E-Service Quality and Customer Satisfaction: With Reference To Atm Services of State Banks in Sri Lanka

INTERNATIONAL JOURNAL ON ECONOMICS, FINANCE AND
SUSTAINABLE DEVELOPMENT
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E-Service Quality and Customer Satisfaction:

With Reference to Atm Services of State Banks in Sri Lanka
M. S. Ishar Ali, J. Resi Tony, V. Anputhasan

Department of Business and Management Studies, Trincomalee Campus, Eastern University, Sri Lanka
ABSTRACT ARTICLEINFO
The purpose of this article is to investigate the quality of e-services and Article history:
customer satisfaction in relation to ATM banking services, using theoretical Received 8 Apr 2022
foundations as a basis for investigation. The relationship between e-service Received in revised form
quality and customer perception has received less attention from researchers, 5 May 2022
despite the fact that researchers have become increasingly interested in e- Accepted 7 Jun 2022
services' quality dimensions. There is a clear need for research into both the
quality dimensions of e-services and the customer satisfaction dimensions Keywords: E-service,
that are relevant in the service context. In this article, quantitative analysis quality, banking
and data from respondents were used in conjunction with a convenient
services, service quality,
sampling technique. The study discovered that reliability, responsiveness,
efficiency, privacy, empathy, and efficiency are all significant factors customer satisfaction.
influencing customer satisfaction when using ATM banking services. As a
result, the study concluded that reliability, responsiveness, efficiency,
privacy, empathy, and efficiency are all significant factors influencing
customer satisfaction when using ATM banking services.
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INTERNATIONAL JOURNAL ON ECONOMICS, FINANCE AND SUSTAINABLE DEVELOPMENT ISSN (electronic): 2620-6269/ ISSN (printed): 2615-4021 26
Introduction
Technological breakthroughs, current industrial procedures, and the ability to create new sectors are all
important elements impacting company rivalry (Al-dweeri et al., 2017; Islam et al., 2007). Technology
is a collection of knowledge and processes that are carried out through the use of machines. Reduced
operational costs, improved quality, and increased innovation are all being achieved through the
application of technology, with the ultimate goal of producing new goods and extending existing market
prospects (Ghane et al., 2011; Raman et al., 2008). This new infrastructure, as per Aguila et al., (2013),
is not only assisting firms in doing things in the right way than they were in previous eras, but it is also
open up new forms of control, alignment, and collaboration on activities which are more easily
accessible and less expensive than they were before.
In recent years, information and telecommunications technology has had an impact on a wide range of
industries. Financial institutions have undergone significant transformations, with many of these
transformations being directly related to information and communication technologies (Islam et al.,
2007). Every industry is being impacted by technology, and the financial services industry is no
exception. The banking industry is a segment of the economy that invests in financial assets in order to
increase wealth. One of the most significant investors in technology innovation is the banking industry.
Banks currently pay close attention to their clients' perspectives by providing excellent service (Khan et
al., 2016; Raman et al., 2008). Each channel via which banks distribute their products has also evolved
as a result of technological improvements. Retail banks can now offer alternative distribution channels
such as automated teller machines (ATMs), cash deposit machines (CDMs), online banking, and mobile
banking, among others (Boateng et al., 2014; Islam et al., 2007). According to Boateng et al., (2014),
Several changes have taken place in the banking industry, and one of these changes has been the way
customers interact with financial institutions. Technology has played a big role in this. Customers can
also use ATMs, cards, internet banking, and mobile banking, as well as the traditional branch channel,
to get their money (Islam et al., 2007). In the past, people who wanted to use banking services had to
visit banks and wait in long lines. Today, people can use all of the services without having to go to a
financial institution. It doesn't matter if people use a cell phone from any place to get connected with
their banks (Aguila et al., 2013).
In the lack of concrete facts on which to base quality ratings, Cristobal et al. (2007) suggest that
customers must rely on other indicators to discern whether something is of good quality. Technology-
enabled service delivery is preferred by the majority of customers. Customers anticipate rapid response,
convenience, time-serving, and twenty-four-hour accessibility of services for a variety of reasons (Jamil
& Khan, 2016). ATMs offer the convenience of many places, and the ATM card is safeguarded by a
PIN, guaranteeing that your transactions are safe. The changing tendency, on the other hand, raises
serious issues regarding client satisfaction. According to Boateng et al., (2014), if ATM networks go
out of service due to issues such as ATM card cloning fraud, fake ATMs, ATM attacks, and PIN
cracking, customers could be left without the ability to conduct transactions until the beginning of their
bank's next time of opening hours (Boateng et al., 2014; Islam et al., 2007).
The importance of service quality in influencing customer satisfaction among those who use ATM
