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Examining the key dimensions of mobile banking service quality: an exploratory study

Minjoon Jun (Department of Management, New Mexico State University, Las Cruces, New Mexico, USA)
Sergio Palacios (Department of Management, New Mexico State University, Las Cruces, New Mexico, USA)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 16 May 2016

7387

Abstract

Purpose

The purpose of this paper is to identify the key dimensions of mobile banking (m-banking) service quality.

Design/methodology/approach

The authors employ the critical incident technique to unveil the key dimensions of m-banking service quality as perceived by m-banking customers, and to identify critical satisfiers/dissatisfiers among the identified dimensions.

Findings

The analysis reveals a total of 17 dimensions of m-banking service quality: m-banking application quality (content, accuracy, ease of use, speed, aesthetics, security, diverse mobile application service features, and mobile convenience), and m-banking customer service quality (reliability, responsiveness, competence, courtesy, credibility, access, communication, understanding the customer, and continuous improvement). Of these, five dimensions, such as mobile convenience, accuracy, diverse mobile application service features, ease of use, and continuous improvement, are considered as the main sources of customer satisfaction/dissatisfaction.

Practical implications

M-bankers, based on the identified 17 dimensions, can develop a comprehensive service quality management system, which helps them identify and overcome key obstacles to the delivery of high quality m-banking customer services.

Originality/value

This study focusses on uncovering the key dimensions of m-banking service quality and their associated sub-dimensions specific to the context of m-banking. Theoretically, the identified dimensions and their related sub-items can serve as building blocks for further research in customer relationship management in m-banking.

Keywords

Citation

Jun, M. and Palacios, S. (2016), "Examining the key dimensions of mobile banking service quality: an exploratory study", International Journal of Bank Marketing, Vol. 34 No. 3, pp. 307-326. https://doi.org/10.1108/IJBM-01-2015-0015

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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