Conceptualizing and validating a customer satisfaction measurement model in e-services. Evidence from the Greek e-banking sector

Abstract

This study aimed to measure customer satisfaction by employing the five key dimensions of the SERVQUAL model. The dimensions of the SERVQUAL model and a focus group method was used to conceptualise a research model proposed for customer satisfaction measurement in the Greek e-banking sector. A questionnaire was designed and administered to 1,026 e-banking users, and a total of 333 respondents replied. For assessment of the measurement model, exploratory and confirmatory factor analysis was used. Additionally, for assessment of the structural model, the partial least squares (PLS) structural equation modelling (SEM) technique was employed. The validated customer satisfaction measurement tool includes three dimensions, namely performability, responsiveness, and assurance, which have significant and positive relationships with the customer satisfaction construct. Due to the locality of the context, we suggest that further research should be conducted to generalise the findings in e-banking and e-commerce. This paper is the first attempt to provide a validated customer-satisfaction-measurement model based on the dimensions of the SERVQUAL model that directly asks customers to weight service attributes while using a tool based on statistical inference from observed associations.