Online Information Review

Internet banking and quality of service: Perspectives from a developing nation in the
Middle East
M. Sadiq Sohail Nassar M. Shaikh
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M. Sadiq Sohail Nassar M. Shaikh, (2008),"Internet banking and quality of servicePerspectives from a
developing nation in the Middle East", Online Information Review, Vol. 32 Iss 1 pp. 58 - 72
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OIR
32,1 Internet banking and quality of
service
Perspectives from a developing nation in the
58 Middle East
Refereed article received M. Sadiq Sohail
2 May 2007 Department of Management & Marketing,
Approved for publication King Fahd University of Petroleum & Minerals, Dhahran, Saudi Arabia, and
26 July 2007
Nassar M. Shaikh
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Prince Mohammed University, Al-Khobar, Saudi Arabia

Abstract
Purpose The purpose of this paper is to measure the quality of service from customers perspective.
With an enormous growth in internet banking, this paper discusses how banks can be competitive by
providing quality services.
Design/methodology/approach This study is based on a questionnaire survey conducted in
Saudi Arabia. Based on an extensive review of literature, the paper uses empirical research to analyse
service quality of internet banking services provided by banks in Saudi Arabia.
Findings Results based on a factor analysis identify three factors that influence users evaluation of
service quality of internet banking services. These factors are labelled as efficiency and security,
fulfilment and responsiveness.
Research limitations/implications This research is useful for banks in order to improve service
quality and retain/gain a share of the market in a highly competitive industry.
Practical implications The findings are important to enable bank managers to have a better
understanding of customers perception of service quality of internet banking and consequently of how
to improve their satisfaction with respect to the online aspects of service quality.
Originality/value This paper makes a valuable contribution given the fact that there are only a
limited number of comprehensive studies dealing with the assessment of electronic service quality in
banking environment.
Keywords Internet, Customer services quality, Virtual banking, Saudi Arabia
Paper type Research paper

Introduction
A number of online applications are continually affecting trends and prospects for
business over the internet. The internet has been accepted as a new addition to the

Online Information Review
Vol. 32 No. 1, 2008
pp. 58-72
q Emerald Group Publishing Limited
1468-4527
DOI 10.1108/14684520810865985
This study was funded by the King Fahd University of Petroleum and Minerals (KFUPM) in
Saudi Arabia under the Fast Track Research Grants Program (Project No. FT 2005/14). The
authors acknowledge KFUPM for the financial as well as other support for the completion of this
research. The authors also thank the Editor and reviewers of Online Information Review for their
comments on an earlier draft of the paper.
At the time of undertaking this study, Nassar Shaikh was the Dean, College of Industrial
Management, King Fahd University of Petroleum and Minerals, Saudi Arabia.
 traditional way of doing banking business. The internet represents an environment that Internet banking
companies are utilising to carry out commercial transactions and to exchange information and quality
with a variety of external agents (Bonson-Ponte et al., 2006). Banking organisations have
progressed a long way in the use of the internet, with most banks offering transaction
services over the internet. No longer are banks web presences as heterogeneous as
categorised in a study that identified three options in a companys web presence;
ornamental, informational, or relational web presence (Garca-Borbolla et al., 2005). 59
Customer preference for internet banking has also been rising due to the
convenience it offers like making it possible to undertake banking transactions outside
of bank hours and from anywhere if internet access is available. With the increase in
the usage of internet banking, the attractiveness of the banking sector to a range of
potential new entrants has also increased considerably. Primarily, this is due to factors
such as the cost of entry being low, returns that are very promising and a risk that
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appears manageable (Jayawardhena and Foley, 2000). Further, with new technologies
like smart cards and software cryptography, entry barriers in the banking business are
being lowered, enabling non-banking competitors to take away more and more of the
profitable elements of the banking business (Hagel et al., 1997). In this scenario, it is
obvious that banks need to provide customers with a high quality of service - the
quality of service is a key ingredient in the success of banks.
From a review of the extant literature two observations are obvious. First, there
have been numerous studies identifying the key service quality dimensions in the
traditional banking environment, while relatively little literature has investigated
service quality attributes in the internet banking industry. Second, even this research
has focused on internet banking in developed countries. With a marked shift from
traditional to internet banking in developing countries, this paper is to presents a
discussion related to an emerging market, and Saudi Arabia has been chosen as the
country of study. This paper presents a discussion of the developments in internet
banking in Saudi Arabia. It then examines the attributes customers use to judge
service quality and analyses the quality of service of banks providing web-based
services in Saudi Arabia.
Saudi Arabia introduced the internet only in 1998. In five years there were 600,000
subscribers and 1.5 million users, and by the end of 2005 these figures trebled. Further
internet penetration has been boosted by a series of factors such as high-oil-price-fuelled
liquidity and a rapid growth of an ever-younger population. Most of the increasing use of
the internet has been especially for e-commerce and online banking. Retail sales in the
Kingdom witnessed a substantial growth in online purchases, both domestic and
international. Visa cardholders alone used the internet to buy goods and services worth
over US$100,000 in the first quarter of 2005 (AME Info, 2007).

