An observation analysis of e-service quality in online banking

This study focuses on observing customer perceptions of internet banking and e-service quality from a user-based perspective within an Irish context. The study involves an observational study of a purposive sample of 20 consumers based upon their perceptions of the Bank of Ireland website using unstructured and structured observation techniques. Respondents moved from basic to higher order gratifications according to IT experience and internet usage. While information and transaction gratifications were deemed key to online banking, enjoyment gratifications held limited associations, thus emphasising its functional nature. User group categorisations had a direct impact on online behaviour in terms of time spent evaluating in addition to the level of customer pro-activity. The paper highlights the value of the uses and gratifications categorisations system, which provides a key platform to the study of e-service quality and offers e-banking providers a more effective system of serving individual customer e-service needs. Online banking providers can make the process of using e-banking more enjoyable by enhancing website interactivity and creating unique online experiences. Future e-banking penetration and the success of complex financial product adoption will be dependent on proactive online marketing campaigns coupled with increased website responsiveness. This paper adopts a unique perspective by exploring e-service quality from the user-based approach by assessing the uses and gratifications sought by online users, and subsequently examines their impact on effective web design and the e-service dimensions deemed focal to premium usage.