Jun 1, 2011 - Nordea bank; Mr. Ingemar Borelius and Mr. Christer Landegren for ...... at: .
The Impact of Internet Banking On Customer Satisfaction The Case of Nordea Bank in Sweden
Master Degree Project in Marketing One year/ 15 ECTS Spring term 2011 Hossam A. Deraz Kheder Kh. Sumoqy Supervisor: Associate Professor (Docent) Desalegn Abraha Examiner: Peter Hultén (Ph.D.)
Acknowledgement It is our pleasure to thank the many people who contributed in one way or another to this work; it would not have been possible without their support. We would like to gratefully acknowledge the supervisor associate professor Desalegn Abraha for his abundant help, guidance and support throughout the process of writing this thesis. In addition, we would like to express sincere gratitude to the two interviewees from Nordea bank; Mr. Ingemar Borelius and Mr. Christer Landegren for their willingness to corporate; their help was invaluable for this thesis. Moreover, we want to thank all the opposition groups during the process of this research for their constructive feedback which had been helpful for the work. A great thank to all the classmates and friends for being like a family during the whole year of study in the University of Skövde. Our final words go to our families, their love and patience during the whole year made the study easier.
Hossam A. Deraz & Kheder Kh. Sumoqy Skövde, Sweden June 2011
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Master Thesis within Business Administration Title:
The Impact of Internet Banking on Customer Satisfaction: The Case of Nordea Bank in Sweden.
Authors:
Hossam A. Deraz & Kheder Kh. Sumoqy
Supervisor: Associated Professor (Docent) Desalegn Abraha Date:
2011-06-01
Key Words: Customer Satisfaction, Internet Banking (IB), e-Servqual (e-SQ), IB service quality
ABSTRACT Introduction: Nowadays IB has become an essential part of the banking business. In the light of the internet banking connection with e-commerce and due to the technological development, new features in IB services and several challenges have appeared e.g. trust elements, security issues, convenience, and technological challenges. These challenges make it essential for banks to track customers’ satisfaction in order to maintain and develop market share.
Problem: Due to the lack in earlier studies about measuring customer satisfaction for IB, depending on either customers’ or company’s perspective only and measuring of customer satisfaction based more on functional related factors, this research was conducted to know how the factors created by internet banking influence the customers’ level of satisfaction by covering those gaps.
Purpose: The aim and purpose of this study is to extend, develop knowledge and gain a better understanding of the impact of IB on customer satisfaction.
Theoretical Framework: to answer the research problem and achieve the purpose, authors developed a new model with the inspiration of the gap model and EPSI/ECSI model. By reviewing working papers related to the e-SQ and the IB service quality dimensions, authors identified 15 related variables to the IB service quality, and those variables were grouped into seven dimensions, thereafter classified into three main group; service, information and system dimensions.
Methodology: The empirical data used for this thesis was quantitative and qualitative; the quantitative data was collected by the survey from Nordea IB users in Sweden, while the qualitative data was collected from two interviews with Nordea managers.
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Conclusion: By analyzing the empirical data and measuring the CSI, factors related to the IB customer satisfaction were ranked according to the satisfaction level into three main groups; over satisfied, satisfied and stable. And by identifying the weighting factor and dissatisfaction percentages of each dimension, authors classified the variables according to their influence of customer satisfaction into three groups; factors that have positive significant influence, factors that have stable impact and factors that have negative impact on customer satisfaction. Finally, the gaps between bank and customer perspectives were covered by comparing the survey results with the interviews results.
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Table of Contents Table of Contents..….………………………………………………………..……………………….. V Lists of Tables & Figure………………………………………..…………………………………….. VII List of abbreviations…………………………………………..……………………………………… VIII 1 Introduction 1.1 Background 1.1.1 Internet Banking…………….…...…….…..…………………..…………………...………. 1 1.1.2 Customer Satisfaction…….….……..…..……………..………………...…...……………. 2 1.1.3 IB Customer Satisfaction in earlier studies.…..……….....…….............………………… 3 1.2 Problem Discussion…………..……………………………………………..……………….. 4 1.3 Research Question………….……………………………..…………………………………. 5 1.4 Research Purpose ……………………..…………..………………….……………..……… 5 1.5 Limitations...…..…………………………………..………………………………..……..... 6 1.6 Definitions of central concepts.……………………………………………………………… 6 2 Theoretical Framework 2.1 Banking………………………………………………………………………………..…….. 8 2.2 E-Banking……………………………………………………………………………..…….. 9 2.3 Internet Banking…………………………………….……………………………………….. 9 2.3.1 Internet Banking Services………......…......……………..…...…….......………………… 10 2.4 Customer Satisfaction…………………………………………………………………...... 10 2.4.1 Measuring customer satisfaction…….……..……………...……………………………… 11 2.4.2 Customer satisfaction models……….………..……….….…..………...………………… 12 2.4.2.1 Dimensions of e-service quality…………………..……..…….….……………………. 12 2.4.2.2 European Customer Satisfaction Index (ECSI/EPSI)……………...……..…..………... 16 2.4.2.3 The Gap Model……………...…………………...…….…………..………..…………. 18 2.5 The research model……………………….…………………………………..……………… 20 2.5.1 Relationships between variables of the research model (IBSQ) …………..…….…...….. 21 2.5.2 Dimensions of the research model (IBSQ)…………………….….………..…………….. 22 3 Methodology 3.1 Research Methods…………………...………….………………………...………………… 3.2 Research Approach…………………………….……..……………......…………………… 3.3 Exploratory, Descriptive and Explanatory Research...……..….……...……………………. 3.4 Research Strategy…………………………………………..….…...………………….……. 3.5 Sampling Strategy…………………………………………….…...………………………… 3.5.1 Population………….…………………………………...…….…………………….…….. 3.5.2 Sample size………………………………………………….…………………...….…….. 3.6 Pilot Study………..………..……………………………...………………………….…….. 3.7 Data collection methods……………...…………………...………………………………… 3.7.1 Survey procedure……………….…………………………………………………………. 3.7.2 Interviews…………………………………………………………………………………. 3.8 Analysis…..…………………………………….…………………..………………………. 3.9 Trustworthiness of the research………………..……………………………………...……. 3.9.1 Reliability…………………………………..……………………………………..…….... 3.9.2 Validity…………………….……………..………………………………………..…..….
24 24 25 26 27 27 28 30 30 30 31 32 35 35 36
4 Nordea Bank……………………………………...…………………………………...…………… 38 5 Imperial Data 5.1 Qualitative data……………………………..………………………………………………. 41 5.2 Quantitative data………………………..…………………………………………………... 48
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5.2.1 Reliability test……………………...……………………...……………………….………. 5.2.2 Quantitative data presentation……………………….....…………………………………. 5.2.2.1 Demographic statistics …………………….………..……………….………………….. 5.2.2.2 IB service quality dimensions statistics….………….……………………….………….. 5.2.2.2.1 Communication…………………………………..…………………………………… 5.2.2.2.2 Customer needs………………………………………………………......................... 5.2.2.2.3 Total Customer Experience…………...……………………………………………… 5.2.2.3 IB information quality dimensions statistics…………………………………………….. 5.2.2.3.1 Design & Features......................................................................................................... 5.2.2.3.2 Information quality………………..……………………………….………………… 5.2.2.4 IB system quality dimensions statistics………….……………………………………….. 5.2.2.4.1 Accessibility & Performance…………………………….…………………………… 5.2.2.4.2 Assurance & Privacy…………………………………………………………………. 5.2.2.4.3 Technology & Technical update………………………………………………………
48 51 51 52 52 53 55 59 59 60 61 61 62 63
6 Analysis & Discussion 6.1 IB service quality dimensions……………..………………………………………………….. 65 6.1.1 Communication……………………………….….………………………………………… 65 6.1.2 Customer needs……..………………………..…….……………………………………… 66 6.1.3 Total Customer Experience…..……………..….………………………………………….. 68 6.2 IB information quality dimensions…………..…..…………………………………………... 69 6.2.1 Design & Features………………………………….……………………………………… 69 6.2.2 Information Quality…………………………………..……………………………………. 69 6.3 IB system quality dimensions…………………………….…………………………………... 70 6.3.1 Accessibility & Performance………......………………..………………………………… 70 6.3.2 Assurance & Privacy………………....………………….………………………………… 70 6.3.3 Technical & Technology update…….………………….………………………………….. 71 6.4 Customer satisfaction levels……………………………….…………………………………. 72 6.4.1 CSI …………………….…………………………………………………………………... 72 6.4.1.1 CSI for questions of group A – Functional related variables………………..…………… 73 6.4.1.2 CSI for questions of group B – Service related variables……………………..…………. 74 6.4.2 Ranking of IB factors as rated by the survey respondents……………………..………….. 75 6.4.2.1 Ranking of Functional related variables……………………………………...…………. 75 6.4.2.2 Ranking of the Service related variables………………………………………....……… 76 6.5 Identification of the gaps………………………………………………….………….………. 78 7 Conclusion………………………………………………………………………………………..… 81 8 Further Research………………………………….……………………………….……………..... 83 9 Ethical Issues……………………………………………………………………………………..… 83 References…………………………………………………………………………………………...… 84 Appendixes I. Interview questions………………………………………………………..………………... 90 II. Customer survey – English…………...……………………………………..……………… 91 III. Customer survey – Swedish…….….…………………………………………..…………… 93 IV. Collected data from the surveys…………………………………………………………….. 95 V. Individual reflection.……………...………………………………………………………… 107
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Lists of Tables & Figures List of Tables 2.1 3.1 3.2 3.3 3.4 5.1 5.2 5.3 5.4 5.5 5.6 5.7A 5.7B 5.7C 5.8 5.9 5.10 5.11 5.12 6.1 6.2 6.3 6.4 6.5
Dimensions of electronic services quality e-SQ and IB service quality Total complete collected surveys IB Service Quality Dimensions Codes IB Information Quality Dimensions Codes IB System Quality Dimensions Codes IB service quality dimensions reliability IB information quality dimensions reliability IB system quality dimensions reliability Demographic characteristics of the respondents Descriptive statistics & frequencies of the communication variable indicators Descriptive statistics & frequencies of Customer needs variables Descriptive statistics & frequencies of variables of question B (1-5) Descriptive statistics & frequencies of variables of question B (6-10) Descriptive statistics & frequencies of variables of question B (11-16) Descriptive statistics & frequencies of design & Features variables Descriptive statistics & frequencies of Information qualities & prices knowledge Descriptive statistics & frequencies of accessibility & performance indicators Descriptive statistics & frequencies of assurance & privacy Descriptive statistics & frequencies of Technology & Technical variables Findings of all variables in questions group B CSI results for functional related dimensions CSI results for services related dimensions Satisfaction levels of IB customers Dissatisfaction % of each variable according to the total respondents
12 29 33 34 34 48 49 50 51 52 53 55 56 57 59 60 61 62 63 68 73 74 77 77
List of Figures 2.1 2.2 2.3 2.4 3.1 4.1 4.2 6.1 6.2
The Summary Model of the Conceptual Framework ECSI/EPSI Model The Gap Model The Research Model – IBSQ Sampling Techniques Model Nordea Bank Branches Nordea private customers CSI in Sweden Weighting scores classification of the function related variables Weighting scores classification of the service related variables
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8 17 19 20 28 38 40 75 76
List of Abbreviations ACSI: American customer satisfaction index ATM: Automated Teller Machine. CSI: Customer Satisfaction Index E-banking: Electronic banking E-commerce: Electronic commerce EFQM: European Foundation for Quality Management EOQ: European Organization of Quality EOU: Ease of use EPSI: European Performance Satisfaction Index e-SELFQUAL: Electronic self-service quality. e-SQ: Electronic service quality IB: Internet Banking IMP: Continuous improvement PFIs: Priorities of improvement REL: Reliability RES: Responsiveness SEC: Security SSTs: Self Service Technologies SQI: Swedish Quality Index TAM: Technology Acceptance Model UNCITRAL: United Nations Commission on International Trade Law. USE: Usefulness WOM: Word of mouth
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1. INTRODUCTION This chapter introduces the subject in which the thesis focuses on. It begins with describing the background of the problem, focusing on the internet banking, customer satisfaction and earlier studies, which discussed in the problem discussion and concluded within the research questions and research purpose. Limitations follow that and finally definitions of the central concepts presented.
1.1 Background 1.1.1. Internet Banking The advent of electronic commerce at the turn of this century brought about a revolution in business processes and redefined the notion of customer. The most important technology and business innovations that enabled this revolution are the extension of the Internet to the Web and the electronic transaction of business known as e-commerce (Bean, 2003). And so far, technological advances have made revolutionary changes and significant impact on the banking sector in recent years when computers were produced. Jahankhani, et al. (2009, p.159) defined internet banking (IB) as “a system that allows bank customers to access their bank accounts and other financial information through a personal computer system via internet, it is one of the convenient ways in the modern era”. Jahankhani, et al. (2009, p.160) furthermore, classified IB services into three main types; informational, communication and transactional. Informational services help customers to collect required information about the bank services and personal information about their accounts. Communication services enable customers to communicate with the bank through asking questions and receiving answers, by several forms e.g. e-mail or two-way communication automotive system. Finally through IB transaction services, customer can gain huge services e.g. checking personal account, paying bills, ordering electronic cards, domestic and international money transferring between accounts, and stock exchange. As a result to the spread of IB, traditional bank terms have recently been modified by few modern adjectives; cash has become “CyberCash”, check has become “electronic check”, banking is now “online banking”, signature verification has become “digital signature verification” (SCN Education, 2001). Moreover, IB promises multiple benefits both for the financial institutions and clients (Stewart, 2002). IB services have helped to reduce costs of financial institutions as well as 1
helped client to use the service at any time and from virtually anywhere with access to an internet connection (Veneeva, 2006). As a result of the IB business success, the rapid diffusion of the internet, in particular, has revolutionized the delivery channels used by the financial services industry, and in the last few years, a large number of banks have launched web sites, offering online banking services, and now it is easy to find the web-based banks. Challenges appear also, as IB more related to the personal financial issues. The use of electronic banking has removed the banking personnel that facilitate the transactions and has placed additional responsibilities on the customers to transact with the service (Lassar et al., 2005). For that, banks have to provide certain trust elements, and high quality of service to make their customer more satisfied. It can be concluded from the above that IB has become an essential part of the banking business. In the light of the internet banking connection with e-commerce and due to the technological development, new features in IB services and several challenges have appeared e.g. trust elements, security issues, convenience, and technological challenges. These challenges make it essential for banks to track customers’ satisfaction in order to maintain and develop market share. 1.1.2 Customer Satisfaction Kotler and Keller (2006, p.144) defined customer satisfaction as: “person´s feelings of pleasure or disappointment resulting from comparing a product´s perceived performance (or outcome) in relation to his or her expectations. Cochran (2003, p.2) stated that organizations interested in quantifying customer satisfaction should make data-gathering and analysis tools to better understand these elusive and ever-changing perceptions. They can modify their products and operations to monitor customer satisfaction. And Hill, et al (2007, p.39) agreed that improving customer satisfaction is very difficult, and maintaining a sustained improvement in customer satisfaction over a few years is exceptionally challenging and will not happen unless the organization has a customer satisfaction measurement methodology that is totally suited to the task. According to Baker (2003, p.227) dissatisfied customers pose numerous potential problems for organizations, like; negative word of mouth, and reduced change of repeat lower brand loyalty. All of these problems affect negatively the measurement of any business, e.g. profit and market shares.
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In addition, by developing customer satisfaction, customer loyalty will increase in return and that also will increase the word of mouth (WOM), which has a great impact to attract more customers and produces growth in total market share. According to banks’ perspective, Nordea (2010a) demonstrated that banks enhance customer satisfaction to drive further income growth. As banks understand the importance of their customer satisfaction, they arrange annual survey to identify their customers’ satisfaction index (CSI), and CSI program enable banks to meet the best customers to share ideas, discuss and ask for suggestions on how to help them to manage their private finances (Amofah & Ijaz, 2005). 1.1.3 IB customer satisfaction in earlier studies Going through previous studies in the field of IB, using different search ways like the university library and number of online searching engines i.e. Essays.com, Libris and DiVA Skövde, 49 theses related to IB and mostly to adoption issues have been found, while just four of them are related to customer satisfaction, which are: Saha and Zhao (2005) used both quantitative and qualitative methods, to find out how customer´s perceived service quality in IB and how it is related to the customer satisfaction; this study covered just customer perspective. The second thesis by Jansson and Letmark (2005) aimed to find out if the increase in using of IB affects customer loyalty, measuring both banks’ and customers’ perspective by using interviews and survey as main data collection methods. Moreover, Alam and Khokhar (2006) in their qualitative study focused on customer loyalty as an outcome of customer satisfaction from banks´ perspective while customer perspective was not covered in this study. Finally, the qualitative research conducted by Steinhagen and Kerrebroeck (2006) examined how web-based banks achieve customer loyalty from banks perspective also, using semi-structured interviews. By searching through web periodicals and scientific magazines, six more articles which deal with the IB and customer satisfaction have been collected from; Business Process Management Journal, International Journal of Bank Marketing, International Journal of Marketing Studies, Journal of Internet Banking and Commerce and Journal of Retailing and Consumer Service. Two of those six articles focused on the Finish market, and the other four studies covered emerging markets; China, India, Jordan, and Kuwait.
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A qualitative study conducted by Laukkanen (2007) investigated customer value perceptions in Finland. The purpose of the study was to compare customer perceived value and value creation between internet and mobile bill paying service. Another qualitative study by Mäenpää, et al. (2008) examined the moderating role of familiarity, i.e. the amount of accumulated IB experience, in consumer perceptions, by interviewing Finish IB users. Referring to consumer satisfaction in IB, Liao and Cheung (2008) conducted a quantitative study to find out the service-quality attributes internet banks must offer to induce consumers to switch to online transactions and keep using them, by measuring the customers´ perspective of one of the Chinese Banks in Hong Kong. A critical case study by Safenna, Abdullah & Date (2009) measured the Indian customer´s perspectives value on IB adaptation, by conducting quantitative study on a convenience sample from the IB users. Other critical case study by Ala`Eddin and Al-Zu’bi (2011), aimed to explore the adoption of e-banking functionality and investigates the impact of e-banking on the outcomes of customer satisfaction i.e. loyalty and positive WOM within the Jordanian Commercial Banks, from the customer point of view. Finally, Riquelme et al. (2009) in their quantitative research about IB customer satisfaction and online service attributes in one of the largest banks in Kuwait; to identify which customer service and online attributes predict overall satisfaction, to determine if satisfied customers use more online banking features than less satisfied customers and to identify characteristics of less satisfied customers, from the customers point of view. In the light of the literature review in this section, several gaps regarding the measurement of factors that influence customer’s satisfaction in internet banking were identified, as most of the found studies are related to the adoption of IB and its issues, while a few of them are related to customer satisfaction measurement. In addition, all of those studies measured the customer satisfaction with a focus on the functional related issues e.g. Servqual dimensions, while none of them measured the service related issues e.g. payment methods and real services offered to the IB users. Moreover, none of them covered the gap between the bank and customers´ perspectives.
1.2 Problem Discussion In the modern market, no matter domestic or international ones, banking and financing is one of the major forces in business trades activities. In other words, banking can be viewed as one of the most traditional and sophisticated sectors in the economy and business markets (Hua, 2009). From the earlier discussion in the background, after adoption of Internet banking systems, banks offer
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core of new services to their customers, which makes the transactions easier, less cost, and time saving. In addition, some of the IB factors may have negative impacts on customer satisfaction e.g. security, convenience, and service quality. Moreover, customer satisfaction measurement is one of the most important issues concerning business organization of all types, and it is the main principle of continuous improvement of modern enterprises (Grigoroudis & Siskos, 2010), which clarifies the importance of continuous marketing research for developing the banking sector. In the light of the identified gaps in the earlier studies, the lack of investigation in this particular area, the importance of IB, and its positive and negative influence on the customer satisfaction, this research is an attempt to cover these gaps by identifying and analyzing the main factors that influence the IB customers’ satisfaction, regarding three different levels; service, information and system level, from both customers’ and banks’ perspectives. Moreover, service related issues were measured by the authors in addition to the functional related issues.
1.3 Research Question The problem discussion along with the identified gaps in the earlier studies led the authors to the following research question which is examined in this thesis. How the factors created by internet banking influence the customers’ level of satisfaction?
1.4 Research Purpose The purpose of the business research is to advance knowledge and increase understanding by providing reliable procedures that help managers to solve business problems (Coldwell and Herbst, 2004). Thus the aim of this thesis is to extend, develop knowledge and gain a better understanding of the impact of IB on customer satisfaction. In reference to the research problem and purpose the following steps have been developed: 1. Identifying IB services and factors that affect the customer satisfaction. 2. Measuring customer satisfaction level of IB depending of functional and services related factors. 3. Finding out how the bank perceives the IB service quality.
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1.5 Limitations There are some limitations defined within this study that need to be discussed. First, the time limit which was three months, the high expenses and the large area scale of Sweden made it hard to conduct a comprehensive marketing research, covering all the Swedish banks, thus Nordea bank was chosen to conduct this study. Secondly, non-probability sampling techniques were used due to the bank privacy policy which prevents disclosing customers database, therefore results obtained from this study cannot be generalized to a wide range of similar situations. Thirdly, the population of the IB users of Nordea bank was unknown to the authors for two main reasons, first the absence of IB users’ database, second using the web technique in distributing the survey through a social web site (The Facebook). Although the loyalty is a part of the EPSI model, it is not concerned in this thesis as it is covered in the earlier studies and it is the output of customer satisfaction according to Alam and Khokhar (2006), while this study aimed to measure the influence of IB services on customer satisfaction. Compared to the importance of carrying out this type of study to find out satisfaction levels of customers and hence make necessary adjustments in case of any weaknesses or strengths, the above limitations are less significant.
1.6 Definitions of central concepts Customer Satisfaction: ‘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. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted’ (Kotler and Keller, 2006)
Customer Loyalty: ‘Measure of commitment based on obligation or, in consumer preferences, degree of satisfaction’ (Business Dictionary, 2011). CyberCash/ CyberCoin: ‘Is the first digital system designed to let conventional credit card be used securely over the World Wide Web, by which the merchants would never be able to see the credit card number of their customers’ (Garfinkel & Spafford, 2002). ‘It is an electronic payment protocol’ (Columbus, 1999).
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Digital Signature Verification: ‘it is the process of checking the digital signature by reference to the original message and a given public key’ (UNCITRAL, 2001). Bank ID security application is a clear example. Dual income families: they are the dual-employed households (Barnet and Rivers, 1998), and those type of families facing extra time pressures associated with their everyday activities such as banking, shopping and paying bills (Gay et al., 2007) E-Banking: ‘Is a several types of services through which bank customers can request and carry out retail banking services via computer, ATM or mobile phone’ (Klein, 2005) E-Commerce: ‘All financial and informational electronically mediated exchanges between an organization and its external stakeholder’. (Chaffey et al., 2009) Internet Banking: ‘Internet banking refers to the provision of electronic banking services via the Internet, commonly through a personal computer (PC) or other access devices with Internet capabilities’ (Gkoutzinis, 2006). PC On-line Banking: Similar to the IB, uses the PC as access medium but it requires customers to install proprietary bank dial-up services or prepackaged finance software in their PC prior to dialing into the bank´s intranet.
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2. THEORETICAL FRAMEWORK This chapter is a review of theories and concepts related to e-commerce in general, IB in focus, customer satisfaction and the factors that influence these concepts, depending on different theories and models presented in previous studies to identify estimated dimensions of IB service quality. A new model is developed with the inspiration of the European customer satisfaction model, the Gap model and previous related literatures. The following figure is a summary of the used concepts to cover the research issues. It represents the used theoretical framework in order to identify the secondary data needed for the research purpose and to develop the research model. 2.1 Banking
2.2 E-Banking
2.4.1 Measuring Customer Satisfaction
2.4.2.1 Dimensions of e-SQ
2.4 Customer Satisfaction
2.3 Internet Banking (IB)
2.4.2 Customer Satisfaction Models
2.4.2.3 European Customer Satisfaction Index (EPSI/ECSI)
2.4.2.4 The Gap Model
2.5 Applied Conceptual Model
Fig. 2.1: The Summary Model of the Conceptual Framework
2.1 Banking ‘A Bank is an institution whose current operations consist in granting loans and receiving deposits from the public’ (Freixas and Rochet, 1997), ‘It is a financial intermediary that offers loans and deposits, and payment services’ (Casu, et al., 2006). Banks have an important function in the economy because of the demand for different monies; for divisible, law-risk, short-term liabilities, for indivisible, risky, long-term capital, and for project monitoring which made banks play a vital role in the resource allocation process (Freixas and Rochet, 1997). Furthermore, banks play a
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second important role in the economy after facilitating purchasing of goods and services by allowing people to buy in credit (Mankiw, 2009). According to Pride, Hughes and Kappor (2009, pp.544-545) innovation, customer needs and banking modernization leads to a huge change in the banking services, most of those changes, which can enhance the e-Banking and experts do agree are; a reduction in the number of banks, and financial institutions because of consolidation and mergers, globalization of the banking industry, the importance of customer services as a way to keep customer from switching and continued growth in online banking.
2.2 E-Banking In recent years, a number of financial products have been developed, regarding to the rapid technological progress and financial market development. Casu, et al. (2006, pp. 31-32) stated that, e-banking is now regarded as part of an overall distribution strategy particularly in the retail banking, and it is offered by all major banks. They further identified the e-banking distribution channels; ATM, Telephone banking, On-line PC-banking and Internet banking. Milutnovic and Patricelli (2002, p.85) identified also, WAP based mobile network, SMS and Fax messages, Multipurpose information kiosks, and Web TV as others e-banking channels.
