing Satisfaction (EUCS) model in order to investigate online banking users' satisfaction with the service.
Design/methodology/approach - A survey (n=268) was carried out using convenience sampling. An exploratory factor analysis followed by a confirmatory factor analysis run in LISREL 8.7 is used to test the validity of the model in an online banking context.
Findings - The survey results support three constructs (content, ease of use, accuracy) from the original model, indicating that the modified EUCS model labelled EUCS2 can be utilized in analyzing user satisfaction with online banking among private customers.
Research limitations/implications - The obtained model suffered from two cross-loadings between individual items. Another limitation concerns the sample obtained. Therefore, future studies should test the model with larger samples to verify the model in this context.
Practical implications - Findings of the study indicate that banks could improve end-user computing satisfaction with online banking by concentrating on the three constructs obtained from the analyses. Moreover, the results indicate that banks can increase satisfaction of online banking services by personalising the service, allowing easier and more convenient use experience.
Originality/value - The paper makes a significant contribution by testing and modifying the EUCS model in the online banking context.
Keywords Banking, Customer satisfaction, Demographics, Measurement
Paper type Research paper
Introduction
Electronic banking channels are playing an increasingly important role in the banking sector, and thus they have gained quite a lot of attention in academic literature lately (Daniel, 1999; Mois et al., 1999; Sathye, 1999; Sheshunoff, 2000; Jayawardhena and Foley, 2000; Howcroft et al., 2002; Karjaluoto et d., 2002a; 2002b; Gerrard and Cunningham, 2003; Akinci et al, 2004). Specifically there is increasing concern about the possible impacts electronic banking channels, especially online banking, have on bank customers' behaviour, but little is known about online banking users' satisfaction with online services. This paper attempts to fill this gap in marketing literature by measuring customer satisfaction with online banking services.
The diffusion of the internet...