services, particularly in urban areas, has developed into a leading area of study. Previous research has
found that quality is a vital factor that affects satisfaction of customers among those who use ATM
services (Boateng et al., 2014). There are operational difficulties with ATM machines, and customers
frequently experience difficulties when using the ATM machines on a regular basis. In order to
determine whether or not a problem exists within the financial institutions. This study conducted an
interview with customers who use ATMs to make money deposits and withdrawals in order to learn
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more about their experiences (Jamil & Khan, 2016; Islam et al., 2007). Many clients are unhappy with
the level of service they receive from their financial institutions. Therefore, according to Jamil & Khan,
(2016), it is critical to identify the issues that create a barrier between the customer and the ATM's
service. In order to accomplish this, It's crucial to figure out what factors might motivate people to
utilize ATMs (Boateng et al., 2014). Accordingly, this study identifies this as a problem that requires
further investigation into these areas to determine the factors that influence customer satisfaction when
using an ATM machine in the banking sector. Therefore, the research questions is phrased as "what are
the factors affecting customer satisfaction with respect to ATM service in the banking sector in Sri
Lanka?" The researcher's goal in this study is to provide answers to the research question stated.
Literature Review and Hypotheses Development
Zeithaml et al., 2002, came up with one of the most basic definitions of e-service quality. This means
that e-service quality is a field in which it is possible to provide efficient and effective services to users
through electronic media and communication. As highlighted by Parasuraman et al. (2005), customers'
impressions of e-service quality are vastly different when compared to other media. This is due to
people's differing opinions and beliefs about technology, its adoption, and its use. According to Santos
(2003), the general views, judgements, and assessments of customers concerning services that will be
supplied by electronic media are considered the quality of e-services.
SQ scales have been used for many years, but the SERVQUAL scale has been the most widely adopted.
Its dimensions were tangibles, dependability, responsiveness, assurance, and empathy. There were ten
factors that determined service process quality on this scale, and these ten factors were later refined into
five dimensions, which became known as the RATER Scale. The SERVQUAL scale has been used to
derive the majority of the dimensions that are used to measure eservice quality measurement.
Zeithaml et al. (2002) conducted a study on e-service with the assistance of four focus groups
comprised of people who had previous experience with online shopping. It was discovered through this
investigation that there are eleven quality dimensions for e-services, which are as follows: reliabilty;
responsiveness; access; and flexibility; ease of navigation; efficiency; assurance and trust; security and
privacy; price knowledge; site aesthetics; and customization and personalization. Zeithaml et al, (2002)
provided a revised version of the e-SQ model, with the number of e-service quality dimensions reduced
from nine to seven. Some of the dimensions evaluated were efficiency, dependability, fulfillment,
privacy, responsiveness, compensation, and contact. Parasuraman et al., (2005) improved on their prior
work to create a more sophisticated and detailed e-SQ scale. After the researchers selected and assessed
the components of service quality existent in the current literature of e-SQ, they went through a number
of revisions. The final scale, which was the most recent in the e-SQ industry, included of 22 elements
on four dimensions: efficiency, fulfillment, system availability, and privacy, as a result of this iterative
process. The first four dimensions were referred to as ES-QUAL (core scale), and the remaining three,
namely responsiveness, compensation, and contact, were referred to as E-RecS-QUAL (e-SQ recovery).
Using the SERVQUAL scale as a guideline, Yang et al., (2004) proposed seven online service quality
dimensions: dependability, responsiveness, and access, ease of use, attentiveness, credibility, and
security. More researchers have come up with models and dimensions that are tailored specifically to
electronic services. Using SERVQUAL as a frame work, Kaynama & Black (2000) proposed seven
quality dimensions to evaluate the service quality of the websites and e-services of numerous travel
agencies. These dimensions are: responsiveness, content and purpose (derived from reliability),
accessibility, navigation, design and presentation (all of which are derived from tangibles), background
(assurance), personalization and customization (derived from empathy).
The researcher has built a conceptual model to explore the relationship between electronic service
quality and customer satisfaction based on a review of the literature. Customer satisfaction is a
dependent variable in the banking industry, with independent variables such as responsiveness,
reliability, assurance, empathy, privacy, and efficiency as independent variables. The researcher
attempted to create a relationship between the various characteristics of e-service quality and customer
satisfaction while conceptualizing the variables given above.
Figure 1: Conceptual Framework
Reliability
H1
Responsiveness
H2
Assurance
H3
Empathy Customer Satisfaction