2.3 Internet Banking (IB) Many reasons behind appearing and developing of the financial software pakages such as Quicken, Microsoft Money, and Peachtree, which assists the spread of the home IB services e.g. the increase in penetration of personal computers in home segments (Bhasker, 2007), the convenience of modern living i.e. dual income family, the rise of the 24-hours culture and propensity to use emeans (Gay et al., 2007). And according to Cronin (1998, pp.42-45) On-line banking has been plagued by poor implementations since the early 1980s, and in October 1984 Intuit software provider introduced Quicken financial software, which allowed users to organize, understand and manage their personal finances. In 1990, Intuit launched bill-payment services. Nowadays, Cybernet platforms enabling users to conduct banking operations from whatever location is; home, offices, cyber-café or anywhere in the world where there is internet connection and the service is available round the clock for 365 days a year. (Suresh and Paul, 2010)
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About the benefits, IB can be used as an important strategic tool for banks to safeguard long-term competitiveness, cost-efficiency and improve their profitability (Casu et al., 2006). From the customer side, IB services have helped to reduce costs of financial institutions as well as helped client to use the service at any time and from virtually anywhere with access to an internet connection (Veneeva, 2006), enables customers to process more financial transactions (Milutnovic & Patricelli, 2002), save money, avoid service personal, flexibility and more privacy (Green, et al., 2005). Furthermore, IB services belongs to the rapidly development group of self-service technologies (SSTs). The disadvantages with SSTs typically related to the technological failure, process failure, poor design which results in confusion and customer-driven failure (Green, et al., 2005).
2.3.1 Internet banking services According to (Casu et al., 2006; Cronin, 1989; SCN Education, 2001; and Nordea, 2011d) IB services classified into three main categories as follow: 1. Services just appear within PC banking (On-line & Internet Banking): i.e. loading of e-money (Cyber-Cash) such as PayPal, digital signature verification and e-check. 2. Services appear when using PC banking and may appear while using e-Banking: i.e. loading of prepaid cards. 3. Common services between IB and branches i.e. general information on banks products and market developments, account balance information, money transfer to other account, international money transfer, direct debits, standing orders, credit and debit card requests, new check books orders, investment advice, securities transactions and deposits business, insurance products, college and mortgage loan planning, loan applications, retirement planning, stock trades and auto paying order.
2.4 Customer Satisfaction Satisfaction is a customer´s emotional response to his or her evaluation of the perceived discrepancy between his or her prior experience with the expectations and the actual experienced performance as perceived after interacting with the organization and interacting with its product/ services (Varvra, 2002). According to Grigoroudis and Siskos (2010, p.1) the importance of customer satisfaction for business organizations has been increased in the recent decades. Gilbert
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and Veloutsou (2006, p.305), accepted that the perception of customer service quality has well been demonstrated to be key to customer retention and the long-term financial success of most Chaffey et al. (2009, p.337); Kotler & Keller (2006: p.144) refer that highly satisfied customer generally become more loyal and stays loyal longer. Customer satisfaction measurement also provides a sense of achievement and accomplishment for all employees involved in any stage of the customer service process (Wild, 1980; Hill, 1996, as cited in Grigoroudis and Siskos, 2010). 2.4.1 Measuring Customer Satisfaction Customer satisfaction measurement is now considered as the most reliable feedback, which it provides in an effective, direct, meaningful and objective way the customers' preferences and expectations (Grigoroudis and Siskos, 2010). Hill, et al. (2007, p.3) pointed out that, the benefits of obtaining objective and accurate measures of customer satisfaction, as follow: Understand how customers perceive the organization and whether its performance meets customers’ expectations. Identify priorities for improvement (PFIs): areas where improvements will produce the greatest gain in customer satisfaction. Undertake a cost-benefit analysis to assess the overall business impact of addressing the PFIs. Pinpoint ‘understanding gaps’ where the staff has a misunderstanding of customer’s priorities or their ability to meet customer needs. Set goals for service improvement and monitor progress against a customer satisfaction index. Benchmark the organization performance against that of other organizations. Increase profits through improved customer loyalty and retention. According to Gilbert and Veloutsou (2006, p.299), there is no universally accepted customer satisfaction method or measurement scale that exists. Pedrajas et al., (2010, p.692) stated that customers compare the product performance against their expectation, which causes positive, negative or zero disconfirmation. Next the expectation sets the initial satisfaction level and positive (negative) disconfirmation will increase (decrease) the satisfaction level. Mullins et al. (2008, p.438) agree that measures of customer satisfaction to be useful analytical tools, should examine both (1) customers’ expectations and preferences concerning the various dimensions of product and service quality, (2) customers’ perceptions concerning how well the firm is meeting those expectations. Other dominance approach to measure the customer satisfaction is, for example, the
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performance-only approach that measures both technical and functional service features related to transitional-specific service satisfaction (Gilbert and Veloutsou, 2006). 2.4.2 Customer Satisfaction Models As mentioned above there is no universally accepted customer satisfaction method or measurement scale that exists (Gilbert and Veloutsou, 2006). Thus, this research will focus on the most dominant models conducted by previous literatures, in order to develop the appropriate conceptual framework of this study. 2.4.2.1 Dimensions of E-Services Quality By adopting e-service and shifting service delivery from face-to-face contacts to electronic mediation the interactions between customers and service personnel have been minimized or disappeared totally. As a result, several dimensions fundamental to face-to-face service quality become substantially less relevant, such as tangibility and reliability (Ding, Hu and Sheng, 2011). There are significant differences between the traditional service and internet service experiences, and that is the reason made the traditional service scales are not appropriate for measuring electronic service quality (Praeg and Spath, 2011; Sahadev and Purani, 2008), and that is what make understanding and measuring electronic service quality including its dimensions become crucial (Akinci, et al. (2009, p.232). The next tables will show the most developed e-service and IB service quality dimensions, as starting from the e-SQ model of Zeithaml, et al. (2000) as cited in Krishnamurthy (2005, pp. 97100) till IB service quality dimensions as stated by Ala’Eddin and Al-Zu’bi (2011, p. 59). Dimensions 1
Accessibility/ Ease of navigation/ Ease of use/ Usability/ Control/ Usefulness
Description
Applied in
Refers to user friendliness while using the IB services, loading/ transaction speed, search capability and easy navigation (Yang, Peterson and Huang as cited in Saha and Zhao, 2005) in addition, to all those factors related to the ability to get on the site easily and moving quickly back and forth through the Web-page when needed (Krishnamurthy, 2005)
12
e-SQ X
IB X
Literatures Zeithaml et al. (2000); Madu & Madu (2002); Santos (2003); Kenova & Jansson (2006); Liao & Cheung (2008); Kassim & Abdullah (2010); Ladhari (2010); Ding, Hu & Sheng (2011); Ala’Eddin & Al-Zu’bi (2011).
2
Appearance/ Site organization/ Design/ Layout/Structure / Site aesthetics
Refers to aesthetics features and content as well as structure of online catalogues (Cai and Jun, 2003 as cited in Ladhari, 2010). This dimension includes content, organization, and structure of the site, which are visually appealing, fascinating, and pleasing to the eye (Kassim & Abdullah, 2010)
X
X
Santos (2003); Herington & Weaven (2008); Kassim & Abdullah (2010); Ladhari (2010); Ala’Eddin & Al-Zu’bi (2011).
3
Assurance/trust
That involves the confidence that the customer feels in dealing with the site. It affects by the reputation of the site, the products and services that it sells. The provider's develop assurance through the policy statements, quality awards and consumer testimonials (Krishnamurthy, 2005).
X
X
Zeithaml et al. (2000); Madu & Madu (2002); Kenova & Jansson (2006); Kassim & Abdullah (2010).
4
Communication/ Contact/ Customer service
Refers to keeping customers informed in a language they can understand (Charantimath, 2004), or the ability to communicate in an understandable way that is natural to the customer (Bergman and Klefsjö, 2010). Aaronson et al., 2006 concluded that communication efficiency, communication process and channels are important tools to improve service quality of online banking. Ala’ Elddin and Al-Zu´bi (2011, p. 51) referred that feedback/complaint management is one of the six quality dimensions of the IB as considered by Joseph et al. (1999).
X
X
Santos (2003); Saha and Zhao (2005); Parasuraman et al. (2005) Kenova & Jansson (2006); Ding, Hu & Sheng (2011).
Content/ Information quality.
Refers to the adequacy and accuracy of the Useful information, concise non-repetitive information (Santos, 2003) users get when visiting a web site (Collier and Bienstock, 2006; Fassnacht and Koese, 2006; Ho and Lee, 2007; Yang et al., 2005 as cited in Ladhari, 2010). The adequacy of information dimension measure by items referring to comprehensiveness, content completeness, sufficiency, and detailed contact (Ladhari, 2010)
X
X
Santos (2003); Ladhari (2010); Ala’Eddin & Al-Zu’bi (2011).
6
Continuous improvement/ Technology update
Such an attribute would be fundamental to competitive advantage in business areas characterized by rapid technological and institutional change (such as Internet banking), especially with regard to product-service innovation and enhancement to increase demand (Liao and Cheung, 2008)
X
X
Liao & Cheung (2008); Saha & Zhao (2005).
7
Convenience
The measure for this factor consists of; access anytime and anywhere, no queue, save time as compared to conventional banking, e-banks transaction is easy to use, user friendly, easy login, check transaction details and statement regularly (Ala’Eddin & Al-Zu’bi, 2011).
X
Ding, Hu & Sheng (2011); Ala’Eddin & Al-Zu’bi (2011).
5
13
8
Customization/ personalization/ Interactivity
The objective of web personalization systems in ecommerce is to identify customers online, understand and predict their buying patterns, identify what they need without requiring them to ask for it explicitly, and deliver appropriate offers in personalized formats directly to them (Berthouze, 2003). This refers to the level of service provided and relate to the empathy dimension of service quality (Srinivasan, 2009)
X
X
Zeithaml et al. (2000); Madu & Madu (2002); Saha & Zhao (2005).
9
Efficiency
Means that the site is easy to use, structured clearly, and requires a minimum of information to be inserted by the consumer (Krishnamurthy, 2005)
X
X
10
Empathy
Even though there is no direct human interaction in virtual operations, certain elements of human contact are involved, though e-mail communication. Providing individual attention to customer concerns and requests rather than the generic auto replay (Madu and Madu, 2002)
X
Zeithaml et al. (2000); Santos (2003); Saha & Zhao (2005); Parasuraman et al. (2005); Kenova & Jansson (2006); Herington & Weaven (2008). Madu & Madu (2002).
11
Features
Deals with added touches, bells, whistles or secondary characteristics that the product or service possesses, and extra features present in the product or service (Madu and Madu, 2002)
X
Zeithaml et al. (2000).
12
Flexibility
X
Zeithaml et al. (2000).
13
Fulfillment/ Customer needs/intention
In e-commerce refers to the availability of choice for paying for an order, choice of ways to ship an order, choice of ways to order and a choice of different ways in which to search and return items (Krishnamurthy, 2005). Refers to the performance of a promised service in an accurate, timely manner and to the delivery of intact and correct products (or services) at times convenient to customers (Yang and Jun, 2002 as cited in Ladhari, 2010)
14
Incentive program
It is the encouragement given by Web providers to consumers to browse and use the Web site, including rewards for doing do, some discount or fees reduction (Santos, 2003)
X
Santos (2003).
15
Linkage
This refers to the number and quality of links that a Web site offers (Santos, 2003). There is a common agreement among respondents and researchers (Abels et al., 1999 as cited in Santos (2003, p.240) that set up the proper links, avoid broken links and maintain these links frequently are equal in importance to avoid customer dissatisfaction.
X
Santos (2003).
X
X
Saha and Zhao (2005); Parasuraman et al. (2005); Kenova & Jansson (2006); Herington & Weaven (2008); Kassim & Abdullah (2010); Ladhari (2010); Ding, Hu &
Sheng (2011).
14
16
Logistic/ technical equipment.
17
Performance/ Speed
18
Price knowledge/ fees
19
This related to logistical or technical equipment related issues, i.e. technological device assists customer to log in into his/her account, its accuracy, usability and efficiency. Saha and Zhao (2005, p.79) stated that logistical or technical equipment factor has never been identified by previous research in the IB service sector. In e-business, slow performance can be as devastating as nor performance at all. Network delays and application bottlenecks affect customer satisfaction, user productivity and business level (Shelly and Rosenblatt, 2010)
X
Saha and Zhao (2005).
X
X
Zeithaml et al. (2000); Ala’Eddin & Al-Zu’bi (2011).
According to Krishnamurthy (2005, p.100) price knowledge is related to how clearly the provider informs customers about prices when using services. The role of fees and price were assessed by measuring; e-banks lower transaction fees, annual subscription fees or other related fees and if those prices or fees are acceptable by the customer (Ala’Eddin & Al-Zu’bi, 2011)
X
X
Zeithaml et al. (2000); Ala’Eddin & Al-Zu’bi (2011).
Reliability
Referring to the consistency of performance, including punctuality and precision in terms of information and invoicing procedures, and doing what the organization promised to do i.e. doing what organization have promised (Bergman and Klefsjö, 2010).
X
X
Zeithaml et al. (2000); Madu & Madu (2002); Santos (2003); Saha & Zhao (2005); Liao & Cheung (2008); Ladhari (2010).
20
Reputation/ WOM
That is derived from the past experience, perception of the site's performance and other unexplainable intangibles that customer may perceive (Kassim and Abdullah, 2010)
X
21
Responsiveness
Refers to the willingness and ability of the service provider to meet and adapt to customer needs, for example, a service provider may be willing to deliver outside of normal delivery times, and perhaps may have systems for responding to customer complaints on the same day (Lancaster and Massingham, 2011).
X
X
Zeithaml et al. (2000); Madu & Madu (2002); Saha & Zhao (2005); Parasuraman et al. (2005); Kenova & Jansson (2006); Liao & Cheung (2008); Ladhari (2010); Ladhari (2010).
22
Security /Privacy/ System integrity
The fear of criminals hacking into personal account, errors on the input or transmission or execution or if banks’ system go down, and using personal passwords to make unauthorized transactions, are all crucial concerns of consumers in relation to IB. (Tan, 2004) . Consumers feel trust towards a transaction when they believe that the internet bank and the associated infrastructure are able to protect their personal information during transaction and storage. (Kautonen & Karjaluoto, 2008).
X
X
Zeithaml et al. (2000); Madu & Madu (2002); Santos (2003);Saha & Zhao (2005); Parasuraman et al. (2005); Kenova & Jansson (2006); Liao & Cheung (2008); Ladhari (2010); Ala’Eddin & Al-Zu’bi (2011).
15
Madu & Madu (2002); Kassim & Abdullah (2010).
23
Serviceability/ Support
24
Storage capability and Policies
25
System availability
This deals with the ease of servicing the product or service when necessary or resolving conflicts and complaints from customers, and other issues deal with service after sales (Madu and Madu, 2002). And according to Santos (2003, p. 241) stated that support is constituted by the technical help, user guidelines, and personal advice through friendly guidelines, help pages and frequently asking questions (FAQs). This refers to how is it easy for customers to retrieve information when needed and how is the customer oriented the Web store policies i.e. online banking users may want access to download their transaction information for a period of a year. Does the site have capability to store the information and make it easily available to its customers? (Madu and Madu, 2002) According to IEC 50 (191) as cited in Bergman and Klefsjö (2010, p. 151), it is the of an item ability to be in a state to perform a required function under given conditions at a given instant of time, assuming that a required external sources are provided. By other word, it is all information and services customer expects to reach through the web services at a given instant of time
X
Madu & Madu (2002); Santos (2003)
X
Madu & Madu (2002).
X
Parasuraman et al. (2005); Kenova & Jansson (2006).
Table 2.1 Dimensions of electronic services and IB service quality ** * Discussion of the chosen dimensions will be in the applied model (Part 2.5) 2.4.2.2 The European Customer Satisfaction Index (ECSI)/ the Extended Performance Satisfaction Index (EPSI) In recent years there has been an increase interest in measuring customer satisfaction on a national and international scale (Bergman and Klefsjö, 2010). The Swedish index was first reported in 1989, and that was called The Swedish Customer Barometer (SCSB) (Fornell, 1992; Vavra, 1997; Bergman & Klesfjö, 2010). According to Bergman and Klefsjö (2010) the width and depth of the investigation have been enlarged in a number of steps since 1989. In 1992, Fornell developed a model describing customer behavior, on which the Swedish Quality Index (SQI) is built on and in 2000 Eklöf described the present version of the SQI. In 1994, the University of Michigan and the American Society of Quality (ASQ) developed and introduced the first American Customer Satisfaction Index (ACSI) to measure customer satisfaction at the national level (Evans and Lindsay, 2008; Besterfield, et al., 2011). The ACSI model is a cause-and-effect model with indices for drivers of satisfaction on the left side (customer expectations, perceived quality and perceived value), satisfaction (ACSI) in the center, and outcomes of satisfaction on the right side (customer
16
complaints and customer loyalty, including customer retention and price tolerance) (The American Customer Satisfaction Index (TM, 2011). In 1999, under the lead management of the European Commission, European Organization for Quality (EOQ) and European foundation for Quality Management (EFQM) developed the Extended Performance Satisfaction Index (EPSI), which is known formerly as the European Customer Satisfaction Index (ECSI) (Willemsen, 2010). The EPSI rating framework is a structural equation model. The model stipulates that perceived value, customer satisfaction and customer loyalty are driven by company image, customer expectations, product quality and service quality. Each of these seven variables is seen as latent, i.e. non observable (Jonker and Eskildsen, 2009). Each latent variable in the model is estimated based on empirical studies of current customers (Jonker and Eskildsen, 2009; Bergman and Klefsjö, 2010). According to the EPSI-rating (2010, p.17) the causal relationship can be represented graphically as illustrated above. Each “latent variable” in the basic structural model is presented in a red box together with its respective index value. Arrows indicate the direct effect on the feature to the right /underneath. The dashed line related to the variable “complaints” in fig 2.3 is supposed to influence loyalty at a certain level (Bergman and Klefsjö, 2010). Also According to Bergman and Klefsjö (2010, p.380) Variable of the EPSI can be measured as follow:
EPSI rating
Image
Customer Structural Model Customer Expectations
Perceived Value
EPSI Customer Satisfaction
Loyalty / Trust
Perceived Product Quality
Perceived Service Quality
Drivers
Complaints
Homogen eous
Fig. 2.2 EPSI/ECSI model. Source: EPSI-rating, 2011 Available at:
17
Financial Results
Image: here at least four questions are used about how customers in general perceive the organization.
This holds for aspects such as reliability, customer service, value for money,
professionalism and competence. Customer Expectations: here at least five questions are used concerning the respondent´s expectation of the supplier. This holds for aspects as range of products, personal services, safety, correctness, and additional services. Perceived Product Quality (PPQ: at least 3 questions are used there about, for instance, product contents, safety and technical function. Perceived Service Quality (PSQ): at least 3 questions are used here about, for instance, personal services and availability. Perceived Value (PV): At least 5 questions here are needed about the value of, for instance, product(s), service and support, availability, safety, security and added functions offered. Customer Satisfaction: here three questions are always used that aim to measure satisfaction at a general level, satisfaction in relation to expectation and satisfaction related to an ideal supplier. Loyalty: here at least two questions are used focusing on how plausible it is that the customer will choose the same supplier the next time, how the present supplier is talked about with friends and to what extent the supplier is recommended. According to Bergman and Klefsjö (2010, p.331) measuring claims or complaints does not, however, provide a relevant measurement of customer satisfaction, as consumers often refrain from complaining, the authors referred to several investigations show that only 5% of dissatisfied customers actually complain to their supplier (McNeale, 1994; Gustafsson, 2009, as cited in Bergman and Klefsjö, 2010) Complaints: from the previous figure, the main consequences of customer satisfaction in the ECSI are complaints and customer loyalty. Here questions have to measure the complaints frequency and the manner in which the supplier manages these complaints (Bartolo et al., 2007). 2.4.2.3 The Gap Model/ Conceptual Model of Service Quality Zeithaml et al (1990) as cited in Bergman and Klefsjö (2010, p.341) discuss a model explaining causes of customer dissatisfaction. This model focusing on deficiencies in fulfilling customer needs and expectations, and it is not of great use for the identification and satisfaction of unconscious customer needs (Bergman and Klefsjö, 2010), and it identifies five gaps that can cause problems in service delivery and influence customer evolutions of service quality (Lamb et al., 2008) as shown in fig. 2.4.
18
WOM
Personal Needs
Past experience
Expected Services GAP 5 Perceived Services Customers Service Providers Service Delivery GAP 4 GAP 1
GAP 3
External Communication to Customers
Service Quality Specification GAP 2 Management perception of customer expectations
Fig. 2.3 The Gap Model, as it was presented by Zeithaml, et al. (1990). Source: Bergman and Klefsjö (2010, p.342)
Gap 1: Results from the lack of understanding or a misinterpretation of the customers’ needs, wants or desires (Lamb et al., 2008). Because services have few clearly defined and tangible quality dimensions, Gap 1 is normally considerably larger in service companies than in manufacturing firms Argenti (2002, p.60) identified that this gap represents the difference between management’s perception of customer expectations and the actual customer expectations. Gap 2: This gap is the result of management’s inability to translate customer’s needs into delivery system within the firm (Lamb et al., 2008) and Bergman and Klefsjö (2010, p.342) clarified that this gap appears between the company’s perceptions of customer expectations and the service quality specifications. Gap 3: it is due to the inability of management and employees to do what should be done (Lamb et al., 2008), for instance sometimes the management really does understand customer´s expectations and does set appropriate specifications, and yet the service delivered by the organization does not reach the customer´s expectation (Bergman and Klefsjö, 2010) Gap 4: this is a clearly communication gap (Lamb et al., 2008), results according to the difference between the actual service delivery and what were promised to the customer through external
19
communications, such as advertising (Argenti, 2002). It is a risk of overpromising (Bergman and Klefsjö, 2010). Gap 5: that results according the difference between the expected service and the perceived service from the point of view of the customer (Argenti, 2002), this gap can be positive when the received service exceed expectations or negative in case of lower evaluation (Lamb et al., 2008) 2.5 The Research Model As the main aim of this study is to identify and measure the factors influences customer satisfaction while using internet banking, the focus here will be on the main dimensions that customer deals with when using the IB activities and related managerial process, which may affect his/her satisfaction level. The research model has been developed and concluded with the inspiration of EPSI/ECSI model (fig. 2.2), the Gap model (fig. 2.3) in addition the dimensions, which have been measured in the previous literatures and have direct effect on customer satisfaction. This model consists of two main sections; the upper section to find how customers perceive the value of IB services and the lower section to find how banks perceive customers’ expectations and deal with that.
IB Customer Expectations IB Service Dimensions
IB System Dimensions
IB Information Dimensions
Perceived Value
Gap 4
Perceived IB Services Quality
Customer Satisfaction Level
Complaints
Gap 1
Gap 5 IB Service Quality Specification
Gap 2
Gap 3
Service Delivery System
Management perception of customer expectations
Satisfied/ Oversatisfied
Dissatisfied
Customer Perception Bank Perception
Fig. 2.4: The research model, developed by the researchers: the factors influence customer satisfaction in IB (IBSQ Model).
20
2.5.1 Relationships between variables of the research model (IBSQ) as shown in fig. 2.3 Relationships within the used model start from the IB customer expectations, which represent the main factor to measure the total quality perceived value (Kotler & Keller, 2006; Grigoroudis & Siskos, 2010; Pedrajas, et al., 2010; Mullins, et al., 2008). The second variable is the management perception of customer expectations, and an interaction relationship occurs between the management and the customer expectations, and this represents the first gap. This relationship is important, as any lack of understanding or a misinterpretation of the customers’ needs, wants or desires may lead to unsatisfied customer (Lamb et al., 2008). After the management will collect the customer expectations they will translate it into the IB service quality specification, and here the second gap may occur according to the management’s inability to translate customer’s needs into delivery system within the firm (Lamb et al., 2008). But, if the management succeeds to translate the customers’ expectations to the system specification, it will lead to the service delivery system. Sometimes the services delivered by the organization do not reach the customers’ expectation (Bergman and Klefsjö, 2010) due to the inability of management and employees to do what should be done (Lamb et al., 2008), here the third gap will occur between the way the staff delivers services and customer expectations. The first three gaps here are all related to the managerial system and how it deals with the customer expectations through the steps of producing and delivering the service. As a result from the previous steps, the service quality by its three main dimensions will occur. At that point, customer will perceive the IB services service quality with its three dimensions under the effect of his/her expectations, and the result will be the perceived value (Kotler and Keller, 2006). Here the fourth gap may occur between customer expectations and perception in related to each of the perceived dimensions. The resulted perceived value will lead to customer satisfaction level as follows; if the expectations exceed the perceptions, the customer will likely be dissatisfied, and if both expectations and perceptions meet, customer will be likely satisfied. While customer will be over satisfy if the delivered services exceed his/her expectations. Finally, according to the ECSI/ EPSI, complaints may occur, furthermore, the fifth gap may occur between the customer complaints and how the management deals and translates them. The way bank deals with those complaints; there is an opportunity to satisfy dissatisfied customer by fixing a service or product breakdown (Barlow and Moller, 1996).
21
2.5.2 Dimensions of the research model as shown in fig. 2.3 Perceived quality dimensions were classified according to Pitt et al. (1995) as cited in Miller (2007, p.73) into three main groups; service, information and system quality dimensions. According to table 2.1, close related dimensions were combined together at the following classification: Perceived IB Service Dimensions: composed of those dimensions, which are mostly related to the nature of service offered by the bank.
Communication: to measure communication efficiency, communication process, channels (Aaronson et al., 2006) and feedback/complaint management level ( Ala’ Elddin and Al-Zu´bi, 2011) in a language customer can understand (Charantimath, 2004).