Banking environment in Saudi Arabia

Banks in Saudi Arabia have increasingly been offering online banking services. The
internet infrastructure is in a high state of readiness. From 200,000 internet users in 2000
the number rose to 2.54 million internet users by 2005 for a growth rate of 1,170 per cent,
making the Kingdom one of the fastest growing internet markets (Internet World Stats,
2005). The large market size offers immense potential for e-business. With a population
of approximately 18 million Saudis and an additional seven million expatriates, banks in
Saudi Arabia are expanding the way business is done in the kingdom and investing
 OIR more in alternative delivery channels to tap the potential. In addition, the Saudi
32,1 population is a predominantly young and computer savvy generation, internet
penetration is on the rise and this is creating higher demand for online banking. Online
banking services such as current account management, personal loans, brokerage
services, mutual funds, issue of credit cards, etc., are currently offered by almost all
banks in Saudi Arabia. Most of the banks in Saudi Arabia have adopted the integrated
60 approach whereby they keep their existing services and offer internet banking services
as an extension to these services. With more banks offering services online, the
competition is increasing, banks are enlarging their customer base, potentially cutting
transaction costs and consequently boosting efficiency.
With increasing online services, banks face challenges in identifying and
addressing consumer concerns about: transacting online; identifying areas of
exposure or vulnerability due to insufficient disclosures; building and sustaining the
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confidence of customers; persuading customers to accept the impact of secure access

technologies; and carrying the cost of secure access technologies. In this context, the
Saudi Arabian Monetary Agency (SAMA) plays an important role by advising banks
on issues relating to enhancing customer relationships. However, on the issue of
measuring the quality of service of internet banking, a preliminary review of published
resource reveals that none of the banks have taken any initiative to measure their
service quality. Findings of this study will provide useful guidelines to the banks on
this important aspect.