H4
Privacy H5
Efficiency H6
Model Adopted and modified from (Al-Dweeri et al., 2018; Rita et al., 2019)
It is vital to generate hypotheses based on the review of the literature and the conceptualization of the
research problem. Finally, those hypotheses are examined to establish whether they are acceptable or
not . In connection with this work, the following hypotheses have been developed.
H1: There is a positive relationship between reliability and customer satisfaction.
H2: There is a positive relationship between responsiveness and customer satisfaction.
H3: There is a positive relationship between assurance and customer satisfaction
H4: There is a positive relationship between empathy and customer satisfaction.
H5: There is a positive relationship between privacy and customer satisfaction.
H6: There is a positive relationship between efficiency and customer satisfaction.
1. Research Methodology
1.1. Research design
The design of research is the process of arranging the settings for data collection and analysis in such a
manner that they achieve a balance between relevance to the study purpose and ease of collection and
analysis of data (Sekeran & Bougue, 2016). Research design is important because it helps the different
research operations run smoothly, which makes sure that research is as efficient as possible, resulting in
the most information with the minimum of effort, time, and money (Kothari, 2004). The research in this
study is quantitative, and it is associated with the positivism paradigm.
Researchers can define and use research methodologies in an effective manner if they use a systematic
approach to their research. An inductive or deductive approach to research can be used to conduct the
investigation. The technique is deductive when the theory and hypotheses are formed and a research
strategy is devised to test the hypotheses; however, the approach is inductive when the data is collected
and the theory is developed as a result of data analysis (Sekeran & Bougue, 2016).`
This study was conducted in a natural setting with no predetermined outcomes. It refers to a study that
is conducted in the natural environment with the least amount of interference from the researcher. When
data was collected at a bank ATM booth in Sri Lanka, the researcher had no control over the variables,
which was the case in this study. As a result, the research environment is not fabricated. The researcher
determined that the environment was appropriate for conducting this research.
1.2. Population and Sampling
The term "population," as defined by Sekeran & Bougue (2016), refers to the total group of people,
events, or other objects of interest that the researcher desires to investigate. This study's participants
represent the whole population of ATM users.
A sample is a subset of a population that is taken from a larger population. It is made up of some
members who were chosen from among them. By examining the sample, the researcher should be able
to draw conclusions that are applicable to the entire population under consideration (Kothari, 2004). A
total of 150 bank ATM customers are selected from a larger population, and these 150 customers serve
as the study's sample, which was selected using a simple random sampling technique.
1.3. Data Collection and Analysis
During the data collecting procedure, primary and secondary data collection approaches were employed
to gather information. A standard questionnaire was utilized to obtain information throughout the
primary data collecting process. The surveys' questions were brief and easy to comprehend. Closed-
ended questions were developed for this investigation. It is simpler to demonstrate the relationship
between variables, and it is also simpler to obtain an answer. A total of three sections make up this
questionnaire. There are questions about personal information in the first section of the survey. The
third section dealt with the items related to customer satisfaction surveys, whereas the second section
dealt with the items related to ATM services. All of the items were evaluated on a Likert-type scale
with a five-point response.
Multivariate analysis is carried out through the use of regression analysis and correlation analysis,
among other methods. For the purpose of determining the relationship between service quality and
customer satisfaction, correlation was used. It was determined that using the automated teller machine
service had an impact on customer satisfaction through the use of regression analysis.
2. Data Presentation and Analysis
2.1. Descriptive analysis of personal profile of respondent
The gender of the respondent was one of the demographic factors taken into consideration for the study.
The gender of the customers has a significant impact on their level of satisfaction with the ATM service
they receive.
According to the data analysis, there were (59.3 %) females and (40.7 %) males among those who
participated. The ages of those who answered the survey questions ranged from under 20 to over 45