Customer needs: and that includes four sub-dimensions Fulfillment to measure suitability of the IB services to the customer needs in an accurate and timely manner (Yang and Jun, 2002 as cited in Ladhari, 2010), Responsiveness: to measure how the customer perceive willingness and ability of bank to deliver outside of normal delivery times, and perhaps may have systems for responding to customer complaints on the same day (Lancaster and Massingham, 2011). Customization: to measure level of personalized services to customer i.e. ability to deliver appropriate offers in personalized formats directly to the customer (Berthouze, 2003), and Flexibility: as Beamish and Ashford (2007, p.245) mentioned that, as a result of the success of IB, banks are aiming to create further flexibility and offer incentives to encourage customer to use IB, which show the importance of flexibility in choosing IB services and to influence customer satisfaction, and it is used to measure the availability of choice for paying methods according to the customer needs and experience (Krishnamurthy, 2005).
Total customer experience: this dimension was not used in e-SQ or with the IB measurement; it is related to each of the IB services and used to measure the level of satisfaction for the IB services offered by the bank, depending on customer previous experience. As Besterfield, et al. (2011, p. 46) agree, there are so many facets to a customer’s satisfaction with a product or service that need to be measured individually to get an accurate total picture of customer satisfaction services.
Perceived IB Information Dimensions
22
Design & Features: it is used to measure the content, organization and structure of the site, which are visually appealing, fascinating and pleasing to the eye (Kassim & Abdullah, 2010).
Information Quality: which includes Total information quality to measure adequacy and accuracy of the useful information (Santos, 2003), it is referring also to comprehensiveness, content completeness, sufficiency and detailed content (Ladhari, 2010), and Price Knowledge to measure how clearly the Bank informs customers about prices when using IB services (Krishnamurthy, 2005), including e-banks transaction fees, annual subscription fees or other related fees and if those prices or fees are acceptable by the customer (Ala’Eddin & Al-Zu’bi, 2011).
Perceived IB System Dimensions
Accessibility & Performance: to measure loading/ transaction speed, search capability and easy navigation (Yang, Peterson and Huang as cited in Saha and Zhao, 2005); the ability to get on the site easily when needed (Krishnamurthy, 2005) and how customer perceive slow performance and network delay (Shelly and Rosenblatt, 2010)
Assurance & Privacy: to measure the confidence that the customer feels in dealing with the site (Krishnamurthy, 2005), and how customers perceive if the bank and the associated infrastructure are able to protect their personal information during transaction and storage (Kautonen & Karjaluoto, 2008).
Technical and technological update: include measuring Storage Capability: this refers to how easy it is for customers to retrieve information when needed, and how is the customer oriented about the web store policies i.e. online banking users may want access to download their transaction information for a period of a year (Madu and Madu, 2002). Technical equipment: to measure logistical or technical equipment related issues, i.e. technological device assists customer to log in into his/her account, its accuracy, usability and efficiency (Saha and Zhao, 2005), and Technology update: to identify the level of technological update perceived by the customer (Liao and Cheung, 2008).
23
3. METHODOLOGY This chapter discusses the methodology and what it consists from, the research method to show what method is suitable for this research, the research approach, the data collection method, the analysis, and finally the trustworthiness which explains how validity and reliability can be achieved.
3.1 Research Method According to Creswell (2003, p.18) research methods all contribute to be qualitative, quantitative, or mixed. Quantitative method: uses numbers and statistical methods, and tends to be based on numerical measurements of specific aspects of phenomena (Thomas, 2003, p.2). Qualitative method: is an inquiry process of understanding based on distinct methodological traditions of inquiry that explore a social or human problem (Creswell, 1994 as cited in Klenke 2008). Mixed methods: is an intellectual and practical synthesis based on qualitative and quantitative research; it is the third methodological or research paradigm (Johnson, Onwuegbuzie and Turner, 2007).
Choice of Research Method In the light of the research gap presented in the earlier studies, most of the studies used either quantitative or qualitative methods to measure customer satisfaction of IB users. To cover this gap this thesis uses the mixed methods by conducting quantitative and qualitative methods. Secondly, the choice of this method came out to the researchers because of the importance of mixed methods. As Johnson, Onwuegbuzie and Turner (2007) showed this importance “mixed methods research offers a powerful third paradigm choice that often provides the most informative, complete, balanced and useful research results”. Moreover, the results from the quantitative data help the authors to identify the customers’ perception of the IB services and measure the satisfaction level, while the qualitative data results help to point out and discover how company perceive customers needs and expectations. This combination of the data helps to better cover the gap between the two parties’ perspectives. In addition it helps to identify the real factors that influence customer satisfaction’s level of IB users.
3.2 Research Approach Saunders, et al. (2009, p. 124) divided the research approach into two main types; deductive and inductive; Deductive approach using the literature to identify and develop theoretical framework, which will be subsequently tested using data. While, inductive approach is planning to explore the
24
data and develop theories from them that will be subsequently related to the literature. Furthermore, authors added that the data in deductive approach are quantitative while in the inductive approach the data are qualitative.
Choice of Research Approach This thesis is more deductive as it depends on the literature to develop a new theoretical framework. This is applied by developing the IBSQ model (Fig. 2.4), which is related to the factors influence customer satisfaction and the research survey was formulated depending on that model. Also, this study is less inductive from the side of the qualitative collected data, in which the developed model was used to formulate the interview questions. The combination of the two approaches gives the thesis advantages of more informative and useful results because the data comes from customers and company. In addition, this combination as discussed in the research method section helps to better identify the real factors that influence customer satisfaction’s level of IB users in Nordea bank. 3.3 Exploratory, Descriptive and Explanatory Research According to Saunders, et al. (2009, p.139); Robson (2002, p.58) purpose of research generally can be classified in to three main categories i.e. exploratory, descriptive or explanatory study. Exploratory Studies: is a valuable means of finding out what is happening; to seek new insights; to ask questions; and to assess phenomenon in a new light (Robson, 2002). Descriptive Studies: is an extension of exploratory research or a piece of explanatory research. For descriptive studies it is necessary to have clear picture of the phenomenon before collection of data related to it (Saunders, et al., 2009). Explanatory Studies: establishes causal relationship between variables. It can take statistical tests such as correlation in order to get a clearer view of the relationship (Saunders, et al., 2009). In the light of the research gap, as there is a lack of studies related to the research question in Sweden generally and to Nordea bank particularly, this research is more exploratory in design and less descriptive, as it intends to further dig into the actual factors that influence customer satisfaction while using internet banking services, currently taking place. Additionally, as the theories conducted in previous research was not sufficient to cover the dimensions related to the IB, exploratory study is important to gather more information for developing the applied theoretical framework. Furthermore, descriptive study is an extension to the exploratory study, by
25
analyzing the collected data from both survey and interview questions, identifying the positive and negative factors and ranking those factors according to their influence on customer satisfaction and trying to give further recommendations. In addition, combining both exploratory and descriptive helps to achieve broad insight of the research subject and extend knowledge.
3.4 Research Strategy Saunders, et al. (2009, pp.141- 148), classified the research strategies into seven main types. Experiment: a form of research that owes much to the natural science. Survey: usually associated with the deductive approach, and tends to be used for exploratory and descriptive research. Case study: a particular interest for research to gain a reach understanding of the context and the process being in active. Action research: used for developing theory, transfer of knowledge and promoting changes within the organization. Grounded theory: focus of building theory through combination of induction and deduction approaches. Ethnography: to describe and explain the social world, it is very time consuming and takes place over an extended time period. Archival research: it makes use of administrative records and documents as the principle source of data, like recent and historical documents.
Case Study According to Bryman and Bell (2007, p.64) there are two main types of cases based on the unit study within the case; Single case: entails the detailed and intensive analysis of a single case, and Multiple-cases: which entails the detailed and intensive analysis of more than one case.
Choice of the Case Study Authors decided to conduct a single organization representative case study. Because, this study uses both quantitative and qualitative methods, a single case study was chosen as multiple casestudies would be too broad, more expensive and need more time. This case exemplifies a form of a specific organization; internet banking in Nordea Bank. The choice of Nordea bank was because of several reasons; First, the lack of studies about the measurement of IB customer satisfaction in Nordea bank according to the research gap discussion. Second, it is one of the four largest banks in Sweden beside Swedbank, Svenska Handelsbanken, and SEB. Third, it is one of the first banks that adopted internet banking, started as early as the mid
26
of 1980s (Jelassi and Enders, 2008). Finally, it was difficult to get the approval from another Swedish bank due to the time limit.
Survey Survey is a popular and common strategy in business researches, it is most frequently used to answer who, what, where, how much and how many questions (Saunders, et al., 2009). Survey is the main strategy used in this research, to identify how customers perceive IB service quality according to their expectations. That helps to identify the real factors affecting customer satisfactions on IB services. Furthermore, survey strategy helps to generate findings that are representative from the whole population at lower cost. The combination of case study and survey strategies gives this study many advantages as shown in section 3.1 in page 25.
3.5 Sampling Strategy 3.5.1 Population According to Hair, et al. (2011, p.164), population is the total of all the elements that share a common set of characteristics, these elements can be people, supermarkets, companies, hospitals, and so on”. Furthermore, authors described that the target population is the complete group of objects or elements relevant to the research problem. In this thesis the entire population are the customers of Nordea in Sweden using IB, and their population according to Nordea (2010, p.39) is (2,232,000) million customers, while the target population is unknown due to privacy policy of the bank, that prevents disclosing of customer personal information. 3.5.2 Sample Size A sample is a set of elements selected in some way from a population, which aims to save time and effort, and to obtain consistent and unbiased estimates of the population status in terms of whatever is being researched (Sapsford and Jupp, 2006). Saunders, et al. (2009, p.213) divided the sampling techniques into two main types: probability or representative sampling, and nonprobability or judgmental sampling. As shown in the following figure:
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Sampling
Probability
Simple random
Non-probability
Stratified random
Snowball
Quota
Convenience
SelfSelection
Purposive Systematic Cluster
Multistage
Extreme Case
Homogenous
Heterogeneous
Typical case
Critical case
Figure 3.1 Sampling techniques. Source: Saunders, et al (2009, p.213)
Choice of Sample Size According to Bryman and Bell (2007, p.194) the decision about sample size is not straightforward and it depends on a number of considerations and there is no one definitive answer, but most of the decisions about sample size are affected by considerations of time and cost. Quantitative Sample: Saunders, et al. (2009) presented that random numbers allow the researcher to select the sample without bias, which is part of the probability sampling according to figure (3.1) above. However, non-probability sampling techniques are used due to time and costs limits, and the inability to specify the sampling frame according to the bank privacy policy. Moreover, the researchers planned to collect 200 respondents, and to ensure collecting that number three different sampling techniques were used; convenience sampling, self-selection sampling and snowball sampling, that is also helped to avoid bias and to achieve validity and reliability. The convenience sampling was distributed face-to-face by selecting obtainable respondents randomly from different cities in Sweden from Stockholm, Jonkoping, Skovde, Helsingborg and Tibro. The self-selection distribution was conducted by uploading the survey online and sending the survey link through personal e-mail invitations. While the snowball sampling was used as some of the respondents were identified by the others, as Saunders, et al. (2009, p.240) confirmed that snowball sampling is used when it is difficult to identify members of the desired population. More discussion about those sampling techniques and their distribution procedures is in Data Collection methods section (3.7)
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Concerning the sample size and its relation to validity and reliability, Patton (2002) as cited in Saunders, et al. (2009, p. 234) stated that, the validity, understanding and insights that researcher gain from the data will be more to do with the data collection and analysis skills rather than with the sample size. This proves that the sample size is not very important to prove validity and gives the importance to the data collection and analysis skills. Moreover, the process of measuring the validity and reliability is discussed in details in trustworthiness section (3.9). Authors aimed to collect 200 responses as the research sample, while it took three weeks to collect the total number of 192 surveys, from which 163 surveys only were answered completely. The following table represents these complete collected surveys according to the sampling techniques discussed earlier: Sampling Technique 1. Convenience
2. Self-selection
3. Snowball
Description Face-to-face distribution
Surveymonkey.com
Through friends, neighbors and colleagues
Distribution Channel Collected surveys Skovde 19 Stockholm 25 Jonkoping 21 Helsingborg 6 Tibro 4 Facebook 49 e-mail invitation 2 Web-link 6 Skovde 16 Tibro Helsingborg
Total responded positively surveys
8 7 163
Table 3.1 Total complete collected surveys Qualitative Sample For the qualitative sampling, authors decided to choose the purposive sampling to select the interviewees that best answer the interview questions, as Saunders, et al. (2009, p. 237) confirmed that purposive sampling enables researchers to use their judgment to select cases that best enable to answer the research question(s) and to meet the research objectives. After the discussion with the bank, one interviewee was chosen to conduct the interview with, according to his position and relation to the IB and customer related issues, and this interviewee was; Mr. Ingmar Borelius (Senior Business Consultant) and is responsible for the IB in Nordea Headquarters in Stockholm. Finally, a second interviewee was chose by the authors depending on
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his experience as chief of Nordea’s branch in Tibro for five years and his position now, who is Mr. Christer Lendegren (Private Banking Consultant in Nordea’s branch in Skövde). The two selected interviewees were the initial sample and subsequent sample (more interviewees) was not needed because the initial sample answered the interview questions properly, as Saunders, et al. (2009, p. 239) agreed that the findings from the data collected from initial sample inform the way researcher extend the sample into subsequent cases.
3.6 Pilot Study According to Saunders, et al. (2009, p.395) pilot testing should be done before using the questionnaire to collect data in order to refine the questionnaire so that respondents will have no problem in answering the questions. In addition, it enables researcher to obtain some assessment of the question's validity and reliability of the data that will be collected. In the case of the survey, a pilot study was done by sending the survey to ten of Nordea bank customers, these customers were friends, neighbors and colleagues, as that enabled to further discuss and retest the survey questions. Then comments and notices from them were taken into consideration to modify and clear the questions´ languages and made the questions clear and understandable. The same procedure was done with the interview questions, it was sent to the interviewees by email two weeks before conducting the interviews, their comments and notices were also very important to modify the interview questions. 3.7 Data collection methods As it was mentioned before mixed strategy is the used method to collect the empirical findings. In addition some data will be collected from the web wide pages, for additional supporting information. 3.7.1 Survey Procedure The questionnaire was developed to address the research question and purpose with the help of the conceptual framework and mainly on the research model in English language and translated to Swedish, as most of the respondents were Swedes. The translation of the survey was done in two steps; first, it was translated with the help of Google translation. Second, the translated version was
30
sent to a Swedish language teacher to check the language and the ability to understand the questions. Further check was done by some of the pilot study respondents. After doing the pilot study, the survey was administered and distributed to the respondents using two different ways; electronic survey and face-to-face. The electronic survey was created online with the help of surveymonkey.com in two languages (Swedish and English) then distributed in two different ways, firstly, uploaded on the Facebook website, secondly, personal invitations were sent by e-mails to friends and colleagues. Moreover, to be sure the survey was distributed around different areas in Sweden, links and invitations were submitted through different social Swedish web pages; Nordea Organization, Nordea Tour, Nordea Bank Company, Högskolan i Skövde, Högskolan i Jönköping, Högskolan i Borås, and Högskolan i Halmstad. The face-to-face survey was distributed also into ways; firstly, using convenience sampling by selecting Nordea’s IB customers randomly within public places (train stations, while traveling by train, city squares ... etc.) in five different cities; Stockholm, Jonkoping, Skovde, Helsingborg and Tibro. Secondly, by using the snowball sampling, where IB customers were identified by friends, Nordea customers and colleagues. Targeted customers were limited to the cities above due to several reasons; Skovde and Tibro were selected as the researchers live in and collection took place within three weeks. Stockholm was selected as the researchers had an interview in Nordea headquarter and collection took place in two days. Furthermore, Jonkoping was selected as it is one of the biggest cities in the region and it was easy for the researchers to reach it as it is 85 kilometer from Skovde. Finally, Helsingborg was selected as researchers have some friends that helped to distribute the survey and collected the answers. Information about the total respondents from each city is discussed in the findings and results. 3.7.2 Interviews Saunders, et al. (2009, p.320) divided interviews into three types; Structured interview by using questionnaires based on a predetermined and standardized or identical set of questions. Semistructured interviews in which, researcher will have a list of themes and questions to be covered, and questions may vary from interview to other. Unstructured or in-depth interviews, which are informal ways explore in depth a general area in which researcher is interested. 31
Semi-structured interviews with open-ended questions were conducted with the Nordea managers in order to collect the qualitative empirical data needed and to explore in-depth the measured dimensions from the bank perceptive. Each of these interviews lasted for about one hour and consisted of 14 listed questions added with some questions derived from the survey results collected from a sample of 50 respondents. The questions of the interviews were formulated based on the dimensions identified and discussed in details in the conceptual framework and classified in the same sequence as the questions of the survey. The purpose of conducting interviews with the bank managers was to cover the three gaps of bank’s perception and the Internet banking service quality dimensions (IBSQ) concluded by the researchers within the research developed model. These gaps are: the communication gap, which represents the interaction relationship between the bank and its IB customers, the second gap represents the management’s ability to translate customers’ needs, and finally, the service delivery gap which represents the way bank staff deliver services and customer expectations. While the IBSQ dimensions are: customer care, fulfillment, website design and information quality, price knowledge, accessibility and performance, assurance, storage capacity, technical equipment and technology update and security. That assists together with the survey results to cover the gap between both bank and customer perceptions.
3.8 Analysis According to Creswell and Clark (2011, p.203) data analysis in mixed methods research consists of analyzing separately the quantitative data using quantitative methods and qualitative data using qualitative methods. And generally, there are several types of analysis for the mixed methods research: the convergent parallel design, the explanatory sequential design, the exploratory sequential design, the embedded design, the transformative design and the multiphase design (Creswell and Clark, 2011). This research uses the convergent parallel design by analyzing the quantitative and qualitative data separately, merging the results of the quantitative and qualitative analysis together and finally interpret the merged results together as Creswell and Clark (2011, p.78) shown in the steps of the convergent parallel design procedure. The choice of this analysis design was because in the other designs mentioned above either the quantitative data collection depends on the qualitative or vice versa, while in this design the quantitative and qualitative data are collected independently.
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Bryman and Bell (2007, p.157) referred to the fact that, once information has been collected, it must be transferred into data. Thus, the data collected from the survey in this research were transferred to data, by coding in scales as shown in the following tables: Coding system of the measured variables Variable No.
Variable Code
Variable description
1
COM
Communication
2
CUN
Customer needs
3
TCE
Total customer experience
Indicator Code
Indicator Description
COM01 COM02 COM03 CUN01 CUN02 CUN03 CUN04 CUN05 TCE01 TCE02 TCE03 TCE04 TCE05 TCE06 TCE07 TCE08 TCE09 TCE10 TCE11 TCE12 TCE13 TCE14 TCE15 TCE16
Efficiency of communication channels Language of communication Speed of response in case of complaints Availability of services when needed Accurate services as promised Fulfillment to customer needs Ability to customize the web site according to customer requirement Flexibility of paying methods Collecting information Transferring money between Nordea accounts Buying and selling funds Changing monthly savings in funds Charging mobile prepaid card Over viewing of retirement savings Making additional deposit in retirement savings Applying online for services and/ or products Renaming and sorting accounts, cards and/or loans Creating own shortcuts to your favorite pages Using verified digital signature Paying bills Transfer money abroad Controlling future payment Paying by direct debit and e-invoice Reviewing payment history
Indicator Code
Indicator Description
Table 3.2: IB Service Quality Dimensions Codes Variable No.
Variable Code
Variable description
4
DSN
Design and features
DSN01
5
INF
Information quality
DSN02 INF01 INF02
Contents and structure of the web are clear and sufficient General appearance of the web Enough and complete information Clear information about price of services
Table 3.3: IB Information Quality Dimensions Codes Variable No.
Variable Code
6
ACC
7
ASS
Variable description
Accessibility & Performance
Assurance & Privacy
Indicator Code
Indicator Description
ACC01
Loading and transaction speed
ACC02 ACC03 ASS01
Easy navigation between links System performance and network speed Feeling secure while using the IB services
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8
TEC
Technical & Technology update
ASS02 TEC01
Protection of personal information Ability to recall information when needed
TEC02
Efficiency of the system log in device & procedures System technology update Website update
TEC03 TEC04 Table 3.4: IB System Quality Dimensions Codes
Coding of respondents answers QA: Respondents provided answers on their perception to the IB services offered by Nordea bank based on previous expectations based on the 5-points scale as follow: 1- Much worse than expected. 2- Worse than expected. 3- As expected. 4- Better than expected. 5- Much better than expected. QB: Respondents provided answers on their satisfaction level from IB service offered by the bank, based also on the 5-points scale as follow: 1- Over dissatisfied. 2- Dissatisfied. 3- Neither. 4- Satisfied. 5- Over satisfied. Demographics Codes (DM) DM1 Gender (0=female, 1=male) DM2 Age (1= 18 –24, 2= 25-45, 3 = 46 – 65, 4= Over 65 years old) Furthermore, in order to make sense of the collected data it has to be analyzed and interpreted. To achieve that, the quantitative and qualitative collected data were blocked into categories based on the IBSQ dimensions in the applied model presented in the conceptual framework. Hence, the same categories were used in the analysis as both types of data results were discussed tabulated to identify the differences and similarities between the results regarding each dimension. Then CSI was calculated according to ISO900:2000 as cited in Hill, et al. (2003, pp.172-174) by identifying the weighting factors and the weighting score for each variable. That helped to rank the variables and identify their impact on customer satisfaction. Authors used the descriptive analysis to measure the quantitative data variables, which helped to compare the results with the collected qualitative data. Furthermore, that helped to measure the satisfaction score (mean) to calculate the CSI and the weighting scores form the CSI were used to 34
rank the variables according to their influence on customer satisfaction. Other analysis methods e.g. regression/ correlation were not used as there is no hypothesis in the research, and the variables are independent according to the EPSI model. Also, Cross tabulation analysis were not used to measure the potential effect of the distribution of age and gender due to the time concern, as the thesis measured 36 variables and that would duplicate the analysis and make the research broader, which is not necessary for this exploratory study and would not help to answer the research question. 3.9 Trustworthiness of the Research According to McBurney and White (2010, p.129) for a measurement to be of any use in science, it must have both reliability and validity. The trustworthiness of this research is very important to the authors, therefore reliability and validity is discussed in this section. 3.9.1 Reliability Reliability refers to the consistency of a measure of a concept (Bryman and Bell, 2007); it is the property of consistency of a measurement, which gives the same result on different occasions (McBurney and White, 2010). Mitchell (1996) as cited in Saunders, et al. (2009, p.373) outlined three common approaches to assess reliability, which are; test re-test, internal consistency, and alternative form. The test re-test approach requires administrating the questionnaire twice to respondents. Internal consistency measures the consistency of responses across either all the questions or a sub-group of the questions. The final approach is the alternative forms, which compares the responses to alternative forms of the same question or group of questions. The test re-test approach was difficult to conduct in the case of this thesis, because of the time concern, while it used the internal consistency to measure the reliability of the quantitative data collects by the survey. According to Saunders, et al. (2009, p.374), there are a variety of methods for calculating internal consistency, but the most frequently used one is called the coefficient alpha or Cronbach’s alpha. The formula for the coefficient alpha is:
rxx= Cronbach’s alpha N=number of items in the instrument.
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S2=variance of the summated scale scores, that is scoring for each participant by summing responses to the scale, the variance of the total score variable is S2. S2= the sum of the variances of the individual items that constitute this scale. To measure the internal consistency between variables using the Cronbach´s alpha, authors blocked variables into three main groups; service quality, information quality and system quality variables, with the help of the SPSS program. The Cronbach’s Alpha measurement criteria (Alpha cut-off criteria) as shown by Garson (2011); .80 alpha or higher is the widely accepted social science cut-off, but some use .70 as acceptable even for confirmatory research, while in exploratory research using alpha equal to or higher than .60 but less than .70 is sometimes considered acceptable. 3.9.2 Validity Validity is the property of a measurement that tests what it is supposed to be tested (McBurney and White, 2010); it is concerned with weather the findings are really about what they appear to be about (Sauders, Lewis, and Thornhill, 2009). Construct Validity The construct validity of the questionnaire can be established through the questionnaire design procedure, such as using learning theories to guide this design, careful borrowing from reviewed literature, selecting items and scales from established survey in the field then consulting with expert panels, teachers and other stakeholders (Yu, 2010) . The construct validity for both the survey and interview questions used in this research was assessed through the design procedure of the questions. This design was based on the theoretical framework by translating the IBSQ dimensions and the gaps found in the research developed model into questions. In addition, the secondary data from the bank web site about the IB services helped to formulate further questions for the survey and interviews. Finally, the test of this survey was done by pilot study which is explained in details in the pilot study section (3.6). The same procedure was used in designing the interview questions of this research. Internal Validity Internal validity addresses the arguments of casual links between variables and results; it is mainly applied to explanatory or casual studies and not to descriptive or exploratory studies (Yin, 2003).
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Depending on that and because this research is exploratory and descriptive in design, thus the internal validity was not concerned with it. External Validity External validity is the extent to which the investigator can conclude that the results can be applied to a larger population, this can be achieved by selecting a representative sample (Creswell and Clark, 2011). Due to the fact that the population was unknown and the absence of sampling frame for this research, which led to choose non probability sampling techniques, the chosen sample might not be representative. This weakens the external validity. In the other hand, the high responses rate from the chosen quantitative sample strengths the external validity, as confirmed by (Bryman and Bell, 2007); a low response rate calls into question the external validity. Moreover, the mixed methods sampling strategies researchers used in this research increases the external validity and trustworthiness, as supported by Tashakkori and Teddlie (2003, p.293). In addition to the issues related to the construct validity for the qualitative data, triangulation approach was used by collecting data from several individuals (the interviewees) and additional sources were used beside the interviews to collect the secondary data needed, e.g. Nordea bank website and annual reports. This helped to assess the validity of the qualitative data as discussed by Creswell and Clark (2011, p.211).