Literature review
Service quality and internet banking
Service quality is an important research topic in view of its significant relationship to
costs (Crosby, 1979); profitability (Buzzell and Gale, 1987; Rust and Zahorik, 1993),
customer satisfaction (Bolton and Drew, 1991; Boulding et al., 1993), customer retention
(Reichheld and Sasser, 1990), service guarantee (Kandampully and Butler, 2001) and
competitive capabilities (Oliveira et al. (2002). Service quality has also become
recognised as a driver of corporate marketing and financial performance (Buttle, 1996).
Service quality has been recognised as having the potential to deliver strategic
benefits, such as improved customer retention rates, even as it enhances operational
efficiency and profitability (Cronin, 2003; Zeithaml, 2000).
Service quality also affects customer satisfaction. A popular definition of service
quality proposed by Parasuraman et al. (1988) is conformance to customer
specifications that is, it is the customers definition of quality that matters, not that
of management. Another recent study also demonstrates that service quality impacts
on customer satisfaction which in turn affects the financial performance of banks
(Al-Hawari and Ward, 2006). Evans and Lindsay (1999) proposed the view that
customer satisfaction results from the provision of goods and services that meet or
exceed customer needs. Although it is widely acknowledged that there is a need for
quality indicators of customers experience with internet banking, a significant feature
of extant service quality literature is that it is dominated by people-delivered services.
There has been a range of studies on e-service since the dawn of the new
millennium, with increasing diversity and scope of coverage. Key themes related to
e-service quality are the elements of the web experience, and related elements such as
web experience and consumer behaviour, customer satisfaction, intention to buy and
 loyalty (Rowley, 2006). While extensive research on traditional service quality has been Internet banking
conducted for over 20 years in the past, only a limited number of comprehensive and quality
studies have dealt with the assessment of electronic service quality. Further interest in
these topics is stimulated by evidence of poor service quality in some contexts (Boyer
et al., 2002; Janda et al., 2002; Zeithaml, 2002). The banking industry is no exception.
With the phenomenal growth of the internet the manner in which retail business is
being conducted has changed dramatically. To sustain competitiveness, banks are 61
resorting to providing services over the internet. The properties of the internet make it
an ideal medium for delivery of banking services. Banks obtain a number of
advantages by using the internet as a medium of transaction. Some of these reported in
the literature are cost savings (Downes and Mui, 1998); increasing customer base
(Read, 1998); enabling mass customisation (Dannesnberg and Kellner, 1998); enabling
innovation (Prescott and Van Slyke, 1997; Mandeville, 1998); development of banks
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non-core business (Marshall, 1998); and delegation of tasks to customers

(Jayawardhena and Foley, 2000). In short, with the popularity of the internet and the
changing needs of customers, banking services have been undergoing tremendous
transformation with banks resorting to providing internet banking.

Theoretical perspectives on internet service quality

Despite an agreement among researchers on the need to develop scales for assessing
internet service quality, the literature has seldom addressed the measurement of
customer perceptions of electronic service quality (Wang et al., 2003). Traditionally
SERVQUAL (Parasuraman et al., 1988, 1991) has been used as a generic instrument for
measuring service quality of service firms with modifications to suit individual needs.
One of the early instruments to specifically measure the quality of services in
information systems environment was developed and validated by Kettinger and Lee
(1999). This was subsequently refined to enhance the effectiveness measure of
information services function (Kettinger et al., 1995). However, IS-SERVQUAL scales
developed in general for information systems environments have not been appropriate
for the internet customer, in which there is usually a need for providing customer
support and measuring purchase behaviour (Wang et al., 2003).
Business and academic researchers have been attempting to conceptualise and
measure electronic service quality, but the issue has not been examined as a whole. For
instance, Loiacono et al. (2000) developed a scale called WebQual for rating web sites
on 12 dimensions. However, the focuses of their operationalisations are on the technical
quality of the web site, rather than on the service quality as experienced by customers
through the web site. Other limitations to measures developed have been: including
only a few factors (Rice, 1997), or absence of empirical validation (Yang et al., 2001).
Liu and Kirk (2000) conducted a survey to ascertain factors critical to web site
success among consumers. Five were identified as key factors: first, quality of
information comprising the dimensions of relevance, accuracy, timeliness,
customisation and completeness of information presentation. The second factor,
called service, included the dimensions of quickness in response, assurance,
empathy, and follow-up. The third factor, called system, included security,
correctness of transaction, customer control of transaction, order-tracking facility and
privacy dimensions. The fourth factor was labelled playfulness as perceived by
customers, determined by factors such as customers sense of enjoyment, interactivity,
 OIR attractive features and enabling customer concentration. The final factor was the
32,1 design of the web site system; factors in this category included organised hyperlinks,
customised search functions, speed of access and ease of correcting errors.
Other scales developed in recent times include a nine-item SITEQUAL scale for
measuring site quality on four dimensions: ease of use, aesthetic design, processing
speed and security (You and Donahue, 2001). Clearly this scale does not capture the
62 complete purchasing process. Another scale created to measure customers perceptions
of e-tail quality uses a three-pronged approach: an online and offline focus group, a
sorting task and an online customer-panel survey (Wolfinbarger and Gilly, 2003),
resulting in a 14-item scale called eTailQ. This instrument comprises four factors:
web site design (concerning some attributes associated with design, personalisation
and product selection); reliability/fulfilment (concerning accurate representation of the
product, on-time delivery, and accurate orders); privacy/security (pertaining to feeling
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safe and trusting the site) and customer service (blending interest in solving problems,
willingness of personnel to help, and prompt answers to enquiries). Wolfinbarger and
Gillys (2003) scale, although comprehensive, has raised some concerns on internal
consistency and distinctiveness of factors, web site design and customer service
(Parasuraman et al., 2005).
A more recent research study, which elicits comprehensive dimensionality of
electronic service quality, is the E-S-QUAL scale, a multiple-item scale developed by
Parasuraman et al. (2005) for measuring the service quality delivered by web sites on
which customers shop online. Developing two different scales for capturing electronic
service quality, Parasuraman et al. (2005) conceptualise, develop, refine, and test
multiple-item scales, which demonstrate good psychometric properties. The basic
E-S-QUAL scale developed by Parasuraman et al. is a 22-item scale comprising four
dimensions: efficiency, fulfilment, system availability, and privacy. The second scale,
which is relevant only to customers who had non-routine encounters with the sites,
contains eleven items in three dimensions: responsiveness, compensation, and contact
(E-RecS-QUAL).
Overall, review of the extant literature reveals that attempts have been made in the
past to develop and test e-SQ scales. The broad criteria relevant to e-SQ perceptions
can be summarised as:
.
privacy/security;
.
information content and availability;
.
web site design or graphic style;
.
ease of use; and
.
reliability/fulfilment.