years old. According to the findings of the study, the most important age group among customers is
between the ages of 20 and 30 years, which accounts for the highest percentage (85.7 %) of the total.
The age group between 30 and 40 years is the one with the lowest number of participants (3.6 %). The
age group of people under the age of 20 years is referred to as (6.4 %). The age group above 45, which
reveals the bank's senior citizens customers, constitutes a percentage of 4.3 percent of the total customer
base. When it comes to marital status, the majority of respondents (83.6%) are single, followed by
married respondents (15%), separated, divorced, and widowed respondents (1.4 %).
The dominant level of education among the respondent was degree level which constitute (60.7%).
Primary level of education is (11.4%). Secondary level of education is 25 (17.9%). Certificate and other
education level of customer constitute (5.0%), which mean most of the respondents were highly literate.
When the occupations of the respondents were studied, it is obvious that students were the most
important occupation category among respondents, with the biggest number of 47.9 %. Households
make up the smallest group, with only 8.6%. Employees in the service sector account for 20.7 %. The
business sector accounts for 22.9 %.
One of the most crucial profile characteristics for clients is their monthly income. The majority of the
customer's monthly income was in excess of Rs. 40,000, which made up a significant portion of 33.1%.
There was a range of 10,001 to 20,00. (15.5%). Between the ranges of 20,001 and 30,00 (10.6%).
Customers with monthly salaries of less than 10,000 and between 30,001 and 40,000 were 20.4%
2.2. Reliability Analysis
Using data from the study, the Cronbach's alpha of the independent variable Reliability was found to be
0.772, Responsiveness to be 0.743, Assurance to be 0.608, Empathy to be 0.789, Privacy to be 0.736,
and Efficiency to be 0.652. Cronbach's algha values for all of the variables in the instrument were
higher than 0.6 in the aggregate. Inferring that the instrument's internal consistency is questionable
There was a higher perception of product availability and that it was satisfactory, and the strength of the
association was moderate.
2.3. Analysis of Correlation
Table 1: Correlation Coefficients
Reliabil Responsi Effici Customer
Assurance Empathy Privacy
ity veness ency Satisfaction
Pearson
1
Reliability Correlation
Sig. (2-tailed)
Pearson
Responsive .361** 1
Correlation
ness
Sig. (2-tailed) .000
Pearson
.220** .465** 1
Assurance Correlation
Sig. (2-tailed) .000 .000
Pearson
.554** .560** .509** 1
Empathy Correlation
Sig. (2-tailed) .000 .000 .000
Pearson
.270** .370** .537** .260** 1
Privacy Correlation
Sig. (2-tailed) .000 .000 .000 .000
Pearson
.413** .525** .632** .642** .481** 1
Efficiency Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000
Pearson
Customer .652** .641** .583** .768** .671** .570 1
Correlation
Satisfaction
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .0000
It is shown in the preceding table that there are positive correlations between customer satisfaction and
reliability (.652), responsiveness (0.641), assurance (0.583), empathy (0.768), privacy (0.671), and
efficiency (0.671). (.570). As a result, customer satisfaction is positively related to each of the six
predictors of electronic service quality.
The correlation coefficient (r) between independent variables is in the range of 0.3 to 0.7, which is less
than 0.85. The possibility exists that there is no problem with multicollinearity.
2.4. Regression Analysis and Hypotheses Testing
The overall model explains how the research fits into the overall model. This is illustrated in the table
below by the number R2. The coefficient R2 in a simple linear equation is an extension of the coefficient
of determination R2 in a simple linear equation to multiple regression. This coefficient serves as a gauge
for how well the regression equation matches the data set. Table 2 shows that the correlation coefficient
(R2) is 0.530 (53%), indicating that the regression equation appears to have a perfect fit with the data. It
can be predicted that the six independent variables have a significant impact on the variance (R-square)
of the dependent variable, which accounts for 53 percent of the variance. In this case, the p-value is
0.000 0.05, and the ANOVA table reveals that the F value of 42.521 is statistically significant at the
0.000 level. As a result, the model is significant, and the model actually exists.
When the individual variables were focused, at first, the reliability is considered; p = 0.020 < 0.05,
hence, highly significant and explain a much about the dependent variable. responsiveness values; p =
0.034 < 0.05, highly significant to the model. Assurance, p = 0.037 < 0.05, significant to the model.
Empathy values; p = 0.000 < 0.05 highly significant to model, privacy, p = 0.000 < 0.05 and
efficiency p = 0.000 < 0.05, which are very significant to the model.
Table 2: Results of Regression Analysis

