A mixed methods approach to investigate the electronic banking websites service quality: The case of Egypt

<p> </p> <p>This research investigates the impact of e-service quality dimensions on public and private banking websites in Egypt from the perspectives of the main stakeholders. In order to understand the problem, the current study investigates:</p> <p>1. How do different e-banking websites' stakeholders perceive the current e-service quality dimensions?</p> <p>2. How do different e-banking stakeholders rank the existing e-service quality?</p> <p>3. Whether the main service quality dimensions used in e-banking websites of private banks differ from those used in public banks?</p> <p>After reviewing literature, nine service quality dimensions were selected namely; Usability, Reliability, Responsiveness, Privacy, Incentives, Fulfillment, Efficiency, Assurance, and Empathy for investigation.</p> <p>This research employs a mixed methods approach and develops a research framework for nine dimensions. A structured questionnaire was randomly distributed to survey a large number of bank clients and data collected was statistically analysed. In order to get a broader picture, eight decision makers in banks were interviewed. Interview data was interpretively analysed and coded.</p> <p>Results were integrated showing that e-service quality has a significant impact on Internet Banking. Questionnaire and interview results reveal that public and private bank customers believe that e-banking websites have to include seven dimensions: Usability, Reliability, Responsiveness, Privacy, Fulfillment, Efficiency and Assurance, and should ignore insignificant dimensions such as Incentives and Empathy. Results proved Privacy to be the best predictor, while Incentives and Empathy had the least weights.</p> <p>Based on these results, System Dynamic Approach was utilised to simulate a revised dynamic model. Results show that Customer Relationship Management is a dimension that would increase e-service quality and customer satisfaction.</p> <p>Finally, similarities and differences between customers and decision makers helped better understand the problem, derive conclusions and make recommendations. It also helps banks' managers achieve a competitive edge through directing attention and resources efficiently to e-service quality dimensions based on customer priorities.</p>