Exploring the Dimensions of Mobile Banking Service Quality
Review of Business and Technology Research, Vol. 4, No.1, July 2011, ICSSN 1941-9406, pp. 187-196.
10 Pages Posted: 7 Jan 2014
Date Written: July 16, 2011
Over the last few years, the mobile and wireless market has been one of the fastest growing markets in the world and it is still growing at a rapid pace. This opens up huge markets for financial institutions interested in offering value added services. With mobile technology, banks can offer a wide range of services to their customers, such as transferring funds while traveling, receiving stock price updates, and stock trading while being stuck in traffic. Mobile devices are the most promising way to reach the masses and to create "stickiness" among current customers, due to their ability to provide services anytime, anywhere, with high rate of penetration and potential to grow.
Mobile banking is the usage of mobile phones as a platform for banking transactions. The high penetration of mobile phones in India is the biggest driver for mobile banking in India. Most of leading banks such as ICICI, HDFC, SBI etc., have successfully launched their mobile banking operations in India.
Delivering high quality services is a prerequisite for achieving customer satisfaction; and only through customer satisfaction can the company gain, loyal customers (Grönroos, 2000). Although the literature on service quality is abundant, very little research has been conducted on the evaluation of the quality of services delivered through mobile banking.
This study has developed a scale to facilitate an empirical study to measure the service quality offered by mobile banking services. For this purpose, quantitative research method was used, which included the design and distribution of a questionnaire and collection of empirical data, on which statistical analysis has been performed. Based on the results of the analysis of the empirical data, the present study has made an attempt to develop a scale for measuring the quality of mobile banking services. Implications of the findings and potential areas of research are also discussed.
Keywords: Banking, Service Quality, Mobile Banking
JEL Classification: G1, G2, G24, L15, L86
Suggested Citation: Suggested Citation