مطالعات مدیریت راهبردی (Nov 2016)
Strategic Assessment in Banking Service Quality
Abstract
Electronic banking as one of the solutions for E-commerce prosperity has been constantly expanding and providing banking services through the Internet has had an unprecedented leap in recent years. Undoubtedly, to enter global markets, it is vital to have an efficient banking system relying on precision, accuracy, speed and up-to-date technology, which is capable of competing with the world banking systems. Regarding the fact that providing electronic banking services is one of the major necessities in association with the expansion of services and the fact that customer satisfaction is a top priority as well as considering the importance of measuring the services quality, identifying its strengths and weaknesses, it is of high importance to assess the rate of success in satisfying customer demands as well as scrutiny of banks expectations and customer perceptions of banking services. In this regard, this article with the aim of identifying the most important factors affecting the quality of electronic services in Iran's banking industry and studying the researches conducted in this domain and interviews with experts, we made a classification of effective factors on the domain of electronic services quality, which is over 74 factors including trust, privacy protection, content quality, web appearance, suitability of updating services and current information on the website, innovation in provided services, etc. Ultimately, based upon that, a local model for the domestic banks has been presented to assess the quality of electronic services.