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4. NORDEA BANK This chapter is a brief presentation about Nordea bank in general and Nordea bank in Sweden in particular, it Includes information about but the IB services which are offered by Nordea to its customers, and overall satisfaction scores of Nordea private customers compared to other banks in Sweden. Nordea Bank is admittedly one of Nordic more recent bank names but the bank traces its roots as far back as to 1820. The banks’ contacts with the customers have varied over the years. In the 1920s a bank teller would do house calls to empty savings boxes, while in the 1960s drive-in banks came into existence. The latter was no great success, and after an elegant introduction nothing much ever came of this. The 1970s marked the introduction of ATMs, and in 1984 the customers of Suomen Yhdys-Pankki could for the first time sit at their home computers and do their banking business. Yhdys-Pankki, the oldest Nordea forbearer in Finland, was a pioneer in the development of electronic banking services in the world during the 70s and 80s, while Internet services arrived on the scene in 1996 (Nordea, 2011a). Nowadays,
Nordea
Bank
pursues
a
multichannel
distribution strategy that includes branches, contact centers and online or mobile banking, the aim to improve customer satisfaction ad sales and to reduce costs to serve the customers. In 2009, Nordea Bank has total 1,400 branches in “Sweden, Norway, Finland, Denmark, Estonia, Latvia, Lithuania
and
Poland,
with
10,000,000
household
customers and 700,000 active corporate customers, served by 36,500 employees (Nordea annual report, 2009). Fig.4.1 Nordea Bank Branches, Source; Annual repot 2009
Online banking services at Nordea Bank started as early as the mid 1980s, when the bank allowed its customers to start doing transactions from computers at their workplace. And that had three main advantages; save customer money, save working time and reduce pressure on bank outlets (Jelassi & Enders, 2008). In 2009, on a Nordic level, the usage of Private net bank increased steadily. The number of net bank customers increased by more than half a million and number of logons increase by 9%, till it reached around 6,2 million e-customer, which represents 62% from
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the total Nordea Customers. The Nordea Private Net bank was awarded “Best Web” in Sweden by the magazine “Internet World” in December 2009. (Nordea annual report, 2009, p.24) Nowadays, Nordea bank has implemented nine new strategic initiatives in the beginning of year 2010, which has been an important driver for income growth and has strongly contributed to the result. By that the bank is able in 2010, to welcome 200,000 new Gold and Private Banking customers and the customer activity with both households and corporate has increased till 11 million customers. The customer satisfaction increased within both household and corporate segments to the highest level also in return. (Nordea, 2011b) Within the IB services, Nordea offers a wide range of services, which are classified into three main categories (Nordea.se, 2011): The base package which includes: Information about customer accounts, cards, mutual funds, loans and insurance/ transferring money between Nordea accounts/ Paying and selling funds/ Starting and changing the monthly savings in funds/ Paying secure by e-invoice/ Charging mobile phone prepaid card/ Over viewing the retirement saving/ Making additional deposit to the retirement account/ Applying for services and products/ Renaming and sorting accounts, cards and loans. Creating customer’s shortcuts to his/her own favorite pages. With Optional Payments: Paying bills/ Controlling and changing paying orders/ Adding up recurring payment recipients in the recipient/ Paying by direct debit and e-invoice/ Reviewing payment history/ Transferring money to local and international accounts. With Optional Stock trading: by which the customer can buy or sell securities. Choose between Classic or Share Trading. Moreover, Nordea.se is currently getting approximately 195,319 page views per day. The site's most popular anchor text from external homepages is Nordea, from 2 websites. It has about 6,520 searchable pages. Also, 13 site that link in to nordea.se from their homepages. And it is estimated that Nordea.se is getting around 5,859,570 page views a month (SiteLogiq, 2011).
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Customer Satisfaction Index (CSI) Nordea measures customer satisfaction index annually, table (4.1) bellow shows the customer satisfaction index of Nordea for the private customers in Sweden in the period of latest three years (2008, 2009 and 2010) compared to other banks in Sweden which are Swedbank, Handelsbanken, SEB, Danske bank and Industry. The CSI of Nordea in Sweden according to the table in 2008 is 68; it rose to become 71 in 2009 and stable with a score of 71 in 2010 as well.
Figure 4.2: Nordea private customers CSI in Sweden Source: http://tinyurl.com/3q64p24
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5. EMPIRICAL DATA This chapter presents the results from both the interviews conducted with Nordea bank managers and the survey responses from Nordea IB users. Both are divided according to the research IBSQ model groups and dimensions as presented in the theoretical framework. Moreover, quantitative data findings have two main sections, the first part represents the reliability test and the other part represents the descriptive analysis of the collected data.
5.1 Qualitative Data The respondents who took part in the interviews were managers in Nordea bank headquarter and branches. These managers are directly and actively involved with IB users and bank services. Interviewee A: Senior advisor of Internet banking and previously account manager of Nordea in Sweden. Interviewee B: Consultant of private banking in Nordea branch in Skövde and previously manager of Nordea bank in Tibro for five years. The answers of the interview questions are presented bellow under three categories which are subdivided into the IBSQ dimensions and the gaps of the research applied model as the following: IB Service Quality 1. Communications: three questions were asked about the communications: Q1. What are the communication processes adopted by the bank in case of complaints or customer suggestions? Interviewee A: ‘we do have this ombudsman for customers’ complaints’. The ombudsmen are the persons managing customer complaints located in the main unit in Nordea headquarter in Stockholm. ‘There are four persons working in the main unit of the bank in Stockholm to manage the entire services package for the customers’. In order to get statistics and records about customers’ complaints and suggestions interviewee A stated: ‘the ombudsmen produce statistics so we get very detailed reports of all the complaints. In case customer ombudsman cannot manage any complaint then the IB team manages it together. In addition, we have a customer support unit in Gothenburg city that produces statistics and reports about customer complaints or suggestions.’ Interviewee B: ‘in the branch office we get complaints from customers of course now and then, and we try to solve them directly’. Interviewee B showed how Nordea deals with the complaining
41
customer in the Skövde branch as: ‘each member of the staff have the opportunity to give the complaining customer the amount of 1500 Swedish crowns as compensation in case of something goes wrong with the customers, e.g. transaction delay or bank card is not working.’ To get statistics and records about customer complaints and suggestions, interviewee B added: ‘we have this ombudsman and customer support unit that produce statistics and records about customer complaints and suggestions.’ Q2. Which communication channels are available between the bank and the IB users? Are they active around the clock? Interviewee A: ‘there is email functionality which is secure email, users should log in to their IB accounts and send using the email form and there is telephone channel also.’ Concerning the availability of these channels, interviewee A added that: ‘the email channel is available from 07:00-23:00 we do not have a staff to read the emails during the night after 23:00 o’clock.’ Asking about additional channels like the Frequently Asked Questions (FAQ) and chat, the interviewee A answered: ‘we do not have chat functionality, and I am working now to see how we can consolidate information about the support work and the written help functionality to manage the FAQ.’ Interviewee B: ‘the communication channels used in case of complaints are the secure email and telephone.’ For the availability of these channels, interviewee B added: ‘the email is available 24 hours but the telephone is available from 08:00-20:00.’ Q3. Are there any language options for IB users, what if the user does not know Swedish? Interviewee A: ‘in Sweden we have the IB website in just one language (Swedish), but there is a language tool inside the IB website that can be used to translate to other languages.’ Concerning the alternative languages for the website of IB, interviewee A said: ‘it is been an agenda for many years to make the website available in English, but we have had a dialogue with a company in order to make the website available in 10 more languages including English.’ Interviewee B: ‘customers can send emails and make calls in English to the bank in case of complaints, but the IB website is available just in Swedish language unfortunately.’ Asking about the alternative languages, interviewee B stated that: ‘I think it is a high priority for the bank to have the website in English.’
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2. Customer Needs (fulfillments): three questions were asked about the customer needs. Q1. Are there any transaction limitations during the weekends and holidays? Interviewee A: ‘the answer is yes and no, if transactions are between accounts on Nordea bank, then it works in 7days/24 hours, but if it is between accounts in different banks then it does not work at weekends and holidays.’ About the delay time of transactions he further added: ‘there is a delay in transactions between accounts in the same bank also, e.g. it takes 24 hours to transfer money.’ To find a solution for this, interviewee A said: ‘there is a project we are working on to transfer money to other banks in 24 hours and 7 days and it will start with mobile banking.’ Interviewee B: ‘yes, transactions have limitations during the weekends and holidays, customers cannot do transactions between accounts in different banks.’ And about transactions between accounts in the same bank, interviewee B stated: ‘transactions work 7 days/24 hours if it is between accounts in the same bank e.g. Nordea.’ Q2. Have the bank made any earlier promise for the IB users and did not fulfill it? Interviewee A: ‘availability of IB is a general promise; it should be open 7 days/24 hours but there might be some limitations when we need to close the IB sometimes at Sundays morning between 05:00-09:00.’ He further added that: ‘from time to time we have some product problems also, e.g. in the year of 2010 when we implement new IB system.’ Interviewee B: ‘yes, the promise can be the availability of IB, Nordea often closes the IB down Sundays morning between 05:00-09:00, but they announce it in the IB website before the closing.’ Q3. How the bank identifies and understands the IB users’ needs? Interviewee A: ‘there is a team called The Usability Team (UIT), their job is to build new services. This team always makes surveys to see how customers understand the new functionalities and services.’ He further added: ‘also the inputs from customer ombudsman and customer support unit where we get complaints, opinions and suggestions help us to identify the customer needs and take them to planning.’ Interviewee B: ‘I think we know quite well in general what customers’ wishes, demands and what they want to be developed.’ He further said: ‘the problem is in timing and investing money and to secure the working system all the time.’ After asking him how the bank does know that,
43
interviewee B answered: ‘the customers’ ombudsman gets the complaints and we do certain investigations with certain customer groups to survey them in order to see the customers’ needs.’ 3. International Transactions After collecting about (45) survey results from the respondents, authors found that some customers have issues about the international transactions, therefore following question was asked to interviewee B: Q1. We found out in the survey results we collected that some customers have issues about international transactions, how the bank perceives that? Interviewee B: ‘communications between banks are not easy, and between international banks it is very difficult.’ He further added: ‘customers can do the international transactions online, but some reasons deals with international rules and culture, e.g. not all the banks have IB as we do in Nordea, so the transaction cannot be done easily.’ IB Information Quality 1. Web site design & features: a long question was asked to see how the bank perceives the IB website. Q1: How do your customers perceive the bank webpage design, general appearance, contents and easy navigation? Did the bank receive any complaints or suggestions relating to the webpage? Interviewee A: ‘some users think that the website is a little outdated and old fashioned, but most of them expect the website the same and not ready for changes.’ About the update and modernize, he stated that: ‘we have a team works with the website, of course they want to modernize and change it but at the same time we do not want to change it too much, so that it will be familiar for the customers, thus, it is a challenge.’ Compared to the IB website of other banks, interviewee A added: ‘compared to other banks, when it comes to ranking of usability and general attitude to IB we are not on the top.’ In general he thinks that most of the customers are quiet positive about the website: ‘so you can say that customers in general are very satisfied with the IB website, although issues like languages availability needs more work.’ Interviewee B: concerning the developing and updates, he stated: ‘we have a developed website today, customers can customize it and have favorite links, but of course more developing is
44
needed.’ He further added that: ‘what I hear from customers that I meet every day here is that most of them are very satisfied about the website.’ Talking about what needs to be developed in the website, he said: ‘one thing that is important to be developed is the language options in the website.’ 2. Price knowledge: one question was asked about the prices and fees. Q1. How the bank informs its customers about interest prices and fees? Interviewee A: ‘customers can find information about fees and prices on the home page or in the brochures at any branch office easily I think.’ He added that: ‘there is a monthly price for the IB, it is around one €.’ Interviewee B: ‘all our prices and fees are listed on the website, e.g. when interest rate changes, we announce it in few daily newspapers.’
IB System Quality 1. Accessibility & performance: question (8) was about the accessibility and performance of the IB website. Q1. Nordea.se has around 195,319 page viewers per day according to this website (http://sitelogiq.com/nordea.se), how can the bank guarantee the site performance and network speed to keep that traffic? Interviewee A: ‘due to the problems we had last year, we have ten IBM consults working in the bank with the performance of the production problems.’ And to further guarantee the performance he said: ‘the production of the IB is running by a young company by IBM and Nordea together, it is called MP Nordea Processor, so Nordea spend very big money to secure that we have a stable production environment.’ Interviewee B: ‘as I said before, we have had some interruptions and problems with the network but it is not very common.’ About how to guarantee this performance, he said: ‘we have a certain agreement with IBM in order to guarantee the performance and keep it stable.’ He further added: ‘in general, we can say the system is stable.’
45
2. Technical and Technological Update: two questions were asked to cover the technical and technological updates of the IB system and website. Q1. Does private customer has limited capacity to store his/her transactions information, how long can the customer go back to retrieve his/her transactions information when needed? Interviewee A: ‘the storage of transactions history is three years; customers can find all the transactions of three years back with an option of categorizing the transactions, so that customers can get statistics about how they used their money in the past three years.’ Interviewee B: ‘the capacity size of transactions information is not limited, but the time is limited to three years.’ Q2. How often the bank updates its technological system (security, information, log in systems and services)? Interviewee A: ‘we work consistently with new features, we spend millions to improve the system and we do it every quarter of year.’ He further added: ‘we would like to do the updating frequently, but for now it is every quarter.’ Interviewee B: ‘the refreshing of the system is two or three times every month, we close the IB during it at Sunday morning between 05:00-09:00.’ 3. Privacy & Assurance: questions (11) and (12) were asked for the assurance and privacy of the customers. Q1. How can the bank guarantee the protection of customer privacy? Interviewee A: ‘we had problems few years ago in 2006 and 2007 (with fishing attackers and Trojans) when a lot of customers lost money, but all of them got refunded.’ He further added: ‘with the Trojans and attackers, it is not easy to get fully protected.’ How to get protected against the net attackers, he stated: ‘what we can secure is that customers do not lose anything, our solutions for security has been changed few years ago.’ Compared to the security system with the other banks, he said: ‘I think we have the best possible security in Nordea, but it is not a unique system, it is global standard.’ About the security procedure and log in, he added: ‘we have this card reader for logging in the personal account; the good thing about this card is that it is upgradable so we can add new features to it.’ He presented another security feature to secure more the transactions: ‘when customer makes a payment the bank sends an SMS to his/her mobile phone to warn before sending the money.’
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Interviewee B: ‘there are some problems with the (hackers) when they try to get customers’ personal codes by email.’ To avoid this and let the customers be aware, he said: ‘we tell our customers that the bank never asks about their codes and never knows their codes or sends emails to their private email addresses.’ In case of losing cards or codes, he further added: ‘when a customer loses a card or a code, then he/she has to call the bank to cancel the card and ask for a new one.’ About the log in procedure, he said: ‘we have the card reader with personal code in order to log in the IB account.’ Q12. How customers perceive the safety level while using IB services? Interviewee A: ‘when we had this attack in 2006, customers did not have a good view on the IB security, also in 1990s at the beginning customer started to lose IB, it was extremely dangerous.’ And what customers perceive and think about the IB security now, he said: ‘I do think that most people think it is secure to use the IB, but still there are customers that use IB for information only and not for payments.’ In general what bank thinks about the security, he said: ‘Here in Nordea we think about the security on the net a lot’. In general about the privacy of customer information, he said: ‘what I know is that the log in system and all the customers’ private information are protected.’ Interviewee B: ‘what I have seen as a personal bank consultant in this branch, customers are happy using the IB, and have no problems.’ 4. The Delivery Gap The last question was asked about the delivery of customers’ needs to the bank management system. Q1. How the bank delivers the IB users’ needs and expectations to its employees? Interviewee A: ‘customers can do most of the services through the IB, but in order to open a salary account they have to go to a branch’. 0He further added: ‘what we are up to now, is a program where we build the same services for the branches and the customers although the authorities may differ.’ Interviewee B: ‘Nordea do this annual customer satisfaction index CSI, we have questionnaires to see how happy our customers are with the services about the local branches and services in general.’ He further added: we have a quite big issue to teach the customers how to use IB and mobile banking, and the employees should be trained first.’ 47
5.2 Quantitative Data With the help of the research theoretical framework, the authors addressed the issues to identify the IBSQ factors that influence the IB customer satisfaction level. To achieve that, Perceived Service Quality dimensions within this section were classified according to the research model into three main groups and their related variables as classified in the research IBSQ model in section 2.5.2 (p. 22). This helped the authors to test the reliability and the correlation between the indictors of each of the eight main dimensions (communication, customer needs, total customer experience, design & features, information quality, accessibility & performance, assurance & privacy, and technical & technology update). 5.2.1
Reliability Test
After coding and entering the quantitative data collected from the responded surveys, SPSS program version 18 was used to measure the internal consistency reliability of each variable or related variables as classified in the research model by the Cronbach’s alpha as discussed in page (35). IB service quality dimensions:
1. Communication
Number of indicators 3
Cronbach’s alpha .755
2. Customer needs
5
.731
3. Total customer experience
16
.698
Dimension
Table 5.1IB service quality dimensions reliability 48
Cronbach’s alpha if indicator deleted .618 .621 .759 .624 .603 .609 .758 .780 .675 .706 .673 .666 .681 .673 .659 .664 .692 .690 .693 .711 .717 .703 .665 .669
Indicators COM01 COM02 COM03 CUN01 CUN02 CUN03 CUN04 CUN05 TCE01 TCE02 TEC03 TEC04 TEC05 TEC06 TEC07 TEC08 TEC09 TEC10 TEC11 TEC12 TEC13 TEC14 TEC15 TEC16
According to the table above, 24 indicators were classified main three dimensions to measure the Cronbach’s alpha reliability of the IB service quality (Communication, Customer needs and Total customer experience), and the results are as follow: Communication: the total alpha of the three related indicators (COM01, COM02, and COM03) which represents the questions (A1,A2 and A3) in the survey and related to the communication efficiency as perceived by the IB customer is .755, and the alpha if any of the indicators is deleted is (.618, .621, and .759). This shows the close correlation between the used indicators and their importance to the measurement of the communication. Customer needs: the total alpha of the five related indicators (CUN01, CUN02, CUN03, CUN04, and COM05), which represent questions (A4, A5, A6, A14 and A15) in the survey and related to the customer needs variables is .731, and the alpha if any of the indicators is deleted is ( .624, .603, .609, .758 and .780). That also shows the close correlation between the used indicators and their
importance to the measurement of the customer needs variables. Total customer experience: the total alpha of the 16 related indicators of this dimension (TCE1, TCE2, TCE3, TCE4, TCE5, TCE6, TCE7, TCE8, TEC9, TEC10, TCE11, TCE12, TCE13, TCE14, TCE15 and TCE16), which represent questions (from B1 to B16) in the survey and related to all the IB services Nordea bank offers to their customers is .698, and the alpha if any of the indicators is deleted is closely between (.659 and .717). From this result, if just one indicator is deleted which is TCE13, and then the alpha will be .701. This indicator is related to transferring money till abroad account, as the survey results shows limited experience of Nordea IB customers regarding that point as will be discussed later in the findings. IB information quality dimensions:
1. Design & Features
Number of indicators 2
Cronbach’s alpha .821
2. Information quality
2
.715
Dimension
Cronbach’s alpha if indicator deleted
Indicators
.a .a .a .a
DSN01 DSN02 INF01 INF02
Table 5.2 IB information quality dimensions reliability .a the value is negative due to a negative average covariance among items, as two variables just in each dimension.
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Design & Features: the total alpha of the two related indicators (DSN01 and DSN02), which represent questions (A7 and A8) in the survey and related to contents and structure of the web page and its general appearance is .821, and the alpha if any of the indicators is deleted is negative as just two indicators included within this dimension. Information quality: the total alpha of the two related indicators (INF01 and INF02), which represent questions (A9 and A10) in the survey and related to complete information of the web and the price knowledge is .715, and the alpha if any of the indicators is deleted is negative also here as just two indicators included within this dimension. IB system quality dimensions: Number of indicators 3
Cronbach’s alpha .702
Cronbach’s alpha if indicator deleted .608 .628 .596
2. Assurance & privacy
2
.769
.a .a
3. Technical & Technology update
4
.751
.792 .659 .622 .673
Dimension 1. Accessibility & Performance
Indicators ACC01 ACC02 ACC03 ASS01 ASS02 TEC01 TEC02 TEC03 TEC04
Table 5.3 IB system quality dimensions reliability Accessibility & Performance: the total alpha of the three related indicators (ACC01, ACC02 and ACC03), which represent questions (A11, A12 and A16) in the survey and related to the loading speed, easy navigation and performance of the web is .821, and the alpha if any of the indicators is deleted is (.608, .628 and .596), which shows close correlation between variables of this dimension. Assurance & privacy: the total alpha of the two related indicators (ASS01 and ASS02), which represents questions (A13 and A17) in the survey and related to feeling secure while using the IB services and protection of personal information is .769, and the alpha if any of the indicators is deleted is negative also here as just two indicators included within this dimension. Technical & Technology update: the total alpha of the four related indicators (TEC01, TEC02, TEC03 and TEC04), which represents questions (A18, A19, A20 and A21) in the survey and related to the storage capacity, efficiency of log in system device, system technology update and
50
website update is .751, and the alpha if any of the indicators is deleted is (.792, .659, .622 and .673), which shows as well close relation between variables of this dimension. The results above of the Cronbach’s alpha (.755, .731, .677, .821, .715, .702, .769 and .751) of the research main dimensions show sufficient levels of construct reliability, as that is confirmed by Bagozzi & Yi, 1988; Huber et al, 2007; Hulland, 1999 as cited in Westner (2009, p.224); values of at least .60 but preferable exceeding .70 show sufficient levels of construct reliability. Also, Garson (2011) confirmed that using alpha equal to or higher than .60 but less than .70 is sometimes considered acceptable for exploratory research. 5.2.2 Quantitative Data Presentation The following tables represent the findings collected from the survey responses. Data was tabulated and identified by using SPSS program version (18) as mentioned earlier. 5.2.2.1 Demographic statistics of the survey respondents
Women
Response count
Valid %
67
41
DEM01 - Gender 96
Men
96 59 Women 163 100% 0 Response Valid Count % 30 18% 18 - 24 46 - 65 93 57% 25 - 45 25 - 45 40 25% 46 - 65 18 - 24 0 0% Over 65 0 163 100% Total Table 5.4 Demographic characteristics of the respondents Men Total
67
50
100
150
DEM02- Age 40 93 30
20
40
60
80
100
DEM01- Gender of the respondents: according to table (5.4) 163 respondents answered the gender question, in which 59% of the total respondents are males, and 41% are females, this represents nearly balanced answers from the both genders. And it shows how closely the research sample replicates the population from both genders. DEM02- Age of the respondents: 163 respondents answered this question, and from the collected answers; 30 respondents were from the group age 18-24, and they represent 18% from the collected surveys. The respondents of the second age group 25-45 are 93 with valid percentage
51
57% and that represents the highest respondents’ rate. The third group is between the age 46-65 and they answered 40 surveys with valid percentage 25% and represent with the group age 25-45 cumulative percentage 82% of the total respondents. These groups are more accurate in giving answers and have more experience in using IB. Moreover, no one from the age group over 65 years answered the survey questions. Generally, the total responses of the age question show that the collected answers from the age questions represent the population of the IB users. 5.2.2.2 IB service quality dimensions statistics Note: Valid answers are total number of respondents who answered the question, while missed answers are the respondents who did not answer or chose the (N/A) from the scale which are not considered within the statistics calculations. 5.2.2.2.1 Communication: This section shows the efficiency of communication channels, where three questions were asked to identify the efficiency of communication channels, as shown in table (5.5) bellow with coding system COM01, COM02 and COM03.
Code COM01 COM02 COM03
5
4
3
2
1 Valid
8% 33.1% 41.7% 17.2% 8.6% 34.4% 47.2% 9.8% 5.6% 35.6% 47.5% 12.3% -
163 163 162
Missed
Mean
Mode
0 0 1
3.5360 3.5397 3.4349
3.00 3.00 3.00
Std. Dev. .83505 .80092 .74522
100 77 77
80
64
55 56 56
60 40
29
20 0
COM02 16 20
15 14 9
0 0 Much worse
COM01
Worse
As expected
Better than
COM03
Much better
Table 5.5: descriptive statistics & frequencies of the communication variable indicators (Question A1, A2 and A3 in the survey)
COM01: The table shows that all the survey respondent (163) answered this question, a percentage of 41.7% perceived the communication channels as expected, 33.1% better than expected and 8%
52
much better, while 17.2% of respondents perceived it as worse than expected. These percentages are confirmed by the mode value as it shows the most frequently occurring number, in this question the mode is 3 which means that most of the respondents chose the as expected answer. The satisfaction average (mean) of this question is 3.5360 and the standard deviation is .83505. COM02: This section shows the results of communication language question. The total answers is 163 responses, while 47.2% of the them perceived the communications language as expected, 34.4% better than expected, 8.6% much better than expected and 9.8% worse than expected. The satisfaction average is 3.5397 a bit higher than the previous question. The mode is 3 which show that most frequent answers are as expected and the standard deviation is .80092 which shows the variation between the answers and the dispersion from the average. COM3: This section shows the results of the third question, which was about the speed of the bank’s response in case of complaints. The total number of responses is 162 as one of respondents did not answer this question. The percentage numbers shows that 47.5% of the respondents perceived the speed of response as expected, 35.6% better than expected, 5.6% much better than expected while 12.3% perceive it as worse than expected. The satisfaction average 3.4349, the mode is 3 which shows that frequent responses are in point (3) of the scale (as expected), while the standard deviation of .74522 shows a less variation in answers and dispersion from the average. 5.2.2.2.2 Customer Needs Five questions were asked in the survey about customer needs, the answers of those questions are presented in the following table (5.6) according to the code of each question: Code
5
4
3
2
1
Valid
Missed
Mean
Mode
Std. Dev.
