Are the Generic Scales Enough to Measure Service Quality of Mobile Banking? A Comparative Analysis of Generic Service Quality Measurement Scales to Mobile Banking Context

Abstract

The purpose of this study is to examine the service quality in the mobile banking (m-banking) context using different generic service quality scales, and to see which one is most appropriate to examine service quality in this context. Data were collected through structured questionnaires from 323 m-banking users in India. Unidimensionality, reliability, validity, and variance explained were the major criteria of comparison for generic service quality measures. The findings indicate that no measurement scale is suitable to measure m-banking service quality. This study provides the managers of financial institutions with some clear insights into consumers’ service quality expectations of m-banking.

Keywords:

• Mobile banking
• service quality
• SERVQUAL
• SERVPERF
• E-S-QUAL

Additional information

Notes on contributors

Amit Shankar

Amit Shankar is an Assistant Professor in Marketing Management at the Institute of Management Technology, Ghaziabad, India. His research interests are in the areas of service quality, services marketing and mobile banking. Amit's research has been published in the International Journal of Nonprofit and Voluntary Sector Marketing, International Journal of Bank Marketing, Journal of Internet Banking and Commerce, Global Business Review, and International journal of Service Technology and Management among others.