Numerous studies have empirically tested these factors, and mixed results have been
reported as regards the importance of each of these. Privacy concerns and the
protection of users from the risk of fraud and financial loss were shown empirically to
have a strong impact on attitude toward use of online financial services
(Montoya-Weiss et al., 2003). Depth of information content and availability has been
found to be an important factor, as it enables users to control the content and improve
their ability to integrate (Ariely, 2000). Customer perceptions of online shopping are
also largely affected by issues such as the graphic style of the web site, including
 colour, layout, print size and type, number of photographs and graphics, and animation Internet banking
(Hoffman and Novak, 1996; Hoque and Lohse, 1999). Reliability and fulfilment have and quality
been identified as an important factor of e-SQ (Palmer et al., 2000; Wolfinbarger and
Gilly, 2003). Ease of use is also relevant because internet-based transactions are
complex and intimidating to many customers (Parasuraman et al., 2005)

Research methodology 63
A survey was conducted to measure service quality in internet banking in Saudi
Arabia. A survey instrument was developed for this purpose. Based on the preceding
literature, which served as a guide to drawing scale items, a list was developed
comprising 64 variables that influence service quality perception of individuals
undertaking online banking activities in Saudi Arabia. A focus group interview was
then conducted to identify a critical list of variables that actually influences the
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forming of impressions of service quality among online banking users in Saudi Arabia.
Twelve qualified students drawn from the authors university were invited to form a
focus group. The qualification involved a process of screening to determine if they had
sufficient online banking experience. These participants were briefed about the
purpose of the meeting. The guidelines developed by Morgan (1988) were used during
the focus group discussion. The discussion lasted nearly two hours, was led by a
moderator and included two observers. The exhaustive list of constructs on service
quality identified by the literature review was revealed to the participants, and they
were asked to select and assess the variables they felt were important when assessing
service quality relevant to internet banking in Saudi Arabia. Insights from the focus
group were used to refine the survey instrument design.
The final instrument used for this survey consisted of 27 items, with responses
recorded on a seven-point scale with 1 indicating strongly disagrees and 7
indicating strongly agree. Table I summarises the content of this part of the
instrument. The second section of the instrument captured information relating to
demographic details such as age, gender, income levels, educational attainments and
occupation.

