International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Multi-channel Integration and its Impact on Service Quality Perception of Bank Customers


Affiliations
1 Dept. of Management Science, Bengal Institute of Technology and Management, West Bengal.
2 Department of Tourism Management, The University of Burdwan, Burdwan, West Bengal.
     

   Subscribe/Renew Journal


Technology embedding in banking service has enabled the banks to channelize their services with rapid disintermediation. The operational aspects of banking services has been further augmented by the convergence of technologies as the bank-customers are now being served on multiple and integrated channel platforms. The shift in operational practice of the banks has influenced the perception of the customers with regard to the service quality as their convenience and aspirations grew. The Indian banking sector has metamorphosed on all possible technological dimensions in recent years. The service-blueprint of the Indian banks has witnessed modification of service delivery channels and vis-a-vis interpretation of service quality assured and experienced. This paper attempts to identify the link between the multi-channel service delivery performance and perceived service quality with an empirical concept of multi-channel service quality index (MCSQI) being introduced. The study was carried out in the context of the largest public sector bank in India - State Bank of India at Bolpur and Santiniketan, West Bengal, India. The researcher used a number of statistical analyses to explore the probable link between multi-channel performance and perceived service quality and possible impacts of MCSQI on customer satisfaction and their subsequent investments in profit inducing products/services offered by their banks. The results displayed a statistical significance between the variables suggesting a behavioural adoption of the customers of new-age banking.

Keywords

Multi-channel, Service Quality, Perception, Bank, Customer Satisfaction
Subscription Login to verify subscription
User
Notifications
Font Size


  • Bahn, D.L. and Fischer, P.P., (2003), 'Clicks and mortar: Balancing brick and mortar business strategy and operations with auxiliary electronic commerce', Information Technology and Management, 4(2-3), pp. 319-334

  • 'Banking on Technology-India'- The Economic Times Banking Technology Conclave, 3rd September, 2010, Mumbai – KPMG.

  • Cou Coughan, A.T., Anderson, E., Stern, L.W. and El-Ansary, A.I., (2001), 'Marketing Channels', Prentice Hall, Upper Saddle River, NJ, 2001.

  • Cox, J. and Dale, B.G. (2001), 'Service quality and e-commerce: An exploratory analysis', Managing service quality, 11(2), pp.121-131

  • Dabholkar,P. (1996), 'Consumer evaluations of new technology- based self-service options: An investigation of alternative modes of service quality', International Journal of Research in Marketing. 13(1), pp. 29-51

  • Doolin, B., McQueen, B. and Watton, M., (2003), 'Internet strategies for established retailers: Five cases from New Zealand', in: Wigand, R.T., Tan, Y.H., Gircar, J, Pucihar, A and Lunar, T (eds.) – Proceedings of the 16th BLED ecommerce conference , Moderna organizancija, Kranj, pp. 15-26

  • Gulati, R. and Garino, J., (2000), 'Get the right mix of bricks and clicks', Harvard Business Review, 78(3), pp. 107- 114

  • Gribbins, M.L. and King, R.C., (2004), 'Electronic retailing strategies: A case study of small businesses in the gifts and collectables industry', Electronic Markets, 14(2), pp. 138-152

  • 'Indian Banking System: The Current State & Road Ahead'- Annual survey, February, 2010, FICCI.

  • Isarescu, M. (2001) 'The Romanian Economy in 2001', E-Finance (Romania), www.efinance.ro, May, 2001.

  • Kirby, J., (2001), 'CRM program management: the art of change', in: Presentations of the Conference on Making the Vision a Reality, Gartner Group, Paris, France.

  • Loiacono, E.T., Watson, R.T. and Hoodhue, D.L. (2002), 'WEBQUAL: Measure of website quality', 2002 Marketing Educators Conference: Marketing theory and applications, 13, pp.432-437.

  • Mall Mallen, B.E., (1977), 'Principles of Marketing Channel Management', Lexington, 1977.

  • Moutinho, L. and Curry, B., (1994), 'Consumer perceptions of ATMs: An application of neural networks', Journal of Retail Banking, 10, pp. 191-206

  • Otto, J.R. and Chung, Q.B., (2000), 'A framework for cyberenhanced retailing: Integrating e-commerce retailing with brick and mortar retailing', Electronic Markets, 10(3), pp.185-191

  • Parasuraman, A., Berry, L. L. and Zeithaml, V. A. (1985) "A conceptual model of service quality and its implications for future research", Journal of Marketing (pre-1986), 49, 41-50.

  • Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988) "A multiple-item scale for measuring consumer perceptions of service quality" Journal of Retailing, 64 (Spring), 12- 37.

  • Pastore, M., (2001), 'Internet becoming preferred information source, Cyber Atlas, (accessed on December 16, 2004).

  • Peffers, K. and Dos Santos, B.L., (1996), 'Performance effects of innovative IT applications over time', IEEE Transactions on Engineering Management, 43(4), pp.381- 392

  • Ranchchod, A. and Gurau, C., (1999), 'Internet-enabled distribution strategies', Journal of Information Technology, 14(4), pp.333-346

  • Scho Schogel, M, (2001), 'Multi channel marketing', Werd, Zurich.

  • Strebinger, A. and Treiblmaier, H., (2004), 'E-adequate branding: Building offline and online brand structure within a polygon of independent forces', Electronic Markets, 14(2), pp.153-164

  • Steinfield, C., Bouwman, H and Adelaar, T., (2002), 'The dynamics of click and mortar electronic commerce: Opportunities and management strategies', International Journal of Electronic Commerce, 7(1), pp. 93-119.

  • Ster Stern, L.W., (1988), 'Marketing Channels', Englewood Cliffs.

  • Stern, L. W. and Sturdivant, F. D. (1987), 'Customer-driven distribution systems', Harvard Business Review, 65 (4), pp. 34 – 41.

  • Stern, L.W., A.I. El-Ansary, and A.T. Coughan, (1996), 'Marketing Channels', 5th edition, Prentice Hall, Upper Saddle River, New Jersey, 1996.

  • Wirtz, B.W., (2001) 'Electronic Business', Gabler, Wiesbaden.

  • Yoo, B. and Donthu, N. (2001), 'Developing a scale to measure perceived quality of an Internet shopping site (SITEQUAL)', Quarterly Journal of Electronic Commerce, Vol.2, No.1, pp.31-46

  • Yousept, I. and Li, F., (2004), 'Online supermarkets: Emerging strategies and business models in the UK', Proceedings of the 17th BLED e-commerce conference, Moderna organizacija, BLED, Slovenia.

  • Zeithaml, V.A., Parasuraman, A. and Malhotra., A (2005), "Service quality delivery through web sites: a critical review of extant knowledge", Journal of the Academy of Marketing Science, Vol.30 No.4, pp. 362-75


Abstract Views: 383

PDF Views: 4




  • Multi-channel Integration and its Impact on Service Quality Perception of Bank Customers

Abstract Views: 383  |  PDF Views: 4

Authors

Arup Kumar Baksi
Dept. of Management Science, Bengal Institute of Technology and Management, West Bengal.
Bivraj Bhusan Parida
Department of Tourism Management, The University of Burdwan, Burdwan, West Bengal.

Abstract


Technology embedding in banking service has enabled the banks to channelize their services with rapid disintermediation. The operational aspects of banking services has been further augmented by the convergence of technologies as the bank-customers are now being served on multiple and integrated channel platforms. The shift in operational practice of the banks has influenced the perception of the customers with regard to the service quality as their convenience and aspirations grew. The Indian banking sector has metamorphosed on all possible technological dimensions in recent years. The service-blueprint of the Indian banks has witnessed modification of service delivery channels and vis-a-vis interpretation of service quality assured and experienced. This paper attempts to identify the link between the multi-channel service delivery performance and perceived service quality with an empirical concept of multi-channel service quality index (MCSQI) being introduced. The study was carried out in the context of the largest public sector bank in India - State Bank of India at Bolpur and Santiniketan, West Bengal, India. The researcher used a number of statistical analyses to explore the probable link between multi-channel performance and perceived service quality and possible impacts of MCSQI on customer satisfaction and their subsequent investments in profit inducing products/services offered by their banks. The results displayed a statistical significance between the variables suggesting a behavioural adoption of the customers of new-age banking.

Keywords


Multi-channel, Service Quality, Perception, Bank, Customer Satisfaction

References