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The newest distribution channel for banking services is electronic banking. E-banking
is defined as several types of services through which a bank's customers can
request information and carry out most retail banking services via computer,
television or mobile phones (Mols, 1998; Daniel, 1999; and Sathye, 1999).
Early concepts of satisfaction research have typically defined satisfaction as a
post choice evaluative judgment concerning a specific purchase decision
(Oliver 1980; and Churchill and Sauprenant 1992). Most researchers agree that satisfaction
is an attitude or evaluation that is formed by the customer comparing their
pre-purchase expectations of what they would receive from the product to their
subjective perceptions of the performance they actually did receive (Oliver, 1980).
Several authors have defined satisfaction in a different
way. "Satisfaction is a person's feelings of pleasure or
disappointment resulting from comparing a
product's perceived performance (or outcome) in relation to his or her
expectations" (Kotler, 2000, p. 36). Customer satisfaction is
a collective outcome of perception, evaluation and psychological reactions
to the consumption experience with a product/service (Yi, 1990).
In marketing literature (e.g., Oliver 1980; and Churchill and Surprenant, 1982)
as well as in recent information system studies (e.g., McKinney et al., 2002), the disconfirmation theory emerges as
the primary foundation for satisfaction models. According to this theory, satisfaction
is determined by the discrepancy between perceived performance and
cognitive standards, such as expectation and
desires. Oliver (1980) described the process
by which satisfaction judgments are reached in the
expectancy-disconfirmation framework. Buyers form expectations of
the specific product or service before purchase and perceived quality level which
is influenced by expectations (Khalifa and Liu, 2003). Customer expectation can
be defined as customer's pretrial beliefs about a product (McKinney et al., 2002). Expectations are viewed as
predictions made by consumers about what is likely
to happen during impending transaction or exchange (Zeithaml, 1988).
Perceived performance is defined as customer's perception of how product
performance fulfills their needs, wants and desire (Cadotte et al., 1987). Perceived quality is the consumer's judgment about an
entity's overall excellence or superiority
(Zeithaml, 1988). Disconfirmation is defined as consumer subjective judgments
resulting from comparing their expectations and
their perceptions of performance received (Spreng et al., 1996; and McKinney et al., 2002). Ho and Wu (1999)
identified five antecedents of customer satisfaction to
be appropriate for online shopping on the internet. These are logistical
support, technical characteristics, information characteristics, home page
presentations and product characteristics. Eastin
(2002) presented the model that demonstrated the adoption of four e-commerce
activities currently available to internet users:
(1) online shopping, (2) online banking, (3) online investing and (4)
electronic payment for an internet service (i.e.,
access to exclusive sites). The author also explained six attributes like
perceived convenience and financial benefits,
risk, previous use of the telephone for a similar purpose, self efficacy and internet use
which are common to the model and play a significant
role in the adoption processes. |