CUN01 CUN02 CUN03 CUN04 CUN05
11.7% 9.3% 9.9% 6% 39.5%
34% 33.9% 38.5% 45.3% 43.3%
50.6% 47.5% 38.5% 40% 15.4%
3.7% 9.3% 13% 8.7% 1.3%
-
162 162 161 150 163
1 1 2 13 1
3.5911 3.5093 3.5103 3.5260 4.2421
3.00 3.00 4.00 4.00 4.00
.74997 .78446 .81710 .73920 .74128
82
77 55
55 19
6 CUN01
62 62
15
15
CUN02
21
60
71
68
13
CUN03
CUN04
Table 5.6 Customer needs variables 53
Much worse Worse
25
16
64
9
2 CUN05
As expected Better than Much better
CUN01: The total answers of this question about the availability of IB services when needed is 162 as one of the respondents did not answer it. Most of the respondents (50.6%) perceived this as expected, 34% as better than expected, 11.7% much better than expected while 3.7% perceived it as worse than expected, with a mode of 3 and a satisfaction average of 3.5911 and standard deviation of .74997. CUN02: In the second question which was about the accuracy of IB services as promised, the total responses were 162 with one missed answer. The answers percentage numbers shows that 47.5% of the respondents perceived it as expected, 33.9% better than expected and 9.3% much better than expected while 13% perceived it as worse than expected. The mode of 3 shows that most frequent answers chose point (3) from the scale, and the satisfaction average of this question is 3.5093, while the standard deviation of .78446 shows the variation between the answers. CUN03: This section shows the results of a question about the willingness of the bank to fulfill the IB customer needs, where 62 of the respondents (38.5%) from the total number of answers (161), perceived it as expected and more than expected, with 2 missed answers from the respondents, 9.9% (16 answers) much better than expected and 13% (21 answers) worse than expected. The mode refers to point 4 (better than expected) from the scale as the more frequently chosen answer, with a mean score of 3.5103 shows the average of satisfaction for this question, and the standard deviation of .81710 shows a little higher variation in the answers from the previous questions. CUN04: This section is about the customization of the bank website according to customers’ needs. It shows that 153 respondents answered this question from the total of 163 (13 missed), 68 of the respondents (45.3%) perceived it better than expected, 60 of them (40%) perceived it as expected, 9 (6%) perceived it much better than expected and 13 (8.7) perceived it as worse than expected, with a satisfaction average of 3.5260, mode 4 and standard deviation of .73920. CUN05: Availability and flexibility of different paying methods as customer needs. In this section, all the respondents (163) answered the question, as 71 of the respondents (43.3%) perceived it as better than expected, 64 respondents (39.5%) as much better, 25 (15.4%) as expected and 2 respondents (1.3%) perceived it as worse than expected. The standard deviation is .74128 and the mode is 4. The average of satisfaction in CUN05 is the highest in this group of questions which are
54
related to customer needs with a score of 4.2421 while the highest standard deviation is in CUN03 because the variation of answers is higher in this question. 5.2.2.2.3 Total Customer Experience The total customer experience was measured by questions group (B) in the survey, which consisted of 16 sub questions to measure each indicator with a scale of 1-5 points (over dissatisfied- over satisfied). The results of these 16 questions are presented in three tables (5.7A, 5.7B and 5.7C).
Code
5
4
15% 36.2% 26.2% 23.8% 38.9%
TCE01 TCE02 TCE03 TCE04 TCE05 120
3.7% 0.6% 1.9% 2% 4.2%
1 Valid Missed
Mean
Mode
-
3.8799 4.2976 3.8927 3.8931 4.0658
4.00 4.00 4.00 4.00 5.00
160 163 103 100 95
3 0 60 63 68
Over satisfied
59
60 24
Std. Dev. .67210 .61927 .82785 .79681 .88598
91
80 40
2
61.3% 20% 55.8% 7.4% 37.9% 34% 43.5% 30.7% 35.8% 21.1%
98
100
3
32
20
27
6
12
44
39 35
25
31
2
1
Satisfied
37 34
Niether
20
4
2
Diss.
0 TCE01
TCE02
TCE03
TCE04
TCE05
Table 5.7A: variables of question B to measure the satisfaction level according to customers’ experience
TCE01: Collecting information about bank account, cards, mutual funds, loans and insurance. The results of this question as shown in table (5.7A) above are; number of answers 160, missed answers 3, Mean 3.8799, Mode 4, Standard deviation 6.7210. Satisfaction level: 61.3% (98 respondents) satisfied, 20% (32 respondents) neither, 15% (24 respondents) very satisfied and 3.7% (6 respondents) dissatisfied. TCE02: Transferring money between accounts in Nordea (internal transactions). The results of this question as shown in table (5.7A) are; number of answers 163, missed answers 0, Mean 4.2976, Mode 4, Standard deviation .61927. Satisfaction level: 55.8% (91 respondents) are satisfied, 36% (59 respondents) over satisfied, 7.4% (32 respondents) neither and 0.6% (1 respondent) dissatisfied. 55
TCE03: Buying and selling funds other securities. The results of this question as shown in table (5.7A) are; number of answers 103, missed answers 60, Mean 3.8927, Mode 4.0, Standard deviation .82785 Satisfaction level: 37.9% (39 respondents) are satisfied, 34% (35 respondents) neither, 26.2% (27 respondents) over satisfied and 1.9% (2 respondent) dissatisfied. TCE04: Starting and changing the monthly savings in funds. The results of this question as shown in table (5.7A) are; number of answers 100, missed answers 63, Mean 3.8931, Mode 4.0, Standard deviation .79681 Satisfaction level: 43.5% (44 respondents) are satisfied, 30.7% (31 respondents) neither, 23.8% (25 respondents) over satisfied and 2% (2 respondent) dissatisfied. TCE05: Charging the mobile-phone prepaid card. The results of this question as shown in table (5.7A) are; number of answers 95, missed answers 68, Mean 4.0658, Mode 5.0, Standard deviation .88598 Satisfaction level: 38.9% (37 respondents) are over satisfied, 35.8% (34 respondents) satisfied, 21.1% (20 respondents) neither and 4.2% (4 respondent) dissatisfied.
Code
5
4
3
2
TCE06 TCE07 TCE08 TCE09 TCE10
11.1% 3% 8.5% 4.9% 15.7%
59.3% 29% 35.9% 39.3% 40.7%
25.9% 53% 39.4% 55.8% 36.4%
3.7% 15% 16.2% 7.2%
80
53
60
20
3.7711 3.7929 3.6660 3.5025 3.6466
108 101 142 122 140
5156
29
28 12
Mean
-
52 62 21 41 23
Mode Std. Dev. 4.00 4.00 4.00 3.00 4.00
.69889 .73388 .86455 .59481 .81566
68
64
40
1 Valid Missed
15 4
3
48
23
57 51
Satisfied Niether
22
12
10
6
Over satisfied
Diss Over diss
0 TCE06
TCE07
TCE08
TCE09
TCE10
Table 5.7B: variables of question B to measure the satisfaction level according to customer experience
TCE06: over viewing of retirement savings. The results of this question as shown in table (5.7B) above are; number of answers 108, missed answers 52, Mean 3.7711, Mode 4, Standard deviation .69889. Satisfaction level: 59.3% (64 respondents) are satisfied, 25.9% (28 respondents) neither, 11.1% (12 respondents) over satisfied and 3.7% (4 respondents) dissatisfied.
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TCE07: making additional deposit to the retirement account. The results of this question as shown in table (5.7B) are; number of answers 101, missed answers 62, Mean 3.7929, Mode 4, Standard deviation .73388. Satisfaction level: 53% (53 respondents) are neither, 29% (29 respondents) satisfied, 3% (3 respondents) over satisfied and 15% (15 respondents) dissatisfied. TCE08: applying for services and products online. The results of this question as shown in table (5.7B) are; number of answers 142, missed answers 21, Mean 3.6660, Mode 4, Standard deviation .86455. Satisfaction level: 39.4% (56 respondents) are neither, 35.9% (51 respondents) satisfied, 8.5% (12 respondents) over satisfied and 16.2% (23 respondents) dissatisfied. TCE09: renaming & sorting accounts, cards & loans. The results of this question as shown in table (5.7B) are; number of answers 122, missed answers 41, Mean 3.5025, Mode 3, Standard deviation .59481. Satisfaction level: 55% (68 respondents) are neither, 39% (48 respondents) satisfied, 4.9% (6 respondents) over satisfied. TCE10: creating shortcuts to favorite pages. The results of this question as shown in table (5.7B) are; number of answers 140, missed answers 23, Mean 3.6466, Mode 4, Standard deviation .81566. Satisfaction level: 40% (57 respondents) are satisfied, 36% (51 respondents) neither, 15.7% (22 respondents) over satisfied and 7.2% (10 respondents) dissatisfied.
Code
5
4
3
2
1
TCE11 TCE12 TCE13 TCE14 TCE15 TCE16 100
44.2% 40.6% 13.7% 17.6% 37.6% 29.7%
38.3% 45% 40.2% 52.8% 45.2% 44.5%
16.8% 12.5% 30.8% 26.4% 16.6% 22.6%
0.7% 1.9% 15.3% 3.2% 0.6% 3.2%
-
66 57 51
72 65
71 59 47 36
40 20
Mean Mode Std. Dev. 4.2677 5.00 .75796 4.2405 4.00 .73983 3.5116 4.00 .91831 3.8295 4.00 .74520 4.1773 4.00 .74265 4.0019 4.00 .81849
84
80 60
Valid Missed 149 14 160 3 117 43 159 4 157 6 155 8
20 10
16
69
Over satisfied 46
42
Satisfied
35
28
Niether
26
18
Diss 5
3
1
5
0
TCE11
TCE12
TCE13
TCE14
TCE15
TCE16
Table 5.7C: variables of question B to measure the satisfaction level according to customer experience 57
TCE11: using verified digital signature. The results of this question as shown in table (5.7C) above are; number of answers 149, missed answers 14, Mean 4.2677, Mode 5, Standard deviation .75796. Satisfaction level: 44.2% (66 respondents) are over satisfied, 38.3% (57 respondents) are satisfied, 16.8% (51 respondents) neither and 0.7% (10 respondents) dissatisfied. TCE12: paying bills. The results of this question as shown in the table above are; number of answers 160, missed answers 3, Mean 4.2405, Mode 4, Standard deviation .73983. Satisfaction level: 45% (72 respondents) are satisfied, 40% (65 respondents) are over satisfied, 12.5% (20 respondents) neither and 1.9% (3 respondents) dissatisfied. TCE13: paying till abroad account (international transactions). The results of this question as shown in the table above are; number of answers 117, missed answers 43, Mean 3.5116, Mode 4, Standard deviation .91831. Satisfaction level: 40.2% (47 respondents) are satisfied, 30.8% (36 respondents) are neither, 13.7% (16 respondents) over satisfied and 15.3% (18 respondents) dissatisfied. TCE14: controlling the future payments. The results of this question as shown in table (5.7C) are; number of answers 159, missed answers 4, Mean 3.8295, Mode 4, Standard deviation .74520. Satisfaction level: 52.8% (84 respondents) are satisfied, 26.4% (42 respondents) are neither, 17.6% (28 respondents) over satisfied and 3.2% (5 respondents) dissatisfied. TCE15: paying by direct deposit and e-invoice. The results of this question as shown in table (5.7C) are; number of answers 157, missed answers 6, Mean 4.1773, Mode 4, Standard deviation .74265. Satisfaction level: 45.2% (71 respondents) are satisfied, 37.6% (59 respondents) are over satisfied, 16.6% (26 respondents) are neither and 0.6% (1 respondent) dissatisfied. TCE16: reviewing customer’s payment history. The results of this question as shown in table (5.7C) are; number of answers 155, missed answers 8, Mean 4.0019, Mode 4, Standard deviation .81849. Satisfaction level: 44.5% (69 respondents) are satisfied, 29.7% (46 respondents) are over satisfied, 22.6% (35 respondents) neither and 3.2% (5 respondents) dissatisfied.
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5.2.2.3 IB information quality dimensions statistics 5.2.2.3.1 Design & Features In order to know how customers perceive the design and features of the IB website, two questions were asked in the survey for that. The results of those questions are presented in table (5.8) bellow:
Code
5
DSN01 DSN02
9.2% 5.6%
4
3
2
1
33.7% 39.3% 17.8% 38% 42.9% 13.5% -
Valid Missed
Mean
Mode
163 163
3.3734 3.3789
3.00 3.00
80
0 0 70
64 55
60
Std. Dev. .88671 .77378
62 Much worse Worse
40
29 15
20
As expected
22 9
Better than Much better
0 DSN01
DSN02
Table 5.8: design & Features variables
DSN01: This section presents the results of the question about the content and structure of the bank website. From the total number of answers (163) with no missed answers, 64 respondents (39.3%) perceived the website structure as they expected, 55 (33.77%) perceived it as more than they expected, 15 (9.2%) perceived it as much better than their expectation, while 29 respondents (13.5%) perceived it as worse than they expected. The mode is 3 which show the most answered point of the scale (as expected), satisfaction average is 3.3734 and the standard deviation is .88671. DSN02: this question about the general appearance of the bank website resulted with 163 answers, where 70 respondents (42.9%) perceived it as they expected to be, 62 (38%) of them perceived it as better than they expected to be and 9 respondents (5.6%) perceived it as much better, while 20 respondents (13%) perceived it as worse than expected. This section answers have a standard deviation of .77378 and average satisfaction 3.3789. The satisfaction average score of the DSN02 and the DSN01 is around the same because the two questions are related to each other.
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5.2.2.3.2 Information Quality For the information quality, two questions were asked in the survey to cover it. The results of these questions are presented in the table (5.9) bellow with the descriptive statistics.
Code
5
INF01 INF02
9.3% 10.5%
80 70 60 50 40 30 20 10 0
4
3
2
1 Valid Missed
40.4% 42.2% 8.1% 30.1% 43.1% 16.3% -
68
162 154
1 9
Mean Mode Std. Dev. 3.5318 3.00 .76871 3.3826 3.00 .88662
66
65
Much worse
46
Worse As expected
25 16
15
13
Better than Much better
INF01
INF02
Table 5.9 Information qualities & prices knowledge
INF01: This section is the results of the question about the sufficiency and completeness of information in the bank website. The results show that 162 of 163 answered this question where 68 (42%) perceived it as expected, 65 (40.4%) perceived it as better than expected and 15 (9.3%) perceived it as much better than their expectation, while 13 respondents (8.1%) perceived it as worse than their expectation, with a standard deviation of .76871, satisfaction average score 3.5318. INF02: this second section is about the price and fees information in the website. The table (5.9) above shows that 154 respondents answered this question and 9 did not answered it. 66 (43.1%) of respondents perceived it as expected, 46 (30.1%) perceived it as better than their expectations and 16 (10.5%) of the respondents perceived it as much better than their expectation, while 25 (16.3%) of the answers perceived it as worse than expected. The standard deviation of .88662 shows the wider variation in answers than the answers in section INF01and this variation led to a satisfaction average score of 3.3836 which is less than the score in section INF01due to the variation.
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5.2.2.4 IB system quality dimensions statistics 5.2.2.4.1 Accessibility & Performance To know how customers perceive the accessibility and performance of the IB system, three questions were asked in survey. The results of them are shown in table (5.10) bellow:
Code
5
ACC01 ACC02 ACC03
12.4% 8.1% 12.3%
4
3
37% 43.8% 35% 48.7 41.7% 42.9%
2
1
6.8% 8.2% 3.1%
-
Valid Missed 163 161 163
0 2 0
Mean
Mode
3.5483 3.4576 3.6414
3.00 3.00 3.00
Std. Dev. .81335 .76454 .74589
100 80
78
71 60
60
70 68
Much worse
56
Worse As expected
40 20
20 11
13
13
20 5
Better than Much better
0 ACC01
ACC02
ACC03
Table 5.10: accessibility & performance indicators as IB customers compared with their expectations
ACC01: This section presents the results of the question about the loading and transaction speed, in the table (2.10) above the valid answers of this question is 163 with a percentage of 43.8% (71 answers) as expected, 37% (60 answers) better than expected, 12.4% (20 answers) much better than expected and 6.8% (11 answers) perceived it as worse than expected. ACC02: The results of the question about the easy navigation between links in the bank website are shown in this section in the table above. 161 respondents answered this question while two of the respondents did not, 78 (48.8%) answers perceived it as expected, 56 (35%) better than expected and 13 (8.1%) perceived it as much better than expected, while 13 (8.1%) answered it as worse than their expectation. ACC03: The third question in the accessibility and performance dimension measured how customers perceived the system performance and network speed. All the 163 respondents answered this question, with percentages of % as expected, 41.7% better than expected, 12.3% much better than expected and 3.1% worse than expected.
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The satisfaction average of the ACC01 question (.81335) is higher than the ACC02 and ACC03 questions and the standard deviation of the ACC02 question is higher than the other two questions which led to more variation in the answers and less satisfaction score. 5.2.2.4.2 Assurance & Privacy The privacy and assurance of customers’ information on the IB was measured by two questions in the survey, the results of those questions (ASS01 and ASS02) are presented in table (5.11) bellow:
Code
5
ASS01 ASS02
34.2% 33.9%
4
3
2
45.9% 19.3% 0.6% 47.2% 18.9% -
1 Valid Missed -
161 159
2 4
Mean Mode Std. Dev. 4.1445 4.00 .73561 4.1442 4.00 .70447
80
74
60 40
75
55
54
Much worse Worse
31
30
As expected
20
Better than
0
Much better ASS01
ASS02
Table 5.11 Assurance & privacy as compared by the IB customers with their expectations
ASS01: To find out how customers perceive the security on the IB, this question was asked. The results in the table (5.11) above shows that 161 of the total respondents of 163 answered this question and 74 of the perceived it as better than they expected it to be, 55 of them perceived it as much better than their expectations and 31 of them as expected. ASS02: The second question of this dimension was about the protection of the customers’ personal information. 159 of the respondents answered this question while 4 of them did not answer it with percentages of; 47.2% (75 answers) better than expected, 33.9% (54 answers) much better than expected and 18.9% (30 answers) as expected. The satisfaction average score of the two questions in ASS01 and ASS02 is around the same 4.144 and the standard deviation of both the questions is around the same too, as most of the respondents perceived these two questions almost equally.
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5.2.2.4.3 Technical & Technology update Four questions were asked in the survey about the technical and technology updates, their results are presented along with the descriptive statistics in table (5.12) bellow:
Code
5
TEC01 TEC02 TEC03 TEC04
18.5% 17.2% 7.6% 5.1%
4
3
2
1 Valid Missed
43.8% 37% 0.7% 35.6% 36.8% 10.4% 31% 55.1% 6.3% 18.3% 64.6% 12% -
146 163 158 158
Mean Mode Std. Dev. 3.8137 4.00 .73900 3.6063 3.00 .89354 3.4152 3.00 .73292 3.1829 4.00 .69409
17 0 5 5
120 102
100
87 Much better
80
64
40
58 60
54
60
Better than 49
As expected
28
27
29 17
20
12
10
1
19
8
Worse
Much worse
0 TEC01
TEC02
TEC03
TEC04
Table 5.12 Technical & Technology variables as perceived by the IB customers
TEC01: This question was asked to know how customers perceive the ability to recall information in the IB website when needed. The results in the table (5.12) show that 146 answered this question and 17 did not answer it. Better than expected was the point of the scale most chosen by respondents with 43.8% (64 answers), 37% (54 answers) as expected and 18.5% (25 answers) while just one respondent perceived it as worse than expected. TEC02: This section shows how customers perceived the efficiency of logging in system and devices of the personal IB. The results are; 36.8% (60 answers) as expected, 35.6% (58 answers) better than expected, 17.2% (28 answers) much better than expected and 10.4% (17 answers) worse than expected. TEC03: This section presents the results of system technology update question, the results show that 158 respondents answered this question with 4 missed answers, 55.1% (87 answers) perceived
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it as expected, 31.1% (49 answers) better than expected, 7.6% (12 answers) much better than expected and 6.3% (10 answers) worse than expected. TEC04: The results about the website update question are; 158 of 163 respondents answered this question which shows in the table (5.12) above, 64.6% of the respondents (102) perceived it as expected, 18.3% of the respondents (29) perceived it as better than expected and 5.1% of them (8) as much better than expected, while 19 respondents (12%) perceived it as worse than expected. The satisfaction average of these four questions TEC 01-04 from 3.18 to 3.81 is not very different as most of the respondents see this dimension (technology and technical update) as expected or better than their expectations. The standard deviation in TEC02 is the highest score in the four questions (.89354) due to the bigger variation in answers.
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6. ANALYSIS & DISCUSSION This chapter includes analysis of the findings by combining results from the qualitative and quantitative data together in relation to the presented theory. As a result CSI for the IB users were identified and categorized to identify the IB customer satisfaction level and compared to the bank managers’ perception. In order to answer the research question and fulfill its purpose; to develop knowledge and gain a better understanding about the factors that influence the IB customer satisfaction level, a new model was developed in the theoretical framework. Moreover, the findings from the survey questions with the IB customers and the interviews with Nordea managers were combined together under each variable, and each of those variables is presented within the analysis separately to identify which one has negative or positive influences on IB users. The analysis discussion is classified according to the same sequence of the descriptive statistics as presented in the findings, with a combination of the qualitative and quantities results and relating them to the theoretical framework. 6.1 IB service quality dimensions 6.1.1 Communication COM01: as presented in the findings, most of the customers perceived positively the efficiency of the communication channels as cumulative percentage of 41.1% of the total respondents are over satisfied as they perceived it as better or much better than expected. Even so, 17.2% of the IB customer shows that they are unsatisfied with the communication channels. And according the interviewees A and B; the channels of communication for the IB users is limited via a secure email and a telephone response between 08:00-20:00. Which may refers, to answer why those customers are unsatisfied. And according to Aaronson et al., 2006 communication efficiency, communication process and variety of the channels are important tools to improve service quality of online banking, also, Santos (2003, p.242) concluded from his article that a good quality web site must offer many contact methods with their customers. And respondent A reviewed that the bank is working now in the FAQ (Frequency asked questions). COM02: respondents perceived the language of communication as understandable more positively than the other dimensions within this group, as just 9.8% from the total 163 respondents perceived it as a worse choice, while other respondents are satisfied or over satisfied. This is more normal as
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most of the respondents are Swedes. And during the interviews, both interviewees A and B stated that the bank website presents just in Swedish language, and a language tool available inside the IB website that can be used to translate to other languages and no more language options. Furthermore, interviewee B declared that the bank has a dialogue with a company in order to make the website in 10 more languages including English, but that needs more time and great investment. Even the customer satisfaction level with this question is high but a clear gap occurred between the bank and IB customers who cannot speak Swedish, as Zeithaml et al., (1990, p. 89) agree that language is one of the reasons of opportunities for mistakes and misunderstandings when service providers and customers intact. COM03: Ala’ Elddin and Al-Zu´bi (2011, p. 51) referred that feedback/complaint management is one of the six quality dimensions of the IB as considered by Joseph et al. (1999). And as a result from the survey, 20 IB customers from the 162 respondents who answered the question about the speed of response in case of complaints are unsatisfied and they represent around 12.3%, while the other 87.7% are distributed between satisfied and over satisfied customers. Interviewee A referred that Nordea bank manage the complaints and customer suggestions through two main teams, the first is the ombudsmen who manage complaints and suggestions, and send reports to the headquarter, secondly Nordea have the customer support unit in Gothenburg. Interviewee B supported that and added the compensation system in case of something goes wrong with the customers, which proves how Nordea bank is working to reduce the complaints level. 6.1.2 Customer needs CUN01: this question is asked to measure suitability of the IB services to the customer needs in an accurate, timely manner as supported by Yang and Jun (2002) as cited in Ladhari (2010). The results show that 96.3% of the total respondents are satisfied or over-satisfied, while, just 6 respondents from the 162 answered surveys of this question reported it negatively as worse and they represent 3.7%. Interviewees A & B agreed about presence of some limitations especially during the weekend and those related to the transaction to outside Nordea or international transaction. And interviewee A retrieved that they are working on a project to solve that.
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CUN02: this question is asked to measure the reliability of doing what organization has promised (Bergman and Klefsjö, 2010), here 9.3% of the respondents showed unsatisfied as they chose the worse choice, while all other respondents are either satisfied or over satisfied. By asking the interviewees about that, interviewees A and B agreed that the availability of the IB services is a general promise but due to some product problems after adopting the new system in 2010, break down may occur from time to time and for that the system may close down in Sundays between 5:00-9:00 two to three times per month, and interviewee B added that the closing time is almost announced for the customers before closing. CUN03: in relation to the responsiveness, this refers to the willing of the service provider to deliver outside of the normal delivery times, and may have systems for responding to customer complaints on the same day (Lancaster and Massingham, 2011). 13% of the respondents asked as it is worse than their expectations which represent the highest score of the dissatisfied customers within this group, as it is related to all the other variables. That may be related to system break down, efficiency of communication, and delay in response in case of complaints. Previous answers of the interviewees covered clearly this part. CUN04: this variable is about customization, which refers to deliver appropriate offers in personalized formats directly to the customers (Berthouze, 2003). From the answers of this question, 13 respondents look irrelevant to customize the website according to their needs and they represent 8% from the 163 collected surveys, but customers who have more experience within this options are more over satisfied. And that represents a real experience effect as according to (Nordea.se, 2011) bank offers many options for renaming and sorting accounts, cards, loans and creating shortcuts on the customer own favorite pages. CUN05: this dimension is used to measure the availability of choice for paying methods according to the customer needs and experience (Krishnamurthy, 2005). All the collected surveys answered this question, and mostly the respondents are over satisfied and just 2 customers look dissatisfied. And that shows the range success in the IB services as Beamish and Ashford (2007, p.245) mentioned that, as a result of the success of IB, banks are aiming to create further flexibility and offer incentives to encourage customer to use IB.
