Development of a Service Quality Scale for Multiple Technology Interfaces in Commercial Banking
The objective of this paper is to develop a service quality scale by identifying the dimensions affecting the service quality across various technology interfaces in retail banking. The paper examines the literature involving the various technology interfaces and aims to propose a conceptual model involving dimensions that affect the perceptions of service quality of the technology interfaces used in banks. The paper also seeks to establish the psychometric properties of the scale thus arrived. The literature review reveals that the models currently available to measure the service quality of the technology interfaces are limited in their focus, encompassing mostly one electronic channel – the internet – and few others studying the ATM and telephone banking channels. However, there is a gap with regard to the study of other technology interfaces like call centers and queue systems used in the branches. In this study, an attempt is being made to explore the influence of the various technology interfaces on banks’ service quality like the ATM, telephone banking, call center services, queue systems in the branches etc. which the customers use in combination and thereby to develop a scale to measure technology interface service quality (TISQ).