Exploring A Comprehensive Model on Automated Banking Service Quality

The aim of this study is to establish the determinants of automated service quality by including those attributes of each main banking delivery channel that were currently assessed by existing service quality instruments and those attributes that were currently overlooked in the automated service quality literature. Subsequently, this paper proposed a conceptual model of automated services quality, as perceived by customers, with specific emphasis on the banking service sector. The proposed comprehensive model was empirically validated by perceptual data collected from customers of banks. All of the proposed five factors of customer perceptions of automated banking service quality have exhibited strong unidimensionality, reliability, convergent, discriminant, and criterion-related validity. Moreover, the CFI and the other criteria indices for the overall model have also been found to exceed the obligatory requirements. Consequently, it can be accepted that the automated service quality in banks can be conceptualized as a five-factor structure consisting of: ATM service quality, telephone banking service quality, internet banking service quality, core service quality and price quality.