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6.1.3 Total Customer Experience Chaffey et al, (2009, p.229) confirmed that the e-servqual models are too much relating to the functional design issues rather than services issues. And that is a real gap in measuring the customer satisfaction as clarified from table 2.1 in the second chapter, as all the dimensions are related to the functional design. To cover this gap, group B questions in the survey is used to measure the customer experience and the satisfaction level of the IB users of each service offered by Nordea bank. The following table summarizes the findings of all the variables of this dimension:
No. of variables 16
Total Customer Experiences Mode Valid answers Av. of the means min max Min Max 95
163
3.902
3
5
Std. Dev. Min Max 0.595 0.918
Table 6.1 Variables of question B – to measure the satisfaction level and level of experience of IB services offered by Nordea Bank
From table 6.1, the first point is how relevant each service to the IB customers, and from the answers a huge difference are occurred, as with the questions TCE05 that relates to the satisfaction level of charging the mobile-phone prepaid card, just 95 respondents showed their interest and answered this question, while all the 163 respondents answered question TEC02 which is related to the transferring money, as it is the main service while using the IB services. Moreover, within this group TCE02 variable has the highest average mean 4.2976, and this variable represents the transferring money between accounts in Nordea, while TCE09 variable has the lowest mean with a score 3.5025, and it represents renaming and sorting accounts, cards and loans. The modes of this group of questions are also variant between 3 points (Neither) and 5 (Over satisfied), that insures the different level of satisfaction between each presented service and other, and clarifies how it is important to measure each service separately, as Besterfield, et al. (2011, p. 46) stated that there are so many facets to a customer’s satisfaction with a product or service that need to be measured individually to get an accurate total picture of customer satisfaction services.
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6.2 IB information quality dimensions 6.2.1 Design & Features DSN01: this question is asked to cover the aesthetics features and content as well as structure of online catalogues (Cai and Jun, 2003 as cited in Ladhari, 2010). 17.8% of the respondents seemed dissatisfied which is the highest level of dissatisfaction in all the survey, and according to the interviewee A the bank understands the gap, but they have a challenge between modernize and not familiar with the customers, but he continued that most of the customers are very satisfied regarding that. While, interviewee B pointed out that more developing is needed. DSN02: this dimension includes content, organization, and structure of the website, which are visually appealing, fascinating, and pleasing to the eye (Kassim & Abdullah, 2010). From the findings around 86.5% of the total collected answers are satisfied from the general appearance of the website, while 13.5% of the respondents look dissatisfied as interviewee A accepted that some customers think that the bank webpage is outdated and old fashioned, but in general most of the customers like the webpage as it is and that is a challenge for the bank. 6.2.2 Information quality INF01: this question about sufficiency and detailed content, as referred by Santos (2003, pp. 233246) to the adequacy and accuracy of the useful information, concise non-repetitive information users get when visiting a web site it is important to achieve customer satisfaction. Most of the respondents seemed to be satisfied or over satisfied from the information level, as 91.9 % of them chose the choices between as expected to much better than expected, while 8.1% chose the worse answer and interviewee B informed that issues about language options may behind that. INF02: this question was to measure the dimension of the price knowledge, according to Krishnamurthy (2005, p.100) price knowledge is related to how clearly the provider informs customers about prices when using services. Both interviewees A and B informed that the bank has the prices and fees clearly illustrated on the bank homepage, and the bank depends on that to inform the IB customers about prices and different fees. From the findings 16.3% of the total 154 respondents answered this question seemed to be dissatisfied as they chose the worse option, maybe as they did not see the bank inform them clearly about the prices, although a clear and complete list about the prices found in the bank homepage.
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6.3 IB system quality dimensions 6.3.1 Accessibility & Performance ACC01: this question was to measure how the customers perceive the loading and transaction speed while using the IB services, from the findings 93.2% of the respondents perceived that as satisfied or over satisfied, while 6.8% of them look dissatisfied. That may return to the performance of the used equipment e.g. the computer processor speed or even the internet quality not with the IB system. It refers to one of the accessibility dimensions as supported by Saha and Zhao (2005). And regarding that interviewee A stated that; to improve the web site speed, the bank works with IBM (MP Nordea processor), and they have some interruption and problems but not very common. ACC02: to find how the customers perceive the ease of navigation between links, it is one of accessibility variables and it relates to the ability to get on the site easily and moving quickly back and forth through the webpage when needed (Krishnamurthy, 2005), this question was asked. From the findings, most of the respondents perceived that positively as just 8.2% of the respondents chose the negative answer and that insures the response of the interviewees in ACC01. ACC03: as network delays and application bottlenecks affect customer satisfaction, user productivity and business level (Shelly and Rosenblatt, 2010), this question was asked to find how IB customers perceive the system performance. From the findings 3.1% of the respondents answered negatively while the other 96.9% are satisfied or over satisfied, which proves the high performance of the bank network, as interviewees A confirmed that Nodrea bank spend very big money to guarantee the performance specially with the increase in the IB users. 6.3.2 Assurance & Security ASS01: this question was asked to measure the confidence that customer feels in dealing with the bank webpage. From the findings most of the customers seemed to be over satisfied, as 80.1% from the total respondents gave score 4 and 5, while just one respondent look dissatisfied. And from Nordea homepage, policy statements and quality awards are stated, this plus reputation of the bank maybe is the reason behind that level of satisfaction as Krishnamurthy (2005, p.99) stated that the provider's develop assurance through the policy statements, quality awards and consumer testimonials.
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ASS02: this question was asked to measure how the IB customers believe that the IB system can protect their privacy. And from the findings no one was dissatisfied but most of the respondents 81.1% seemed over satisfied and that proves how IB customers in Nordea trust that the bank can protect their privacy, as consumers feel trust towards a transaction when they believe that the internet bank and the associated infrastructure are able to protect their personal information during transaction and storage (Kautonen & Karjaluoto, 2008). And interview A confirmed that Nordea bank has now the best possible solutions for security compared to other banks specially after the attackers and Trojans problems in the years 2006 and 2007, and the bank secures that customers will not lose money. And interviewee B added that the bank never ask for customer codes to ensure the customer privacy. 6.3.3 Technical & Technology update TEC01: this question is asked to find out how the IB customer perceives his/her ability to recall information when needed, as Madu and Madu (2002, p.251) confirmed that it is one of the major issues while using the online services. From the survey findings, 99.3% of the total respondents are between satisfied and over satisfied while 7 respondents seemed to be uninterested about that as they chose the N/A choice and they present 4.3% from the total collected surveys. Regarding the same questions interviewee A answered that there is no any capacity limitation for IB customer transaction information but they have just the time limitation of 3 years, and customers can find the transaction information when needed within this period. TEC02 - this indicator is related to logistical or technical equipment assists customer to log in into his/her account, to find how the IB customers perceive and accept its function. Saha and Zhao (2005; p.79) stated that logistical or technical equipment factor has never been identified by previous research in the IB service sector, and they concluded it as an important factor that may affect the customer satisfaction negatively or positively. From the findings, all the 163 respondents answered this question which refers to how important it is. And most of the respondent chose the third and the fourth choices, while the dissatisfaction level is 10.4% which is the tenth in ranking of the top ten unsatisfied indicator. According to interviewee A the security procedure and log in device is the most secure one and it is upgradable, but as this card reader needs the customer bank card, the device and the private code to use it, maybe some customers see that this device is more complicated and do not perceive the security issues behind that procedures. And interviewee B confirmed that. 71
TEC03: System technology update would be fundamental with IB especially with regard to product-service innovation and enhancement to increase demand (Liao and Cheung, 2008), from the survey just 10 respondents seemed dissatisfied, while 92.7 % looked satisfied or over satisfied as that meet or exceed their expectations. Regarding that, interviewee A informed that the bank work consistently with new features to improve the system technology and performance, and they are updating the system every quarter year and refreshing the system two to three times monthly. TEC04: this question is asked to find out if the IB customers perceive the webpage update positively or negatively, that is refers to aesthetics features and content as well as structure of online catalogues (Cai and Jun, 2003 as cited in Ladhari, 2010). From the findings 102 of the respondents asked as it as expected, that shows how the IB customer are satisfied from the webpage update, while 12% seemed dissatisfied by choosing the worse option. Interviewee B stated that the bank have a challenge as they are afraid of making a hug change, the customers will not accept that, so they are developing the webpage from period to period. 6.4
Customer satisfaction level
6.4.1 CSI The CSI is calculated from the collected data according to ISO9000:2000 as cited in Hill, et al. (2003, pp.172-174) by identifying the weighting factors and the weighting score for each variable. Moreover, factors of IB services were categorized according to the IB customer satisfaction score into three main levels (stable, satisfied & over satisfied), which helped to identify the factors that affect positively or negatively the IB customer satisfaction level to answer the research question. And that is assisted to compare between the CSI of the functional related variables (Group A question) and the CSI of the services related variables (Group B questions). Also, results compared to 2010 Nordea CSI scores.
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6.4.1.1 CSI for questions of group A – Functional related variables Variable Communication
Customer needs
Design & Features Information & price knowledge Accessibility & Performance
Assurance & Privacy Technical & Technology update
Indicator
*Satisfaction Score
Weighting factor COM1 4.68% 7.07 COM2 4.69% 7.08 COM3 4.55% 6.87 CUN01 4.76% 7.18 CUN02 4.65% 7.02 CUN03 4.65% 7.02 CUN04 4.67% 7.05 CUN05 5.61% 8.48 DSN01 4.47% 6.75 DSN02 4.48% 6.76 INF01 4.67% 7.06 INF02 4.48% 6.77 ACC01 4.70% 7.10 ACC02 4.58% 6.92 ACC03 4.82% 7.28 ASS01 5.49% 8.29 ASS02 5.49% 8.29 TEC01 5.05% 7.63 TEC02 4.77% 7.21 TEC03 4.52% 6.83 TEC04 4.22% 6.37 100.00% *Customer satisfaction index per respondent =
Weighting score 0.331 0.332 0.313 0.342 0.326 0.326 0.329 0.476 0.302 0.303 0.316 0.303 0.334 0.317 0.351 0.455 0.455 0.385 0.344 0.309 0.269
7.218 72.2%
Table 6.2 CSI results for functional related dimensions *Satisfaction scores are calculated according to Likert 10 points scale as ISO900:2000 as cited in Hill, et al. (2003, pp.172-174) by multiplying the average by 2, as the survey has 5 points score.
From the results above the CSI of the IB per respondent is 72.2%, and by comparing this result with Nordea bank CSI for 2010 which was 71% (EPSI Rating, 2010) as discussed earlier in Nordea chapter, a close result appears as both measured the functional issues. Within group A questions the scale of the weighting score for the main choices are: Dissatisfied score has mean 2 or less = 0.105 or less, Satisfied score has mean equal 3 = 0.238 Over satisfied score that has mean equal 4 or five = 0.423 or more.
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And these scores helped to classify the variables according to their important of customer satisfaction. 6.4.1.2 CSI for questions of group B – Service related variables Indicator
*Satisfaction Score
Weighting factor
Weighting score
TCE01 TCE02 TCE03 TCE04 TCE05 TCE06 TCE07 TCE08 TCE09 TCE10 TCE11 TCE12 TCE13
7.76 8.59 7.78 7.79 8.13 7.54 7.58 7.33 7.01 7.29 8.54 8.50 7.02
6.21% 6.88% 6.24% 6.24% 6.51% 6.04% 6.07% 5.87% 5.61% 5.84% 6.84% 6.81% 5.62%
0.482 0.591 0.485 0.486 0.529 0.455 0.460 0.430 0.393 0.426 0.584 0.579 0.395
6.13% 0.470 6.69% 0.559 6.40% 0.512 100% 7.836 *Customer satisfaction index per respondent = 78.4% Table 6.3 CSI results for services related dimensions *Satisfaction scores are calculated according to Likert 10 points scale as ISO900:2000 as cited in Hill, et al. TCE14 TCE15 TCE16
7.66 8.35 8.00
(2003, pp.172-174) by multiplying the average by 2, as the survey has 5 points score.
Table 6.3 shows that the average customer satisfaction index per IB users in Nordea when it is related to the services variables is 78.4%. Within group B questions the scale of the weighting score for the main choices is: Dissatisfied score has mean 2 or less = 0.128 or less Stable (neither satisfied nor dissatisfied) score has mean equal 3 = 0.288 Satisfied score has mean equal 4 = 0.512 Over satisfied score has mean equal 5 = 0.801. These scores helped to classify the variables according to their important of customer satisfaction.
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6.4.2 Ranking of IB factors as rated by the respondents 6.4.2.1
Ranking of the functional related variables
Weighting score
Weighting score of functional related variables 0,5 0,45 0,4 0,35 0,3 0,25 0,2 0,15 0,1 0,05 0
0,476 0,455 0,455
0,351
0,385 0,344
0,342
0,334
0,332
0,329
0,331
0,326
0,326
0,316
0,317
0,303 0,302 0,303 0,269
0,309
0,313
Fig. 6.1 Weighting scores classification of the function related variables According to table 6.2 and figure 6.1 variables of the functional related variables are classified according to the survey as follow: The over satisfied variable (variables have score 0.423 or more): three variables were indicated within this group and classified according to the following ranking; CUN05 (Flexibility of paying methods) with score 0.476, ASSO1 (Assurance) with score 0.455, and finally ASS02 (Privacy) with score 0.455. The satisfied variables (variables that have score between 0.239 – 0.422): all the other 19 variables are included within this group with the following ranking: TEC01 (Storage capacity) with score 0.385, ACC03 (System performance) with score 0.351, TEC02 (log in device) with score 0.344, CUN01 (Availability) with score 0.342, ACC01 (loading & transaction speed) with score 0.334, COM02 (Communication language) with score 0.332, COM01 (Communication channels) with score 0.331, CUN04 (Customization) with score 0.329, CUN02 (accuracy of services as promised) with score 0.326, CUN03 (fulfillment to customer needs) with score 0.326, ACC02 (Navigation between links) with score 0.317, INF01 (Information quality) with score 0.316, COM3 (Speed of response in case of complaints) with score 0.313, TEC03 (System update) with score 0.309, DSN02 (General appearance) with score 0.303, INF02 (Price knowledge) with
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score 0.303, DSN01 (Content and structure) with score 0.302, and TEC04 (Website update) with score 0.269 score. 6.4.2.2 Ranking of the service related variables
Weighting score of the service related variables 0,7
0,591
0,6 0,5
0,584
0,579
0,529
0,559
0,4
0,512
0,486
0,482
0,485
0,460
0,470
0,3
0,430 0,455
0,426
0,395 0,393
0,2 0,1
0
Weighting score Fig. 6.2 Weighting scores classification of the service related variables According to table 6.3 and fig. 6.2 IB respondents perceived the quality of the service variables and level of satisfaction as follow: Satisfied variables with score 0.512 till 0.801: within this group, 6 variables are ranked as follow: TCE02 (Transferring money between Nordea accounts) with score 0.591, TCE11 (Using verified digital signature) with score 0.584, TCE12 (Paying bills) with score 0.579, TCE15 (Paying to direct debit and e-invoice) with score 0.559, TCE05 (Charging mobile-phone) with score 0.529, and finally TCE16 (Reviewing paying history) with score 0.512. Stable variables (Neither satisfied nor dissatisfied) with score between 0.228 – 0.511): with this group all the other 7 variables are ranked as follow; TCE04 (Starting and changing in funds) with score 0.486, TCE03 (Buying and selling funds) with score 0.485, TCE01 (Collecting information) with score 0.482, TCE14 (Controlling the future payment) with score 0.470, TCE07 (Making additional deposit to the retirement account) with score 0.460, TCE06 (Over viewing of retirement saving) with score 0.455, TCE08 (Applying for service and products) with score 0.430,
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TCE10 (Creating own shortcuts) with score 0.426, TCE13 (Paying till abroad) with score 0.395, and finally TCE09 (renaming and sorting accounts, cards…) with score 0.393. Within the following tables, four main classifications of the measured variables have been classified according to the answers of the respondents; over satisfied variables which are all from group A, satisfied variables from group A and group B, stable variables from group B and dissatisfied variables according to the dissatisfaction percentages. Satisfaction level Over satisfied
Satisfied
Group A variables Rank Variable CSI Score 1 CUN05 0.476 2 ASS01 0.455 3 ASS02 0.455 4 TEC01 0.385 5 ACC03 0.351 6 TEC02 0.344 7 CUN01 0.342 8 ACC01 0.334 9 COM02 0.332 10 COM01 0.331 11 CUN04 0.329 12 CUN02 0.326 13 CUN03 0.326 14 ACC02 0.317 15 INF01 0.316 16 COM03 0.313 17 TEC03 0.309 18 INF02 0.303 19 DSN02 0.303 20 DSN01 0.302 21 TEC04 0.269
Satisfaction level
Satisfied
Stable
Group B variables Variable CS1Score TCE02 0.591 TCE11 0.584 TCE12 0.579 TCE15 0.559 TCE05 0.529 TCE16 0.512 TCE04 0.486 TCE03 0.485 TCE01 0.482 TCE14 0.470 TCE07 0.460 TCE06 0.455 TCE08 0.430 TCE10 0.426 TCE13 0.395 TCE09 0.393
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Table 6.4 Satisfaction levels of IB customers Ranking according to the dissatisfaction percentages from the total responses Rank 1 2 3 4 5 6 7 8 9 10
Variable DSN01 COM01 INF02 TCE08 TCE13 TCE07 DSN02 CUN03 COM03 TEC04
% 17.8 17.2 16.3 16.2 15.3 15.0 13.5 13.0 12.3 12.0
Rank 11 12 13 14 15 16 17 18 19 20
Variable TEC02 COM02 CUN02 CUN04 ACC02 INF01 TCE10 ACC01 TEC03 TCE05
% 10.4 9.8 9.3 8.7 8.2 8.1 7.2 6.8 6.3 4.2
Rank 21 22 23 24 25 26 27 28 29 30
Variable TCE06 TCE01 CUN01 TCE14 TCE16 ACC03 TCE04 TCE03 TCE12 CUN05
% 3.7 3.7 3.7 3.2 3.2 3.1 2.0 1.9 1.9 1.3
Rank 31 32 33 34 35 36 37
Table 6.5 Dissatisfaction % of each variable according to the total respondents
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Variable TCE11 TEC01 TCE02 TCE15 ASS01 ASS02 TCE09
% 0.7 0.7 0.6 0.6 0.6 0 0
From all above, the functional and service related factors are classified according to their influence on IB customer satisfaction level into three groups: Factors that have positive significant influence on IB customer satisfaction level: includes eight variables that have the highest CSI scores and the lowest dissatisfaction percentage i.e. ASS01, ASS02, CUN05, TCE02, TCE11, TCE12, TCE15, and TEC01; these factors are related to the privacy, security, flexibility of the services, storage capacity and payment issues, as confirmed by Ala’ Eddin and Al-Zu’bi (2011, p. 57), in their article privacy, security, convenience got the highest grade in the impact on IB customer satisfaction. Factors that have negative impact on IB customer satisfaction level: includes 12 factors that have the lowest CSI scores and the highest dissatisfied percentage i.e. COM01, COM02, COM03, CUN03, DSN01, DSN02, INF02, TCE07, TCE08, TCE13, TEC02, and TEC04; these factors are mostly related to the communication, design & features, price knowledge, applying for services and products online, paying till abroad, managing retirement savings, log in device system, and fulfillment of customer needs, those factors are all discussed at the beginning of the analysis, and connected with the theory and interviewees responses. Factors that have stable influence on IB customer satisfaction level: includes the other 17 factors that have moderate CSI scores and moderate dissatisfaction level i.e. CUN01, CUN02, CUN04, CUN05, INF01, ACC01, ACC02, ACC03, TEC03, TCE01, TCE03, TEC04, TEC05, TEC06, TEC09, TEC10, TCE14, and TCE16; and these factors are mostly related to the customer needs, information quality, accessibility & performance, technology update in addition to those additional service related variables e.g. collecting information, dealing with funds, charging mobile phone, customization, controlling the future payments and reviewing payment history. 6.5 Identifications of the gaps In the research model authors discussed five main gaps which are related to the service quality and to guarantee customer satisfaction. By analyzing the collected these gaps are identified as follow: Gap1: Argenti (2002, p.60) identified that this gap represents the difference between management’s perception of customer expectations and the actual customer expectations. This gap is one of the main aims of this study. The IB users’ perception according to their expectations was covered by the group A questions in the surveys and the bank perception was covered by the
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interview questions. The interviews results show that the bank perceives what the customer needs are and works to develop the service quality to meet those needs, but according to interviewees opinions that needs big investments and more time. From the survey results, 10% or more of the respondents perceived negatively eleven variables, eight of them from the functional related variable, and represent; the design & features, communication, price knowledge, responsiveness, and log in device. And the last three from the services related variables i.e. applying for services and products online, paying till abroad, managing retirement savings. Discussion about all those variables was at the beginning of this chapter and connected to the interviewees responses. But finally, it is clear that the problem is presented and the bank perceive it and working on it, but that needs investing more money, time and securing the IB as interviewee B perceived. Gap2: Bergman and Klefsjö (2010, p.342) clarified that this gap appears between the company’s perceptions of customer expectations and the service quality specifications. This gap is clearly occurred, as from the interviewees the management knows the presence of some problems i.e. language of communication, design and features of the webpage, and the bank is working now to solve most of those negative variables, to develop the service quality specification as the customers need. To cover this gap, according to interviewee A the bank uses the UIT (The Usability Team) to solve this problem and make surveys to see how new services work and quality specification is perceived by the IB customers. Gap3: it is due to the inability of management and employees to do what should be done (Lamb et al., 2008), this gap is covered by question 14th in the interview, and interviewee A answered: the system is stable and IB users can do most of the services without need to go to the branch. Gap4: that results according to the difference between the expected service and the perceived service from the customers’ point of view of (Argenti, 2002), and that part was covered by question group A in the survey, and most of the services and variables measured met the customer expectations or may have exceed, just few customers perceived it negatively and that is clarified by the classification of the customer satisfaction level.
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Gap5: this gap is related to the complaints management, how that bank deals with that, and how the customers perceive that. It is covered by the communication questions (1-3) in the survey and the interviews questions 1, 2, 3. From the result of the survey, although respondents are mostly perceived positively, but high percentages of dissatisfaction occur within this group, as the 17.2% of the respondents perceived the efficiency of communication channels as worse than expected, 9.8% perceived the language of communication as worse than expected, and 12.3% perceived speed of response as worse than expected. And the interviewees commented that communication channels are limited to e-mail or telephone channels at fixed time and nothing more, and that may take few days to respond depending on the system, and the bank have two teams working on that as discussed earlier. A clear gap occurs here which leads to dissatisfied customers.
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7. CONCLUSION This study was conducted to find out how the factors created by IB influence the customer satisfaction level, and aimed to develop and extend knowledge regarding the measurement procedures of the customer satisfaction level of the IB users. To achieve that, authors arrived to the following conclusion:
Identifying factors affecting IB customer satisfaction To identify these factors from different dimensions, authors aimed to identify three different groups of factors; IB service related factors, Functional related factors, and managerial related factors, which may influence the customer satisfaction level. IB services related issues were identified by using books, article and web-page of Nordea bank, and this classification is found in the second chapter section (2.3). Additionally, to identify the functional related dimensions, e-SQ and IB service quality dimensions were retrieved from 15 articles and working papers to collect 25 dimensions (table 2.1). 14 dimensions of those which are mostly related to IB along with the service related dimension were grouped into seven main groups and classified under three different categories as follow: Perceived IB Service Dimensions: composed of those dimensions, which are mostly related to the nature of service offered by the bank i.e. Communication, Customer needs (includes; Fulfillment, Responsiveness, Customization and Flexibility) and Total customer experience that relates to each of IB services offered by the bank. Perceived IB Information Dimensions: includes two main dimensions; Design & Features and Information Quality (Total information quality & Price Knowledge). Perceived IB System Dimensions: includes Accessibility & Performance, Assurance & Privacy, and Technical and technological update (Storage Capability, Technical equipment and Technology update). Finally, four main gaps related to the managerial issues were identified depending on the research model; communication gap, interpreting customer needs to the system gap, delivering gap and managing complaints gap.
Measuring the factors influence the customer satisfaction level of IB services quality After identifying the factors that influence the IB customer satisfaction level with the help of the research developed model (fig. 2.4), those factors were interpreted into the IB customer survey questions and Nordea managers’ interviews questions. Findings from the survey were used to measure the CSI of the IB users, and by identifying the weighting score for each used variable three level of satisfaction were identified; over satisfied, satisfied and stable. 81
Then ranking of the variable were classified under three main groups; Factors that have positive significant influence on IB customer satisfaction level: related to the privacy, security, flexibility of the services, storage capacity and payment issues. Factors that have negative impact on IB customer satisfaction level: related to the communication, design & features, price knowledge, applying for services and products online, paying till abroad, managing retirement savings, system log in device, and fulfillment to customer needs, those factors are all discussed at the beginning of the analysis, and connected with theory and interviewees responses. Factors that have stable influence on IB customer satisfaction level: related to the customer needs, information quality, accessibility & performance, technology update in addition to those additional service related variables e.g. collecting information, dealing with funds, charging mobile phone, customization, controlling the future payments and reviewing payment history.
Identifying the gaps that may influence IB customer satisfaction level After analyzing qualitative and quantitative collected data and relating them to the theoretical concepts, authors covered the research model gaps, which are: Gap1: From the interviews in total Nordea bank perceives what are the customer needs and works to develop the service quality to meet the customer needs. From the survey results, 17.8% - 10.4% of the respondents perceived negatively 11 variables. Finally, it is clear that the problem is presented and the bank perceives it and works on it, but that needs more investment of money, time and securing the IB. Gap2: this gap occurs clearly, as the bank is aware of some problems i.e. language of communication, design and features of the web-page and they are working now to solve those problems through the UIT (Usability Team). Gap3: this gap does not occur within the IB services because all the users have the same services. Gap4: this gap is covered by group (A) questions in the survey, where most of the services and variables meet the customer expectations or may exceed, while few customer perceived them negatively this is clarified by the classification of the customer satisfaction level. Gap5: this gap is related to the complaints management, it occurred from the results of the survey, and the bank confirmed its presence according to the limitations of communication channels to email and telephone in specific times, in addition the response of emails may take few days depending of the system.