Predictors Beta P t VIF
Reliability .087 .020 .300 1.420
Responsiveness .392 .034 .463 1.117
Assurance .085 .037 1.842 1.412
Empathy .386 .000 5.176 1.160
Privacy .284 .000 .303 2.279
Efficiency .243 .000 1.324 1.253
Dependent Variable: Customer Satisfaction
Notes: Constant = 0.743, F=42.521, P < 0.05, R2 = .530, Adjusted R2 = .426,
The results of the regression analysis show that the VIF is less than 5, which indicates that there is no
significant multicollinearity problem and that the regression coefficients are well estimated.
Table 3: Hypotheses Testing
Variables Hypothesis P – Value α = 5% H0 HA
(Null +
Alternative )
Reliability H10, H1A 0.010 0.05 Reject Accept
Responsiveness H20, H2A 0.044 0.05 Reject Accept
Assurance H30, H3A 0.047 0.05 Reject Accept
Empathy H40, H4A 0.000 0.05 Reject Accept
Privacy H50, H5A 0.000 0.05 Reject Accept
Efficiency H60, H6A 0.000 0.05 Reject Accept
According to the above table, all the hypotheses accepted, means, electronic service quality dimensions
have positive significant impact on customer satisfaction.
3. Findings and Conclusions

The goal of this study was to identify the factors that influence customer satisfaction when it comes to
using ATMs for banking purposes. As a result, six independent variables were selected under the ATM
service (service quality dimension) in order to identify the factors that influence customer satisfaction
when using ATM banking, including reliability, responsiveness, efficiency, empathy, privacy, and
assurance. The dependent variable was customer satisfaction, which was measured using the dependent
variable. The significance of each individual variable was also tested by comparing the p value of each
independent variable with the alpha value of the variable (0.05). The fact that the p values of the
independent variables were less than 0.05 leads to the conclusion that variables related to electronic
service quality have a statistically significant positive relationship with customer satisfaction. So the
group of independent variables has an association with the dependent variable that is statistically
significant.
4. Limitations and Direction for Future Research

These limitations can be divided into several categories, including limitations resulting from the
literature review, limitations resulting from the research methodology, and limitations resulting from
respondents and the researcher herself. Although the findings of this research and its implications for
the banking industry may be generalizable, they cannot be applied to the entire financial industry.
Information and published articles about the factors that influence customer satisfaction when using
ATM banking services are scarce. Furthermore, it is possible that the generation of an entire population
will be difficult. As a result, the sample size was insufficient to allow the findings to be extrapolated to
the entire population. Finally, when it comes to data collection, the researcher uses only a single type of
data collection method, which is the questionnaire. Customers' information is collected through the use
of questionnaires surveys with fixed alternatives, in which customers must choose an answer from the
alternatives provided in the questionnaires and are therefore unable to provide answers freely in the
survey. Due to time constraints, this study was limited to a single bank rather than the entire banking
industry. The time period and cost associated with conducting the study are both limitations of this
investigation.
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INTERNATIONAL JOURNAL ON ECONOMICS, FINANCE AND

Available online at www.researchparks.org

E-Service Quality and Customer Satisfaction:

M. S. Ishar Ali, J. Resi Tony, V. Anputhasan

Empathy Customer Satisfaction

Table 2: Results of Regression Analysis

3. Findings and Conclusions

4. Limitations and Direction for Future Research

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