Assessing customer perceived service quality : a study of automated channels in the Maltese banking industry

Abstract

Purpose: The purpose of this dissertation is to explore the concept of service quality, its applicability and implications within the Maltese banking industry. It aims to study particularly the customer’s perceived automated service quality levels, of the Automated Teller Machines (ATMs) and the internet banking services. Design and Methodological Approach: A quantitative analysis approach was taken, in which a questionnaire was distributed online to Generation Y. The questionnaire followed the SERVQUAL Model survey format to acquire an understanding on customer’s perception of automated services received. Findings: Following the analysis of the data collected, the researcher established that the respondent’s perceived service quality is met. Thus, the respondent sees automated quality to be high. Moreover, through, the hypothetical assumptions presented, the researcher revealed whether the service quality between the self-service technologies vary with respect to the five dimensions taken both separately and together. Research Limitation: For the purpose of this research, the automated service quality model presented was developed based on Parasuraman et al., (1988), SERVQUAL Model that concentrates more on face-to-face service, rather than self-service technologies. Recommendations and Conclusion: Customer perception knowledge is adopted by banks to evaluate the rate of service quality. Thus, a service quality model should be developed specifically towards the self-service technologies offered by the banking industry. In addition, through the increase in automated service quality knowledge, the banks would be in a better position to exceed the customer’s predictive anticipations, instead of only satisfying the expectations. Originality/Value: The current study is one of the few known researches which attempts to explore customer’s perceived service quality with regard to the automated channels in the local market.