Data collection
The target respondents were those who had first-hand experience of undertaking
banking transactions through the internet in Saudi Arabia. To ensure that the
instrument reached the target, a screening question was asked at the beginning of the
questionnaire as to whether respondents had performed a banking transaction on the
internet. Only those answering affirmatively proceeded to respond to the remaining
questions. Respondents who answered in the negative were asked to proceed to the last
section, which sought demographic information.
Researchers are confronted with several challenges when undertaking surveys in
Saudi Arabia, especially in designing sampling frames and procedures, as well as in
undertaking primary data collection (Sohail and Kahtani, 2005). Legally and socially,
females cannot be approached by male strangers. Because of this and other difficulties,
a snowball sample was utilised. Participants from the initial sample of 50 respondents
were asked to provide referrals to friends and relatives who were likely to use the
internet for banking activity. The questions were then distributed through relatives
and friends. Overall, 2,000 questionnaires were distributed and 939 responses were
 OIR
Items in each dimension Xa SD Factor loadings
32,1
Efficiency and security a 0:956
Finding what I need is simple and easy 4.39 2.060 0.703
Moving to different areas of the site is easy 4.41 2.036 0.607
The site organises information efficiently 4.29 2.115 0.690
64 Using the site is straightforward 4.24 2.126 0.686
This site is well prepared and organised 4.18 2.089 0.676
The site is honest concerning its online transaction
services 4.42 2.291 0.722
It makes appropriate statements concerning the
completion of transactions 4.45 2.311 0.767
It secures information regarding my internet
banking activities 4.40 2.539 0.873
My personal information is not shared with other
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sites 4.43 2.866 0.776

My bank information is secured and protected by
this site 4.43 2.572 0.873
Easy options for cancelling transactions are
provided 4.18 2.207 0.638
Fulfilment a 0:899
It allows transactions to be conducted quickly 4.47 2.243 0.564
Pages load promptly 4.00 1.949 0.792
Getting on the site is swift 4.11 2.024 0.722
This site is always accessible for business 4.40 2.123 0.610
This site initiates and operates immediately 4.31 2.046 0.690
This site never crashes 4.39 2.912 0.482
After entering my transaction information, the page
neither locks nor freezes 4.39 2.050 0.668
Specific transactions are completed promptly 4.50 2.143 0.533
Responsiveness a 0:750
The guarantee presented by the site is significant 4.30 2.183 0.415
Information is given on what to do if the transaction
is not processed 4.14 2.180 0.556
Problems are taken care of quickly 4.09 1.994 0.633
In the case of problems, the site offers live help with a
person 3.64 2.386 0.710
Table I. Variance explained 35.2 21.3 11.7
Mean scores of Total variance explained 67.2%
dimensions of service
quality Notes: a Scores based on a seven-point scale ranging from 1 strongly disagree to 7 strongly agree

received. Of these responses 319 were non-users and the remaining 620 were complete
responses. If we consider these completed responses, we obtain a response rate of 31 per
cent, which compares favourably to response rates for other recent studies of a similar
nature in Saudi Arabia (Sohail, 2005).

Analysis
Profile of the respondents
The demographic profile of the respondents both users and non-users are presented in
Table II. As for the users, the largest group of respondents (59.2 per cent) was aged
 Internet banking
Users Non-users
Frequency % Frequency % and quality
Age group
18-25 145 23.4 9 2.8
26-40 367 59.2 20 6.3
41-55 96 15.5 39 12.2 65
56 or older 12 1.9 251 78.7
Gender
Male 511 82.4 261 81.8
Female 109 17.6 58 18.2
Education
High school or less 53 8.5 214 67.1
Bachelors degree 445 71.8 88 27.6
Masters degree or higher 122 19.7 17 5.3
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Income range
Less than 3,000 SR 92 14.8 176 55.2
3,000-4,999 SR 71 11.4 84 26.3
5,000-9,999 SR 238 38.4 36 11.3
10,000-20,000 181 29.2 14 4.4
20,000 or more 38 6.2 9 2.8
Employment
Executive/senior management 85 13.7 14 4.4
General administration/supervisory 188 30.3 21 6.6
Self-employed 42 6.7 39 12.2
Technician 58 9.4 63 19.7
Housewife 68 11 36 11.3
Student/unemployed 94 15.2 74 23.2 Table II.
Retiree 20 3.2 38 11.9 Demographic profile of
Others 64 10.4 34 10.7 respondents

