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Abstract
The purpose of this study was to evaluate how users of technological delivery channels rated the service quality of their bank. Past research has measured the service quality of banks through customers' contacts with bank employees. As customers choose alternative electronic access over human contact to perform routine transactions, it was vital that their evaluation of the bank's service quality also be studied.
One hundred twenty-seven bank customers completed the SERVQUAL instrument. Respondents were categorized into either a nonuser, ATM user, or multiple-channel user group based on their current use of various delivery channels. Data were analyzed using two-way analyses of variance to determine if differences existed among the groups.
There were significant differences between the user groups, as predicted in the hypotheses. These results provide financial institutions the opportunity to improve service efficiency and productivity while maintaining higher service quality ratings.