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8. FURTHER RESEARCH This research has discovered many new questions in the subject of Internet banking and customer satisfaction. These questions can be proposals for further studies within this area. Firstly, this research would be generalizable if it is conducted within a larger number of banks using probability sampling techniques to better represent the population. Thus, further studies with a greater extension by covering larger number of banks would be interested in the future. Secondly, measuring customer satisfaction depending on the combination of service related factors and function related factors within this work paper is quite new, as most of the earlier studies measured customer satisfaction depending on the function related factors only. Thus, further research would be interesting to conduct using this combination with the help of the developed model in this research. Furthermore, the model developed by the authors in this research (IBSQ model) could be used to identify the factors that influence customer satisfaction in other electronic based services than banks too.
9. ETHICAL ISSUES As banking deals with personal accounts and personal data of the customers, privacy of the customers and their personal data was taken into consideration during the whole process of the thesis. The first step of the thesis started with gaining the permission from the bank to conduct the study. Secondly, the interviewees were asked for their permission to conduct the interviews with and interview questions sent to them before the interview, taking in consideration their respect and privacy. The third step was asking the bank for permission to distribute the survey, therefore the survey was sent to the bank before distributing it, in order to take their feedback into consideration. In addition, privacy statement was included in the survey and the interview question in order to inform the respondents that the collected data will be treated confidentially and just for study purpose. Furthermore, during the process of collecting the data, any private question about customers’ names, accounts and other private issues were not asked at all, and respondents answered without any interruption from the authors.
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Nordea Annual Report, 2009. [Online]. Available at: http://tinyurl.com/3fydcce [Accessed: 1st Feb., 2001] Nordea, 2010. Annual report 2010. [online] Available at: [Accessed 24 March 2011] Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7, 213-233. Pedrajas, G. et al., IEA/AIE 2010. Trends in Applied Intelligent Systems, 23rd International Conference on industrial engineering and other application. Berlin: Springer-Verlag. p. 692. Praeg, C. and Spath, D., 2011. Quality management for IT services: perspectives on business and process performance. Hershey, PA: Business Science Reference. pp.16-25. Pride, M, Hughes, J. and Kapoor, R, 2009. Business. 10Th Ed. Mason, OH: South-Western. pp. 544-545. Riquelme, H., Mekkaoui, K. and Rios, R., 2009. Internet banking customer satisfaction and online service attributes. Journal of Internet Banking and Commerce. 14(2) Safenna, R., Abdullah & Date, H., 2009. Customer Perspectives on E-business Value: Case Study on Internet Banking. Journal of Internet Banking and Commerce. 15(1) Saha, P. & Zhao, Y., 2005. “Relationship between Online Service Quality and Customer Satisfaction: A Study in Internet Banking”, Master Thesis. Luleå University of Technology. Santos, J., 2003. E-service quality: a model of virtual service quality management. Managing Service Quality 13(3). pp. 233-246. Saunders, M. Lewis, Ph. and Thornhill, A., 2009. Research methods for business students. 5th Ed. Essex: Pearson Education Limited, pp.157-213 Sapsford, R. and Jupp, V., 2006. Data collection and analysis. 2nd ed. London: The Open University in assoc. with Sage, pp.25-28 SCN Education B.V., 2001. Electronic banking: the ultimate guide to business and technology of online banking. Frider: Vieweg & Sohn Verlagsgesellschaft mbH, Braunschweig/Wiesbaden. p.81 Shelly, B. and Rosenblatt, J., 2010. System analysis and design, 8th Ed. Boston, MA: Course Technology. p. 571. Srinivasan, R., 2009. Services marketing: the Indian context, 2nd Ed. New Delhi: PHI learning Private Ltd. p.126 Steinhagen, J., and Kerrebroeck, L., 2006. Too busy to wait in line, just click and bank online. Jönköping: International Business School, Jönköping University.
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89
Appendix I
Interview questions for Master Thesis Dear Sir: This survey is part of a thesis to attain Master Degree in Marketing from University of Skövde. Aimed to identify and measure the factors influence customer satisfaction of internet banking users. Your response will be very helpful to identify the customer needs. (Data will be treated confidentially and just for study purpose). Name:……………………………………………………………………………………………………………………………. Position: City:…………………………………………………………………………………………………………………………………… 1.
……………………………………………………………………………………………………………………………………………………………………………………………………………………………….……………………………………………………………………………………………………………………………………………………………………………………………………………………………….
What are the communication processes adopted by the bank in case of complaints or customer suggestions?
2.
Which communication channels are available between the bank and the IB users? Are they active around the clock?
3.
Are there any language options for IB user, what if the user does not know Swedish?
4.
Are there any transaction limitations during the weekend days and holidays?
5.
Have the bank made any earlier promise for the IB users and did not fulfill it?
6.
How do your customers perceive the bank webpage design, general appearance, contents and easy navigation? Did the bank receive any complaints or suggestions relating to the webpage?
7.
How the bank informs its customers about interest prices and fees?
8.
Nordrea.se has around 195,319 page viewers per day (http://sitelogiq.com/nordea.se), how can the bank guarantee the site performance and network speed to keep that traffic?
9.
How can the bank guarantee protection of customer privacy?
10. Does private customer has limited capacity to store his/her transactions information, how long can the customer go back to retrieve his/her transactions information when needed? 11. How often the bank updates its technological system (security, information, log in systems and services)? 12. How customers perceive the safety level while using IB services? 13. How the bank identifies and understands the IB users’ needs? 14. How the bank delivers the IB users needs and expectations to its employees?
90
Master Survey Dear, If you have Nordea internet banking account, please answer the questions bellow. This survey is a part of a thesis to attain Master Degree in Marketing. It aims to identify and measure the factors influence internet banking customer satisfaction. Your response will be very helpful to identify your needs. (Data will be treated confidentially and just for study purpose).
Gender: Female Male
Age: 18-24
25-45
46-65
over 65
According to your personal expectations, compare the internet banking services you have received. Note: Please choose just one box on each line, and choose the N/A box if it is not relevant to you. According to your expectation, how can you perceiveMuch better the following? 1.
Efficiency of communication channels (e-mail, online chat ...etc)
2. Understandable language of communications 3. Speed of response in case of complaints 4. Services available when needed 5.
Accurate services as promised
6. Bank is ready to fulfill customer needs 7.
Contents and structure of the web are clear and sufficient
8. General appearance of the web 9. Enough and complete information in the web 10. Clear information about price of services (transaction fees, annual fees ... etc) 11. Loading and transaction speed 12. Easy navigation between links & search ability 13. Feeling secure while using your account 14. The ability to modify the web site according to customer requirements 15. Availability of different paying methods (PlusGiro, BankGiro, AutoGiro, E-fakura...etc). 16. System performance and network speed 17. Protection of personal information
91
Better
As expected
worse
Much worse
N/A
According to your personal expectations, compare the internet banking services you have received. Note: Please choose just one box on each line, and choose the N/A box if it is not relevant to you. A. According to your expectation, how can you perceive the following?
Much better
As expected
Better
worse
Much worse
N/A
18. Ability to recall information when needed 19. Efficiency of the system log in device & procedures 20. System technology update 21. Website update
According to your personal experience, show how satisfied you are with the internet banking services. Note: Please choose just one box on each line, and choose the N/A box if it is not relevant to you. B. How satisfied you are with the following Internet banking services? 1.
Over satisfied
Satisfied
Neither
Dissatisfied
Over dissatisfied
N/A
Collecting information about your accounts, cards, mutual funds, loans and insurance
2. Transferring money between accounts in Nordea 3. Buying and selling funds and other securities 4. Starting and changing the monthly savings in funds 5.
Charging your mobile prepaid card
6. Over viewing of retirement savings 7.
Making additional deposit to your retirement account 8. Applying for services and products (loans, credit cards, debit cards ...)
9. Renaming and sorting accounts, cards and loans 10. Creating your own shortcuts to your favorite pages 11. Using verified digital signature (e-ID) 12. Paying bills 13. Paying till abroad account 14. Controlling the future payments 15. Paying by Direct Debit and e-invoice 16. Reviewing your payment history (Account statement)
Your Comment: ----------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------**Thank you for your kind participation**
92
Enkät av Examensarbete Om du har Nordea Bank Internettjänst, vänligen besvara frågorna nedan. Denna enkät är en del av en examensavhandling för att uppnå magisterexamen i marknadsföring. Syftet med denna studie är att identifiera och mäta de faktorer som påverkar kundernas nöjdhet. Dina svar kommer att vara till stor hjälp för att identifiera dina behov i Nordeas internetbanken. (Uppgifterna du lämnar kommer att behandlas med sekretess och endas användas i studie syfte). Kön:
Kvinna
Man
Ålder:
18-24
25-45
46-65
Över 65
Enligt dina personliga förväntningar, jämför de internet banktjänster du har fått från Nordea Obs: Välj bara en ruta på varje rad och välj vet ej, om frågan inte är relevant för dig. A. Hur uppskattar du Nordeas tjänster jämfört med dina förväntningar? 1.
Mycket bättre
Effektivitet av kommunikationskanaler (e-post, telefon, chatt ...etc)
2. Förståligt språk i kommunikationen med banken 3. Snabbhet av svar vid besvär 4. Tjänster finns när de behövs 5.
Exakta tjänster som utlovas
6. Banken är redo att uppfylla kundernas behov 7.
Innehåll och strukturen på hemsidan är klar och tillräckliga
8. Allmänna utseende på hemsidan 9. Tillräcklig och fullständig information på hemsidan 10. Tydlig information om priser på tjänsterna 11. System snabbheten 12. Hemsidans navigering mellan länkar och sök möjlighet 13. Att känna sig säker när du använder ditt konto 14. Anpassning av hemsidan efter kundens behov 15. Tillgängligheten för olika betalningssätt (Plusgiro, Bankgiro, Autogiro, E-faktura ...etc) 16. Systemets utförande och hastighet 17. Skydd av personliga uppgifter 18. Möjlighet att återfå äldre konto information vid behov
93
Bättre
Som förväntat
Sämre
Mycket sämre
Vet ej
Enligt dina personliga förväntningar, jämför de internet banktjänster du har fått från Nordea Obs: Välj bara en ruta på varje rad och välj vet ej, om frågan inte är relevant för dig. A. Hur uppskattar du Nordeas tjänster jämfört med dina förväntningar?
Mycket bättre
Bättre
Som förväntat
Sämre
Mycket sämre
Vet ej
19. Effektiviteten av inlogningsenheten och dess procedur 20. Uppdatering av nya tekniska system 21. Uppdatering av hemsidan
Enligt dina personliga erfarenheter, visa hur nöjd är du med Internet banktjänster. Obs: Välj bara en ruta på varje rad och välj vet ej om frågan inte är inte relevant för dig. B. 1.
Hur nöjd är du med frågorna nedan?
mycket nöjd
Nöjd
Varken eller
Missnöjd
mycket misshöjd
Vet ej
Samling av uppgifter om konton, kort, fonder, lån och försäkringar
2. Överföringar mellan konton 3. Köpa och sälja fonder/värdepapper 4. Starta och ändra månadssparande i fonder 5.
Ladda kontantkortet till mobilen
6. Översikt för pensionssparande 7.
Göra extrainsättning till ditt pensionskonto
8. Ansöka om tjänster och produkter (Lån, kreditkort, kontokort...) 9. Döpa om och sortera konton, kort och lån 10. Skapa egna genvägar till dina favoritsidor i tjänsten 11. Användning av digital signatur (E-legitimation och bank ID) 12. Betala räkningar 13. Betala till konton utomlands 14. Kontrollera och ändra kommande betalningar 15. Betala med autogiro och E-faktura 16. Hitta betalningshistorik (kontoutdrag) Dina anmärkningar ----------------------------------------------------------------------------------------------------------------------------- -----
----------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------ -------------------------------** Tack för ert deltagande**
94
Collected data from the survey responses imported from the SPSS program Cases DEM01 1 0 2 0 3 1 4 1 5 0 6 1 7 1 8 0 9 0 10 1 11 0 12 1 13 0 14 1 15 0 16 0 17 1 18 0 19 0 20 1 21 1 22 1 23 1 24 0 25 1 26 1 27 0 28 1 29 1 30 1 31 1 32 0
DEM02 1 1 2 2 1 2 2 2 3 3 2 2 2 2 1 3 1 3 2 3 2 3 3 1 3 2 1 2 2 3 2 2
COM01 COM02 COM03 4 5 5 4 5 4 4 3 3 3 3 4 2 3 3 5 4 3 4 4 4 3 3 3 3 3 3 5 5 5 3 4 3 3 3 3 3 3 3 3 3 4 3 3 4 3 4 4 2 3 3 4 4 3 5 4 4 4 4 5 5 4 3 4 4 5 3 4 4 2 3 3 4 4 3 2 4 2 3 3 3 4 4 3 4 4 4 3 3 3 3 3 3 2 3 3
CUN01 CUN02 CUN03 CUN04 CUN05 TCE01 TCE02 5 5 5 4 5 5 5 4 4 4 5 5 5 5 5 5 4 3 4 4 4 5 5 5 4 5 3 5 3 4 4 4 5 4 4 4 4 4 3 5 4 5 5 5 5 5 4 3 4 3 3 4 3 4 5 5 3 3 3 3 4 4 4 4 4 3 4 3 3 4 4 3 3 3 3 4 4 2 2 2 4 3 4 4 3 2 2 3 4 3 3 3 4 3 4 4 5 5 3 3 4 3 4 4 5 4 4 4 4 5 5 5 5 3 5 4 5 5 5 3 3 3 3 4 4 4 5 5 5 5 5 4 5 4 4 5 5 5 5 5 4 5 4 4 4 4 3 4 4 4 4 4 4 4 3 3 4 4 4 4 4 5 4 5 4 5 4 4 3 3 3 3 4 4 4 3 3 2 4 4 4 4 3 3 4 4 4 4 4 4 4 3 4 3 4 3 5 5 5 4 4 4 4 4 4 3 4 5 5 5 4 4 4 3 4 4 3 3 4 5 3 4
95
TCE03 TCE04 TCE05 5 5 5 5 4 4 3 3 3 5 3 3 4 3 4 4 3 3 4
4 3 2
4 3 2
3
4
TCE06
TCE07
3 3 4 3 4 4
3 3 3 3 4 4
3
3
3 3
2 4
3 4
4
4 4
4 5
5 4 4 3 4 4 3
5 3
4 3
4 3
4 5 3
4 5 3
3 3 3
4 3 3
4
4
4
3 3
3
3
3
5 5
4 3 4 4 3
4 4 3 3
4 4 3
Cases DEM01 33 0 34 0 35 1 36 0 37 0 38 0 39 1 40 1 41 0 42 1 43 1 44 1 45 0 46 1 47 0 48 0 49 1 50 0 51 0 52 1 53 0 54 1 55 1 56 1 57 0 58 1 59 1 60 0 61 1 62 0 63 1 64 0 65 0
DEM02 3 2 1 2 2 1 2 1 2 3 2 3 2 1 1 3 3 2 2 3 3 1 2 2 2 3 2 3 2 2 3 2 2
COM01 COM02 COM03 4 4 4 3 3 3 2 2 3 3 3 4 2 3 2 3 4 4 2 2 4 3 3 4 4 4 4 2 3 2 4 4 3 4 4 3 4 3 4 2 3 2 4 5 5 2 2 2 3 3 3 3 3 4 4 4 3 4 4 3 4 4 4 5 5 3 3 3 3 4 4 4 2 3 3 3 4 3 3 3 3 4 4 3 4 2 2 4 4 3 2 3 2 2 2 3 2 2 2
CUN01 CUN02 CUN03 CUN04 CUN05 TCE01 TCE02 3 3 3 3 5 4 5 4 4 4 4 5 4 3 4 3 3 3 2 4 4 4 3 4 3 5 3 2 2 4 4 2 4 3 3 3 4 4 4 4 4 3 2 4 4 4 3 3 3 4 5 5 5 3 3 3 3 5 3 5 3 3 3 2 4 3 4 4 4 3 2 5 3 5 5 5 5 3 4 4 5 3 3 3 3 5 4 5 4 4 4 4 3 4 2 4 4 4 2 5 4 5 3 3 3 4 5 5 4 4 4 4 2 4 4 5 4 4 4 3 5 2 4 4 4 4 4 5 4 5 4 4 4 4 5 4 5 3 3 2 5 4 4 4 4 4 4 5 4 5 4 4 4 3 5 4 3 3 2 2 2 5 4 4 4 2 3 2 5 2 4 3 3 4 5 4 4 4 4 4 4 3 5 4 5 4 4 4 4 5 4 5 5 5 2 2 5 3 3 4 4 4 3 3 4 4 3 4 3 2 4 3 4 3 2 2 2 4 3 4 2 2 2 3 3 5 5
96
TCE03 TCE04 TCE05 5 5 5 5 5 4 4 3 3 4 5 5 4 5 5 4 5 3 4 5 3 4 4 2
4 5 5 4 5 3 4 5 3 4 4 2
4
4
3
3
5 4 4
5 4 4
TCE06 4 3
TCE07 4 3
3 3 2 4
5 4 2 3 2 4
5 4 2 2 2 4
4
5
5
5 4
4 4 4 5 4 3 4 3 4 3
4 4 4 5 4
5
5 5 5 5 5 3 5 5 2 5 4 5 5
4
4 3 4 4
Cases DEM01 66 1 67 0 68 1 69 1 70 1 71 0 72 1 73 1 74 0 75 1 76 1 77 1 78 1 79 0 80 1 81 1 82 0 83 0 84 0 85 1 86 1 87 0 88 0 89 0 90 0 91 1 92 0 93 0 94 1 95 1 96 1 97 1 98 1
DEM02 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 2 3 3 1 2 3 3 2 1 1 3 3 2 2 2 2 2
COM01 COM02 COM03 2 2 2 5 3 5 4 4 4 4 4 3 4 4 4 5 5 4 3 3 3 3 3 4 4 3 4 4 3 4 4 4 3 4 3 4 4 3 4 4 5 3 4 2 3 4 4 4 3 4 4 5 5 4 5 5 4 4 4 4 3 4 3 5 5 4 3 3 4 3 3 4 3 3 3 3 3 3 3 3 3 3 3 4 3 3 4 3 4 4 4 2 3 4 2 3 4 3 3
CUN01 CUN02 CUN03 CUN04 CUN05 TCE01 TCE02 3 2 2 2 3 3 4 3 3 3 4 3 4 5 3 4 3 4 4 4 3 3 3 5 5 4 4 3 3 3 4 4 4 4 5 5 5 4 4 4 3 3 3 3 4 4 4 4 3 5 3 3 4 5 3 4 4 4 5 5 4 4 4 4 3 3 4 5 3 3 3 4 4 4 4 3 3 3 5 3 4 4 4 4 3 5 3 5 4 3 3 4 5 5 4 4 3 2 5 2 4 3 4 3 4 5 5 5 3 3 3 4 5 3 5 3 3 3 3 5 4 5 3 3 4 4 5 4 5 3 3 3 3 5 4 5 3 3 4 4 5 3 5 3 3 3 3 5 4 4 5 5 5 4 5 3 5 3 3 3 3 5 4 5 4 4 4 5 5 5 4 4 4 4 5 3 4 3 3 4 3 4 5 5 4 4 4 4 5 4 4 3 3 3 3 5 4 3 4 4 4 3 2 4 4 3 3 3 3 4 3 4 3 2 3 2 5 4 3 3 3 3 4 4
97
TCE03 TCE04 TCE05 5 4 4 5 4 5 5 5
5 5 4 4
4
5
4
4
5 4 4 4 5 4 5
TCE06
TCE07
5
4
4 4 4
4 5
4 4
3 3 3 3 5 5 5 5
5 4 4
3 3 3 3 5 5 5 5
5 4 4 3
4 3 4
4 3 4
3 3 3
3 3 3
3
3
5
5
5 5 4 3
4 4
4 4
3
3
3
4 5 5 5 3 5 4 5 5
Cases DEM01 99 1 100 0 101 0 102 1 103 1 104 0 105 1 106 0 107 0 108 1 109 1 110 1 111 1 112 0 113 1 114 0 115 0 116 0 117 1 118 1 119 1 120 1 121 0 122 0 123 1 124 1 125 0 126 1 127 1 128 0 129 1 130 1 131 1
DEM02 2 3 2 2 3 3 2 3 2 2 2 2 3 3 2 1 1 2 2 1 2 2 2 3 3 2 2 3 1 3 1 2 2
COM01 COM02 COM03 4 4 3 3 3 3 3 3 4 4 4 4 3 3 3 3 3 3 4 3 3 3 3 4 2 2 2 2 4 3 3 3 4 2 3 2 3 3 3 3 3 3 3 3 3 4 5 5 4 5 4 3 2 2 3 3 4 3 2 2 5 4 3 3 3 3 3 3 3 3 3 3 5 5 5 2 3 2 4 4 4 4 4 3 3 3 3 4 4 3 3 4 3 3 4 4 4 4
CUN01 CUN02 CUN03 CUN04 CUN05 TCE01 TCE02 4 4 4 4 5 4 5 3 2 3 3 2 4 4 4 4 3 3 5 4 5 3 3 3 3 3 4 4 3 4 4 3 4 4 3 3 4 3 4 5 5 3 3 4 4 4 4 3 3 4 3 4 3 4 2 2 2 2 4 3 4 3 3 3 3 3 5 5 3 2 3 4 4 4 4 3 2 2 2 3 4 4 3 3 3 3 4 5 5 3 3 4 3 4 3 4 2 2 2 4 4 4 4 5 5 5 4 4 3 4 4 4 5 4 4 4 4 4 4 3 3 3 3 5 5 5 5 4 4 4 4 2 3 3 3 4 4 5 4 4 4 3 5 3 4 2 2 2 4 3 5 5 3 3 4 3 4 4 4 3 3 3 3 4 3 4 4 4 3 4 3 3 3 3 3 3 3 3 4 4 5 5 5 3 4 4 4 3 3 3 3 4 5 5 5 3 4 4 4 5 5 4 4 3 4 5 4 5 3 3 4 4 3 5 5 3 3 4 4 4 4 4 3 3 4 4 4 4 4
98
TCE03 TCE04 TCE05 5 4 4 4 3 4 5 5 4 5
5
4
4
4
3
TCE06 5 4
TCE07 5
4
4 4 5
4 4 4
3 3
4 4 4
4 3
4 4
4 4 4 3 3 3 3 4 4 4 3 4
3 4 4 4 3 3 3 3
3
4
4 4 3 3 4 3
4 2 5 4 4 4
3
3
4 3 3 4 3 4 4 3 3 4
3 4
3 4
4 4
4 5 4
3 4 4 3
4 4 4 3
4 4 4
3 4 4
4
3
Cases DEM01 132 1 133 1 134 1 135 1 136 1 137 0 138 1 139 0 140 0 141 0 142 1 143 1 144 0 145 1 146 1 147 1 148 0 149 0 150 0 151 1 152 1 153 1 154 1 155 1 156 1 157 1 158 1 159 1 160 1 161 1 162 0 163 0
DEM02 3 2 1 1 1 1 2 2 2 2 2 3 3 3 2 2 1 1 2 2 2 2 2 3 2 2 2 2 1 2 2 2
COM01 COM02 COM03 4 4 5 3 4 4 2 3 2 4 4 3 2 4 2 3 3 3 4 4 3 4 4 4 3 4 3 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 3 2 3 3 3 3 4 3 3 4 4 3 2 3 3 3 4 4 4 4 3 3 4 3 3 3 4 3 4 5 4 3 3 4 3 2 2 2 2 3 2 2 3 2 4 5 3 4 4 3 2 2 3
CUN01 CUN02 CUN03 CUN04 CUN05 TCE01 TCE02 4 4 4 4 4 4 4 3 3 4 4 4 4 4 3 3 3 3 4 4 4 3 3 3 3 3 4 4 3 3 2 4 4 4 4 3 3 4 4 4 4 3 4 4 3 3 4 4 4 5 5 5 4 4 4 4 3 4 3 4 3 4 3 3 4 5 4 4 4 4 3 4 5 5 4 4 3 4 5 3 4 3 3 4 4 4 3 3 4 4 3 5 4 4 4 4 2 3 4 4 4 4 4 4 3 5 3 4 3 3 3 3 5 4 3 3 3 3 3 4 4 4 3 3 3 3 3 3 4 3 4 3 4 4 4 5 4 4 4 4 4 5 3 3 4 4 5 4 4 3 3 3 4 3 4 4 3 3 3 4 4 4 5 4 3 4 4 5 4 4 3 3 4 4 5 4 4 3 2 2 5 4 4 4 3 2 4 4 4 4 3 3 2 4 4 4 5 4 4 4 4 4 4 5 4 4 4 5 5 4 5 3 3 3 4 5 4 3