25-40 years. This is not surprising, as most internet users for business-related purposes
are generally found to be in this age group. The next largest group (23.4 per cent) was
between 18 and 25 years. Smaller groups of respondents were aged 41-55 years (15.6
per cent) and over 55 (1.9 per cent). Female respondents represented 17.6 per cent of the
survey population. The smaller percentage of female respondents is due to the
difficulties of approach, as mentioned earlier.
In terms of respondents levels of education, about 70 per cent of the total
respondents indicated they had obtained a bachelors degree. They were followed by
those with a masters degree or higher (19.7 per cent), and those with only a high school
education or less were 8.5 per cent of the total respondents.
Personal income was measured in Saudi Riyals (SR). At the time of the study, SR
3.750 was equal to US$1.00. When personal income was examined, 38 per cent of
respondents had an annual income between SR5000 and 10,000 per month. They were
followed by those earning SR10,000-SR 20,000 per month (29 per cent) and then those
making less than SR3,000 per month (15 per cent). Slightly behind them were those
with an income between SR3,000- SR 4,999 (11 per cent).
In terms of occupation the largest group of respondents were in the General
administration/supervisory category (30 per cent). Those in Executive/senior
management were 14 per cent, while students or unemployed persons were 15 per cent
 OIR of the total respondents. Housewives made up 11 per cent, and technicians were nine
32,1 percent of those surveyed. Retirees were three percent and Others comprised 10 per
cent.

Non-users
As for the non-users, 78 per cent of the respondents were over 56 years of age. This is
66 possibly because the adoption process and diffusion of innovation in this age group fall
into the category of late majority or laggards. A little over 67 per cent of the non-users
had a high school or less qualification. In terms of income, 55 per cent of the
respondents had reported an income of less than SR3000. Table II also provides the
employment characteristics of non-users.

Reliability and validity

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To validate the results empirically, appropriate reliability and validity tests of the
measurement instrument were undertaken. Reliability refers to the instruments ability
to provide consistent results in repeated uses, whereas validity refers to the degree to
which the instrument measures the concept the researcher wants to measure. This
provides confidence that the empirical findings accurately reflect the proposed
constructs (Flynn et al., 1994).

Reliability and unidimensionality

Confirmatory factor analysis (CFA) was conducted to check the uni-dimensionality of
the measure (Stevens, 1996; Anderson and Gerbing, 1991), thus ascertaining that each
item in the model represents the same measure (Ahire et al., 1996). In the present study
the comparative fit index (CFI) for the three groups ranged from 0.935 to 0.968,
confirming strong uni-dimensionality of the scales in accordance with Byrnes (1994)
criterion of a CFI of 0.90 or above.
To ascertain reliability and internal consistency factor analysis was conducted.
Table I below provides an overview of the mean scores and standard deviations of the
three dimensions. The reliability coefficient (Cronbachs alpha) values for the three
groups were 0.956, 0.899 and 0.750. None of the reliability alphas was below the cutoff
point of 0.60, which is generally considered to be the criterion for demonstrating
internal consistency of new scales (Nunnally, 1978). In addition, before conducting the
factor analysis, samples of the Kaiser-Meyer-Olkin (KMO) test were used to determine
whether the partial correlation of the variables was small. The result was a KMO of
0.970, which showed good correlation.

Validity tests
The face validity can be defended, as the selections of service-quality constructs was
determined from the literature. Content validity can be asserted because the
measurement instrument relies on measures largely drawn from those used, and there
has been a consensus among the researchers.

Factor analysis
To address the issue of construct validity as well as to group the items in the
questionnaire into meaningful clusters, factor analysis was conducted via principal
component analysis. Principal component analysis was used because it seeks to
 include as many factors as there are in the analysis. In considering the suitable rotation Internet banking
strategy, orthogonal varimax rotation was used because it minimises the number of and quality
variables which have high loadings on any one given factor resulting in easier
identification of each variable with a single factor. Apart from that, orthogonal rotation
of items also increases the generalisability of the research findings, which is deemed
important in an empirical research.
Only items with a factor loading of 0.40 and above were considered significant in 67
interpreting the factors. Of these items, 23 correlated with factorial groups produced.
From the 23 items, three factors were produced. In selecting the number of factorial
groups to be extracted, the Kaiser criterion was adopted. Kaiser criterion, which was
proposed in the 1960s, states that all components with eigen values under 1.0 are to be
dropped. Thus the three factors that had eigen values greater than 1 were extracted.
These three factors accounted for 67.2 per cent of the total variance. The three factorial
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groups were named in accordance with the appropriate criteria: efficiency and
security, fulfilment and responsiveness. Table I shows the results of the factor
analysis in terms of factor name, the variables loading on each factor and the variance
explained by each factor.

