Identification of Key Determinants of Satisfaction of Users of Electronic Banking Services

• Authors: Dragana Gašević , Marija Vranješ , Dragana Drinić
• Languages of publication: EN

Abstracts

EN

Under the conditions of increased competition, imperatives for banking institutions are focusing on the provision of better quality services, meeting the needs of clients and adjusting to their specific demands, as these are the conditions for achieving satisfaction. Satisfaction has a consequent effect on the realisation of communication, but also economic business goals of market players. In accordance with these facts, the significance of measuring the quality of services needs to be pointed out. In recent years, the tendency of increase in the number of bank clients who use electronic banking services has been perceived in the Republic of Serbia. Advantages of this modern service are numerous, and the ones that stand out among them are saving time, more favourable price, comfortable and fast transaction execution. The purpose of this paper is to examine the satisfaction of clients in relation to electronic banking services, i.e. to come to a conclusion which elements of service quality have an impact on satisfaction, as well as to assess the intensity of such impact. In order to obtain the necessary information, we have used the measures of descriptive statistical analysis, reliability analysis, correlation and regression analysis. The data have been collected using the survey method and the questionnaire distributed to respondents for the purpose of specific research has been created on the basis of previous research in the quality of service field. The results have shown that three dimensions of modified SERVQUAL model (security, ease of use and responsibility) have a statistically significant impact on satisfaction, while other factors (reliability, empathy and website content) have, in their joint effect, indicated a non-significant impact on satisfaction. The contribution of this paper is reflected in the fact that the identification of factors (reliability, empathy, website content) that have not achieved a significant impact in their joint effect on the satisfaction of clients with electronic banking can be a signal for the management of financial institutions to take action in order to reduce the perceived risk, maintain trust, provide training and development of employees, modernize website appearance.

Keywords

EN

quality of services; satisfaction; electronic banking; SERVQUAL model

• Publisher: Sciendo
• Journal: Economic Themes
• Year: 2016
• Volume: 54
• Issue: 2
• Pages: 301-321

Dates

published

2016-06-01

received

2015-09-22

accepted

2016-03-23

online

2016-07-26

Contributors

author

Dragana Gašević

• Novi Sad Business School

author

Marija Vranješ

• Novi Sad Business School

author

Dragana Drinić

• Novi Sad Business School

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Identifiers

DOI

10.1515/ethemes-2016-0015