99
TCE03 TCE04 TCE05
TCE06 4 4 4
TCE07 4 3 4 4
3 3 3 5 5
4 4 3 4 3 4 4
3
4
4
3 4 4
3 4 4
4 3
4 3
5
5
5
5
5
4 3
4 3
5 3
5 3
5 4
3
3
4 2 3
4 4
4 4
4 2 4 4 5
4 3 4 4 5
4 5 5 5 4 4 4 5
3 4 5 5 4 4 4 5
4 3 4 4
4 3 5 4
4 5 4
4 5 5
5 4 4 4 4
5 4
4 3 4 4
Collected data from the survey responses imported from the SPSS program Cases TCE08 1 5 2 5 3 3 4 3 5 3 6 4 7 4 8 9 2 10 2 11 5 12 4 13 14 4 15 3 16 5 17 4 18 3 19 20 5 21 5 22 5 23 3 24 3 25 3 26 4 27 3 28 4 29 4 30 3 31 3 32 2
TCE09 TCE10 5 5 4 5 3 3 4 3 3 3 5 3 4 3 3 3 4 4 3 3 3 4 3 3 4 3 4 5 3 4 3 3 3 4 3 4 4 4 4 3 4 4 3 2 3 3 3 4 3 4 3 4 4 4 3 2 4 4
TCE11 TCE12 TCE13 5 5 4 4 5 3 4 4 5 5 5 4 4 4 4 5 3 4 4 3 3 5 4 3 3 2 4 4 4 5 5 4 4 4 2 4 2 2 4 4 4 5 5 5 5 3 5 5 4 3 4 5 5 5 5 3 5 4 4 4 4 4 4 4 2 2 2 3 3 2 4 4 4 4 4 4 4 5 5 4 4 5 5 3
TCE14 TCE15 5 5 5 5 4 3 3 3 4 4 4 5 4 4 3 3 4 4 4 4 5 4 4 4 3 3 4 4 5 5 5 5 5 5 3 3 5 5 4 4 4 5 3 4 4 4 4 4 4 4 4 4 4 4 3 3 3 4 4 5 3 4 3 5
TCE16 DSN01 DSN02 INF01 INF02 ACC01 5 5 4 4 4 3 5 5 5 5 5 4 3 2 3 3 3 4 5 4 4 4 3 5 4 3 4 3 3 4 5 5 4 5 4 3 3 5 4 4 5 5 2 4 4 4 3 4 3 4 4 4 3 3 3 3 3 3 3 3 4 2 3 3 4 3 4 2 2 3 4 2 3 2 4 4 5 3 4 3 3 3 3 3 5 4 4 4 5 4 5 4 4 4 3 4 5 5 4 5 3 3 2 3 3 3 2 4 5 4 5 5 5 5 5 5 5 5 5 4 4 3 3 3 3 3 4 4 4 4 3 3 4 3 3 4 4 3 4 5 4 5 3 3 4 3 3 3 2 2 3 3 3 3 2 3 4 4 4 4 2 3 3 3 3 3 4 3 4 4 4 3 2 3 5 3 4 4 3 3 4 4 5 5 4 4 3 4 3 2 4
100
ACC02 ACC03 ASS01 4 5 5 5 4 5 3 4 3 3 5 4 4 5 4 4 4 4 4 5 5 4 4 5 3 4 4 3 3 4 3 3 3 3 4 3 2 3 4 3 3 4 5 5 4 4 4 5 4 4 5 3 2 3 5 5 5 4 4 5 4 3 3 3 4 4 3 3 5 4 4 5 3 3 3 4 3 4 3 3 4 4 4 4 3 3 4 3 4 4 5 3 3 3 3 4
Cases TCE08 33 34 4 35 36 37 4 38 4 39 4 40 3 41 2 42 2 43 3 44 4 45 3 46 5 47 3 48 4 49 4 50 4 51 5 52 3 53 3 54 5 55 2 56 57 58 3 59 4 60 4 61 62 2 63 3 64 5 65 3
TCE09 TCE10 3 3 3 4
5 4
3
3
4 3 4 4 2 3 3 5 5 3 3 4 4 4 2 3 4 2
4 3
3 4
3 4 4
3 3 5 5
3 3 4 3 3 3 3 4 3 3 3 3
TCE11 TCE12 TCE13 5 4 3 5 3 4 3 3 4 3 4 4 3 5 4 5 3 5 5 5 3 4 3 2 5 3 5 3 4 5 5 5 4 3 4 5 4 5 5 5 5 5 4 4 5 4 3 4 5 5 5 4 5 5 3 5 5 2 5 5 2 5 5 4 5 4 2 5 5 4 5 4 3 5 5 2 5 5 4 4 4 3 4 4 4 4 5 5 5 5 5 5 3
TCE14 TCE15 4 5 3 4 4 4 5 4 5 4 4 4 4 4 4 5 2 5 4 5 5 4 4 2 4 5 3 5 4 3 4 3 3 5 4 5 3 3 4 4 4 5 4 3 4 5 4 4 4 5 4 5 4 5 3 5 4 4 2 4 4 4 3 5 5
TCE16 DSN01 DSN02 INF01 INF02 ACC01 5 4 4 4 3 3 3 3 3 4 4 2 2 3 3 4 4 3 2 3 4 4 4 3 2 3 4 4 5 2 2 2 3 4 4 3 2 3 4 4 4 4 3 5 5 3 4 4 3 3 3 4 4 4 3 3 4 4 4 4 4 5 4 5 3 3 4 4 3 4 4 3 4 2 5 3 3 4 4 3 4 3 3 4 5 5 3 4 4 4 4 5 5 5 5 4 3 3 5 5 5 5 4 3 3 3 3 2 4 3 3 3 3 2 3 4 3 3 3 5 3 2 2 2 3 3 3 3 3 3 3 4 4 3 3 4 4 4 5 4 4 4 5 3 5 4 3 4 3 4 2 2 3 3 4 5 3 3 3 2 4 2 4 2 2 5 2 3 3 3 3 4 3 4 4 4 3 3 5 3 3 2 3 4 4 2 2 2 2 3
101
ACC02 ACC03 ASS01 5 4 2 3 4 3 4 4 3 4 5 3 4 4 3 4 4 3 4 4 4 3 5 4 3 5 3 5 4 3 3 4 2 3 4 3 2 4 4 4 5 2 4 3 3 4 5 2 3 3 4 4 4 4 4 5 3 3 4 3 4 4 3 3 4 3 3 4 2 3 3 2 3 3 4 3 3 4 3 5 3 3 5 5 5 5 5 4 4 3 4 3 4 4 4 3 4 3
Cases TCE08 66 3 67 3 68 4 69 70 4 71 4 72 73 74 75 76 4 77 5 78 5 79 5 80 4 81 5 82 5 83 3 84 4 85 4 86 3 87 3 88 3 89 4 90 3 91 3 92 4 93 3 94 3 95 4 96 3 97 2 98 3
TCE09 TCE10 3 2 3 4 3 4 4 4 2 3 5
TCE11 TCE12 TCE13 4 4 4 4 4 4 5 5 5 4 4 5 5 4
4
4
4 4 3 4 4 4 4 3 3 4 4 3 4 4 4 5 3
4
4
5
5
4 3 4 3 2
5 5 5 5 4 5 5 5 5 5 5 4 5 5 4 4 3 3
3 3 5 4 3 3 4 3 4 4 3
5 4 4 4 5 4 4 5 5 5 5 3 5 5 5 5 5 3 3 4 4 3 4 4 4 5 3
4
TCE14 TCE15 4 4 3 4 4 4 5 4 4
3
2 4 4 2
5 5 3 4 5 5
3 4 3 2 3
4 5 4 5 5 5 4 4 3 3 3 3 3 4 5 3 4 4 3 4 3 3 3
5 5 4 5 5 5 5 3 3 3 4 5 5 5 3 5 4 5 4 4 4 3 4
TCE16 DSN01 DSN02 INF01 INF02 ACC01 3 3 3 3 2 3 3 2 3 3 2 3 4 3 4 5 5 3 3 3 3 3 5 3 3 3 3 3 3 5 4 4 4 4 4 4 4 3 3 4 5 3 3 3 3 5 4 3 3 4 3 5 5 4 4 4 4 5 5 3 3 4 4 3 4 5 4 4 4 3 5 3 3 3 3 4 4 4 3 4 4 5 5 3 3 3 3 4 5 4 3 4 4 5 3 2 2 3 3 3 5 2 2 4 4 3 5 3 5 3 2 3 2 2 4 4 3 4 2 2 3 3 3 4 4 4 4 5 3 3 3 3 4 3 4 5 4 4 5 3 2 5 3 3 3 5 4 3 3 5 5 3 4 4 4 3 4 5 3 3 3 3 4 2 4 4 4 5 4 4 3 3 3 3 4 4 2 3 3 3 4 4 2 3 4 4 4 4 3 3 3 3 3
102
ACC02 ACC03 ASS01 4 3 3 3 3 3 5 4 5 4 5 4 4 5 5 4 5 5 4 4 4 3 4 5 4 4 3 5 5 5 3 3 3 3 4 4 4 4 5 5 5 5 2 5 4 5 5 5 3 3 5 4 3 4 3 5 3 4 5 3 3 5 3 3 5 3 3 5 3 2 4 4 3 5 3 4 5 4 4 5 4 3 5 4 3 3 3 4 3 3 3 3 3 3 3 3 3 4
Cases TCE08 99 4 100 4 101 102 103 3 104 105 4 106 4 107 3 108 4 109 3 110 2 111 112 4 113 3 114 115 3 116 3 117 3 118 4 119 4 120 3 121 2 122 2 123 3 124 3 125 3 126 4 127 4 128 3 129 5 130 3 131 5
TCE09 TCE10
3 3 4 3 3 3 3 3 3 4 3 3 4 3 4 4 3 4 3 4 4
3 3 3 3 4 4
4 4 3 3 3 3 5 4 3 3 4 3 3 3 4 5 4 3 4
TCE11 TCE12 TCE13 4 5 2 4 4 5 4 4 5 5 3 3 5 5 4 3 3 3 4 3 2 5 4 4 4 4 4 5 3 5 4 4 3 4 4 3 4 3 4 3 4 4 3 5 3 4 4 4 4 5 3 4 3 2 3 5 4 3 3 2 4 4 4 4 3 2 4 4 2 3 4 3 3 3 4 5 4 4 4 5 5 5 4 5 4 2 5 4 4
TCE14 TCE15 5 5 4 4 5 4 4 5 3 4 4 4 4 5 3 3 4 4 4 4 4 4 5 5 4 4 4 4 4 4 4 4 4 3 3 3 4 4 4 5 3 3 3 3 3 3 4 4 4 4 3 3 4 4 4 5 4 4 4 4 5 5 4 4 3 4
TCE16 DSN01 DSN02 INF01 INF02 ACC01 5 3 3 3 4 2 4 4 3 3 5 2 4 3 3 4 4 3 3 4 4 2 2 3 3 4 3 4 4 4 4 4 3 4 3 3 4 4 3 3 3 3 3 4 2 3 3 4 2 4 3 4 3 3 4 4 3 2 4 2 2 5 3 2 2 2 3 3 4 4 4 3 3 3 4 4 4 4 3 2 2 2 2 3 3 4 4 4 3 3 3 5 5 5 4 5 5 2 2 2 2 3 4 4 4 4 4 5 4 2 3 2 2 3 3 5 4 5 4 3 2 2 3 3 4 4 3 4 4 4 3 3 3 4 4 4 3 3 3 3 3 4 4 3 3 2 3 4 4 3 3 4 4 4 4 4 5 3 3 3 2 2 4 4 3 2 2 3 4 3 4 4 3 4 4 4 4 4 4 5 4 4 4 4 4 3 4 3 3 3 3 4
103
ACC02 ACC03 ASS01 3 3 5 3 3 2 4 4 3 4 4 4 3 5 4 4 5 4 3 3 3 4 4 2 2 3 3 3 4 3 3 5 2 3 4 3 4 4 4 4 5 4 3 4 4 4 4 5 4 4 2 2 3 5 5 3 4 4 4 4 4 3 4 4 3 4 5 3 4 4 3 3 4 3 3 3 4 4 4 2 3 4 3 4 4 4 4 5 4 4 5 3 3 4 3 3 4
Cases TCE08 132 3 133 3 134 4 135 4 136 4 137 4 138 4 139 5 140 2 141 3 142 3 143 144 4 145 146 4 147 4 148 5 149 3 150 3 151 4 152 4 153 4 154 4 155 5 156 5 157 5 158 4 159 4 160 4 161 4 162 4 163 4
TCE09 TCE10 3 3 4 3 3 3 3 3 3 4 3 4 3 4 4 4 4 3 2 3 4 3 4 3 3 2 5 5 3 4 5 5 3 4 4 3 3 4 5 5 4 5 4 4 4 4 4 4 4 5 5 5 4 5 5 5 4 4 3 3 4 4
TCE11 TCE12 TCE13 3 4 4 4 4 4 3 3 3 3 3 3 5 5 4 4 4 4 4 5 4 5 5 3 4 4 5 5 3 3 3 5 5 3 5 5 5 3 4 4 4 4 4 5 5 4 4 4 4 4 5 4 4 5 4 4 4 4 4 5 4 3 4 5 3 4 5 4 5 4 3 5 4 5 5 5 4 4 5 4 3 5 4 3
TCE14 TCE15 4 4 4 4 4 4 4 4 5 5 3 3 3 4 4 4 3 5 2 3 4 5 3 3 3 4 5 5 4 5 3 4 5 5 3 4 4 4 3 4 4 5 4 5 4 4 4 4 2 5 4 5 5 4 5 5 5 5 5 5 5 5 4 5
TCE16 DSN01 DSN02 INF01 INF02 ACC01 4 4 4 4 3 3 4 3 3 4 4 3 4 2 2 2 2 3 4 3 3 3 3 2 5 3 3 3 2 3 3 4 4 4 3 3 4 3 3 3 2 4 4 4 4 3 2 3 4 2 3 3 3 4 3 3 4 3 3 4 5 4 5 5 4 4 3 4 4 3 3 4 4 3 3 3 3 5 3 2 2 2 4 4 4 4 4 4 3 3 3 3 3 4 3 4 4 4 4 4 3 3 4 4 4 3 4 4 2 2 2 2 3 4 2 3 4 3 4 4 5 4 5 4 4 4 3 3 4 4 3 5 3 3 3 3 4 5 4 4 3 4 3 5 4 4 3 5 5 5 5 4 5 4 5 4 3 3 4 4 5 4 3 2 3 3 4 5 4 3 4 4 4 4 4 3 4 3 4 4 3 3 4 3 4 5 3 4 4 3 4
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ACC02 ACC03 ASS01 3 4 4 3 3 5 3 4 4 3 4 3 4 3 4 3 3 4 4 4 5 3 3 4 3 4 3 3 5 5 3 4 3 4 5 3 3 3 4 3 4 4 4 4 4 3 4 3 4 4 3 3 4 2 3 3 3 3 3 4 4 5 4 4 3 3 3 4 3 3 4 4 4 4 3 5 5 5 5 5 4 3 4 4 4 4 4 5 5 4 4 4 3 4 5
Collected data from the survey responses imported from the SPSS program Cases ASS02 TEC01 1 5 4 2 5 5 3 4 4 4 5 5 5 5 5 6 4 4 7 5 4 8 5 4 9 4 3 10 4 3 11 3 3 12 4 4 13 4 4 14 5 4 15 4 5 16 5 5 17 5 4 18 3 3 19 5 4 20 5 4 21 4 4 22 3 4 23 5 3 24 5 3 25 3 4 26 4 4 27 4 4 28 4 3 29 4 3 30 5 3 31 4 32 5 3
TEC02 TEC03 5 4 4 5 4 4 5 4 3 4 4 3 4 4 3 3 2 2 3 3 3 3 3 3 3 3 4 3 3 3 4 4 4 4 2 3 3 3 3 3 4 5 3 3 3 3 4 4 3 3 3 3 2 3 4 4 3 3 5 4 3 4 4 3
TEC04 Cases ASS02 TEC01 TEC02 4 33 3 4 5 4 34 3 4 3 35 4 3 4 4 36 5 3 3 4 37 4 4 3 3 38 4 4 2 4 39 4 4 4 3 40 3 5 2 41 4 3 4 3 42 3 4 5 3 43 4 4 5 3 44 4 5 4 2 45 4 4 4 3 46 3 5 4 3 47 3 4 4 4 48 5 3 5 4 49 4 5 5 3 50 5 5 5 3 51 3 4 3 52 5 3 5 4 53 4 3 5 3 54 4 5 5 3 55 4 4 4 4 56 3 5 4 3 57 3 4 4 3 58 4 5 4 2 59 5 4 4 3 60 5 5 5 3 61 5 5 5 3 62 3 3 3 3 63 3 4 3 3 64 4 3 4
105
TEC03 TEC04 Cases ASS02 TEC01 5 3 65 3 4 4 2 66 4 4 4 3 67 3 4 3 3 68 4 3 3 3 69 5 5 3 3 70 5 4 3 3 71 4 4 3 3 72 3 4 3 3 73 3 3 4 4 74 3 5 4 4 75 5 5 3 3 76 3 4 3 3 77 4 3 3 3 78 5 4 5 5 79 5 4 4 4 80 4 4 3 3 81 5 5 3 3 82 4 3 3 3 83 4 4 4 4 84 4 5 4 4 85 3 4 4 86 5 4 3 2 87 4 3 2 88 5 3 3 2 89 4 3 3 2 90 5 4 3 3 91 5 2 2 92 5 5 5 93 5 4 3 3 94 4 3 3 3 95 4 5 4 4 96 4 3
TEC02 TEC03 TEC04 4 4 4 4 3 3 4 4 3 3 3 3 3 3 3 3 3 3 4 5 3 4 4 4 4 4 3 4 5 5 5 3 3 3 3 4 5 4 4 4 4 4 3 4 4 3 4 4 3 4 5 5 5 4 4 5 5 5 2 4 4 4 4 3 3 5 4 3 3 4 4 3 4 4 5 4 4 4 4 4 5 3 3 5 3 3 4 5 5 3 3 3
Cases ASS02 TEC01 97 4 98 99 5 4 100 101 5 102 103 4 104 5 105 5 3 106 3 107 3 3 108 4 3 109 5 2 110 4 4 111 4 3 112 5 113 4 3 114 4 4 115 4 3 116 3 3 117 5 5 118 4 3 119 4 4 120 4 3 121 5 3 122 4 3 123 4 3 124 4 3 125 4 3 126 4 3 127 4 4 128 5 5 129 5 5
TEC02 TEC03 2 2 3 5 3 3 4 4 3 4 4 3 3 3 4 3 3 2 2 3 3 4 3 2 3 3 3 3 3 2 2 3 3 3 3 2 2 5 3 2 3 3 3 3 3 3 3 2 2 2 2 2 2 3 3 2 3 4 4 3 3 3 3
TEC04 Cases ASS02 TEC01 TEC02 3 130 4 4 3 131 4 3 3 3 132 4 3 3 133 5 3 3 134 4 4 4 3 135 3 3 3 3 136 4 4 3 3 137 4 4 2 3 138 5 4 3 3 139 4 3 3 3 140 4 3 3 2 141 5 3 3 3 142 4 3 3 143 5 3 5 3 144 3 3 3 3 145 4 3 4 2 146 4 4 4 3 147 5 4 5 3 148 5 5 4 2 149 4 3 4 3 150 3 4 2 3 151 3 4 4 3 152 5 5 4 3 153 3 3 3 3 154 4 4 3 2 155 4 3 3 2 156 4 4 3 2 157 5 4 4 3 158 5 5 5 3 159 4 4 3 3 160 4 4 4 3 161 5 4 5 3 162 4 4 4
106
TEC03 TEC04 Cases ASS02 TEC01 3 3 163 5 4 3 3 3 3 3 3 4 3 3 3 3 3 3 3 3 3 3 3 3 3 5 3 4 3 4 3 3 4 4 3 3 3 4 3 3 3 3 3 2 2 3 4 4 4 4 3 4 3 3 3 3 2 3 3 5 5 3 2 3 3 4 3 4 3
TEC02 TEC03 TEC04 4 4 2
Appendix IV: Individual reflection
Hossam A. Deraz It is my great pleasure to reflect what I have learned from this thesis. First I need to clarify that was not new for me to work in a thesis paper as I have an individual thesis in HR and I had worked for ten years as a university teacher, which gave me a good experience in working with research papers. Also I had learned marketing for few years and I am so familiar to the marketing concepts, even so I have learned much from this thesis i.e. before I had just limited knowledge about the quality measuring concepts, but now I have what make me think to open a company for quality controlling consulting. Just I faced few changes especially with adopting Harvard referencing system, adaptation of reliability and validity and measuring them, and working in a group in master thesis was really new for me, but I thank god that I have Kheder as a partner, as he is an active person with a good ability to read and learn. Now let’s go to see how we finish this thesis. First, I and my partner decided not to distribute the work but to work under each title together i.e. in the background we had around 20 articles, everyone read ten of them and summarized them and from the summary we finished this part, and we did so through all the parts of the thesis. Even with the findings I worked with the SPSS system to inter the collected data from the surveys, then I converted the data into tables and my partner did the figures and wrote the findings chapter. Then we worked again together through the findings, and followed chapters. The only part we did individually is this individual reflection. What I have learned from this thesis? Really it is difficult to limit what I have learned from this thesis, as I have learned much, especially when I have a supervisor like Desalegn, always asking for what is better, which made a great challenge to do what is best not just better. But any way I will try to summarize all what I have learned in few lines. First I have learned how to analyze the earlier studies to reach and identify the research gaps, then building the research problem and purpose on those gaps, to finish this chapter I read around 12 articles and reviewed some parts from books. Second with the conceptual framework chapter that was a real challenge, to identify the dimensions of IB services quality, which need to read around 15 different working papers and books, and going through each dimensions to collect the related 107
dimensions together, to measure as much as we can. Then to identify which model we have to use and why that also took a lot of reading time, and finally we have the ECSI/EPSI model and the gap models. But I have learned about the development of the IB services, Dimensions of eservice quality and IB quality and the deference with SERVQUAL model, using models to measure the customer perceived value. Finally, we succeeded to develop in a new model which helped to measure the IB customer perception and the bank perception, and I hope it may generalize by its dimensions and adopted in the future studies. Within the methodology I have learned how to combine both qualitative and quantitative data and analysis, also learned about measuring the internal consistency reliability by using the correlation alpha (The Cronbach´s alpha), and factors affecting the internal and external validity and how to cover that within a working paper. The sampling technique and how to justify using non-probability samples, also something new I have learned, in addition to how to deal with the SPSS (18), coding the data, interring variables and how to collect suitable data and choosing suitable analysis method (Frequency and Descriptive analysis), finally how to transfer the collected data to excel file and using in further analysis and drawing descriptive figures. Within the findings nothing new just tables, supported by figures and descriptive data for the collected empirical data from both the interviews and the customer surveys individually. What is new was just the presentation and the analysis of the coefficient alpha results that proved the high reliability level of correlation between variables of the measured dimensions. Finally, within the analysis it was really interesting to combine and analyze the qualitative and quantitative data analysis together that increases the internal validity of the study by using the triangulation method. The most important part I have learned here is how to measure the CSI according to ISO9000:2000, that gave score close to the Bank last score, by measuring the CSI and identifying the weighing score for each used variables, variables are ranked and classified according to their impacts on IB customer satisfaction, and by that we succeeded to answer the research question and reach its purpose.
Hossam Deraz 108
Kheder Kh. Sumoqy
Learning about the topic of the thesis: as I was specialized in industrial management in my bachelor study in Iraq, I studied marketing and quality control as a part of the four-year program, it was my main aim to study masters and write my thesis about quality control because it was the most interesting topic for me. After been accepted to study the marketing master program in the university of Skövde, I developed and extended my knowledge about many topics e.g. Creative Marketing, Industrial Marketing, Internet Marketing, International Business in Emerging Countries, Marketing Theory and Research Methods. All these courses helped me to understand and dig more in principles, philosophies and different concepts and contribution to marketing topic, and because customer satisfaction is a very important aspect of marketing, it deals with the customer which is the King in the marketing concepts, it was very interesting for me because is a part of quality also. Due to all the reasons above and the interest about customer satisfaction for me and my thesis partner we decided to conduct this thesis about customer satisfaction and Internet banking. Internet marketing in general is another interesting topic for me and my thesis partner; this had a big influence on our choice of the topic of the thesis. Learning about methodology: as a bachelor student I studied a course about research methods in Iraq, and made several reports in addition to the bachelor thesis, that helped me to gain a good knowledge about how to conduct a research, moreover the high marks (excellent) I got in my bachelor thesis was a very big motivate for me do study the masters and gave me more confidence. Working in groups also developed my knowledge about the ways and methods of conducting researches, as my bachelor thesis was with a friend (two students in one thesis) and the group work in the courses I studied in this master program, it was a chance to learn different ideas and opinions and different learning styles because our class consisted of 60 students from 17 different countries with different study backgrounds, in addition the teachers were also from different universities and countries e.g. Uppsala University, Gävle University, Stockholm University, a teacher from UK and another from USA, all these elements helped me to develop my skills in research methods along with the very in rich Research Methods course in this master program. Thus, this thesis depended on those skills and knowledge along with my partner’s skills and knowledge, we both agreed that conducting
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a thesis with a combination of quantitative and qualitative will help us learn more about marketing research and academic research and make the research stronger and rich. Although the time period of this thesis was short compared to the aims, but the advantages I and my thesis partner have (both living in Sweden with our families) helped us to overcome the challenges. Thesis Process: as we chose the topic of the thesis early in February 2011, we started to collect the information together about the topic in general from the literature, previous research, reports, documents and web pages, this process started from the beginning by working together and not individually, everything we collected and read individually we reread it again together and considered the comments and feedback, e.g. we started the first chapter of the thesis by reading articles and previous research about Internet banking and customer satisfaction by dividing the 20 articles and thesis together, each of us read ten of them and then we collected the work and edited it together. The same process was done along all the thesis process, e.g. we traveled together to Stockholm and conducted the interview with Nordea manager together, and each of us collected some survey results from different places in Stockholm, Skövde, Tibro and Jönköping and then we conducted the second interview in Skövde city together too. All the process of the thesis was done in this way, the theoretical framework, the methodology by reading together, writing and editing together. After we collected the survey results and had the interviews results, my partner worked on entering the data into the SPSS program and I was writing the interview results from the recorded file and written notes, and then I converted the data of SPSS program to figures and tables and my partner re-read the written interview results, then we edited the finding chapter together. In the analysis and conclusion chapters we worked together and edited together in order to better translate the findings to results and understand what we were doing better. Final words: I do believe that this master program and this thesis project taught me a lot; firstly, to work better in groups, secondly, to know better how to explore, dig, study in depth, analyze and conclude the different marketing concepts and approaches in typical and customer satisfaction in particular.
Kheder Sumoqy 110
