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Brm Measuring Customer Perceived online Service Quality

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International Journal of Consumer Studies,


, 6, November 2006, pp552-560


Journal compilation © 2006 Blackwell Publishing Ltd

M. Mavri and G. Ioannou


Online banding services

of Internet-based e-retail banking. In addition, willingness

to use depended significantly on the first five factors,

allowing the interdependencies between them to

be estimated in terms of marginal rates of substitution

or ratios of the corresponding regression coefficients.

Another study by Liao and Cheung (2001), analysed the

initial effects and relationships between consumer attitudes

and Internet-based e-shopping. Using regression

analysis, they explored the consequences of future

changes in Internet transaction costs, especially with

respect to payment, logistics-delivery, communications

and asymmetric information. The analysis showed that

the life content of products, transactions security, price,

vendor quality, information technology education and

Internet usage significantly affect the initial willingness

to e-shop on the Internet.

The explosion of Internet usage and the huge funding

initiatives in electronic banking have drawn the attention

of researchers towards Internet banking. Although

millions of dollars have been spent on building Internet

banking systems, reports have shown that potential

users may not use the systems in spite of their availability.

This points to the need for research to identify the factors

that determine acceptance of Internet banking by

the users (Luarn and Lin, 2005). In their study, Luarn

and Lin extended the technology acceptance model

(TAM), which includes perceived ease of use and perceived

usefulness, by adding 'perceived credibility',

'perceived self- efficacy' and 'perceived financial cost' to

the theoretical framework. The results strongly support

the extended TAM in predicting users' intentions to

adopt mobile banking.

Bomil and Ingoo (2002) confirmed in their study that

two beliefs, ease of use and usefulness, partially explain

the user's behaviour in the emerging environment such

as Internet banking. They introduced trust as another

belief in TAM that has an impact on the acceptance of

Internet banking. According to the results of their statistical

analysis, trust is one of the most significant

beliefs in explaining a customer's attitude towards using

Internet banking. Trust has a more direct effect on an

individual's behaviour than perceived ease of use in the

online banking context, while perceived ease of use has

a greater total effect on a customer's actual use.


et al.

(2003) also used the TAM, and they introduced

'perceived credibility' as a new factor that reflects

the user's security and privacy concerns in the acceptance

of Internet banking. The study also examined the

effect of computer self-efficacy on the intention to use

Internet banking. Based on a sample of 123 users from

a telephone interview, the results strongly support the

extended TAM in predicting the intention of users to

adopt Internet banking. It also demonstrates the

significant effect of computer self-efficacy on behavioural

intention through perceived ease of use, perceived

usefulness and perceived credibility.


et al.

(2002) examined the impact of consumer

experience and attitudes on intention to return

and unplanned purchases online. The study found that

perceived control and shopping enjoyment can increase

the intention of new web customers to return, but

seemingly do not influence repeat customers to return.

Furthermore, the more often customers return to web

store, the more their shopping enjoyment is determined

by their product involvement. Another study, by Kambil

et al.

(2000), shows that senior management's support

and technical issues such as information security are one

of the most significant impacts on firms that take their

business online.

Mols (1999) determined that bank customers are




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