Discussion and conclusion

Based on mean scores, online users of internet banking have generally been satisfied
with services provided by the banks in Saudi Arabia. It is encouraging to find that the
users of internet banking services have been more satisfied with such variables as
protection of banking information, personal information and feeling a sense of security.
A number of past studies evaluating online banking services had reported these factors
as being of major concern to users (for example, Culnan and Armstrong, 1999).
As stated earlier, the results of the factor analysis in the present study produced
three dimensions. While this result reveals that efficiency and security is the most
influencing factor in users evaluation of service quality, the factor group produces a
combination of diverse measures which may be due to the highly correlated nature of
service quality dimensions. Efficiency in internet banking mainly involves download
speed, which in turn involves users in completing a transaction quickly. Findings of
the present study support the results of research by Hoffman and Novak (1996), which
a significant correlation between web site download speed and perception of superior
service quality. While speed is of concern to users, other important factors are the ease
of acquiring needed information and the organisation of the information on the site
itself. Banks should strike a balance between attractiveness and speed, ensuring that
there is no usage of extensive high-resolution graphics. The role of host server is also
important as this significantly affects efficiency. Technological developments in recent
times have greatly assisted banks, as the speed of downloading has increased in Saudi
Arabia.
Security, which involves protecting users from the risk of fraud and financial loss,
has been another important issue in safe use of the internet when conducting financial
transactions in Saudi Arabia. A number of studies have pointed this out as a key
evaluative criterion in online services (for example Culnan and Armstrong, 1999;
Hoffman et al., 1999; Quelch and Klein, 1996). Banks in Saudi Arabia have used
numerous features to boost the confidence of online user, such as advanced encryption
technology, employing a method whereby five minutes of inactivity automatically logs
 OIR users off the account or requires users to provide a combination of different unique
32,1 identifiers.
The second important factor in internet banking users evaluation of service quality
as identified in this study is labelled fulfilment. In an online context we include the
dimensions of technical reliability under this factor. This finds support in the work of
(Zeithaml et al., 2002). The findings of this study are supported by Wolfinbarger and
68 Gilly (2003), who found that reliability/fulfilment ratings were the strongest predictor
of customer satisfaction and quality and the second strongest predictor of
loyalty/intentions to repurchase at a site. Reliability has also been cited as an
important factor in electronic service quality (Palmer et al., 2000).
Finally, the third factor identified in this study is that of responsiveness, which is
deemed important in evaluating internet service quality. Measurement of service
quality generally for service delivery through web sites and particularly for online
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banking services is in its early stages; published scholarly literature is minimal, and
hence it is difficult to make comparisons. However, in other literature responsiveness is
regarded as having a significant relationship with online service quality (Mulvenna
et al., 2000). Another study examining the usage of online retailers found
responsiveness as a key indicator of service quality (Griffith and Krampf, 1998). The
findings of this study lead in a similar direction.

Challenges faced by banks

Banks providing online services in Saudi Arabia face numerous challenges. First,
internet banking is gaining in popularity in Saudi Arabia among individual users. The
relatively young population which forms a major segment has been the early adopter.
While this can be seen as a major opportunity, the challenge lies in the fact that almost
all of the banks providing online services have entered the market at about the same
time. This has increased the competitive pressure on banks.
Second, perceived quality is an important measure in influencing consumers value
perceptions and, in turn, in affecting consumers intentions to purchase services
(Bolton and Drew, 1991; Zeithaml, 1998). Banks need to satisfy customer needs that are
complex and difficult to manage. The findings of the present study are of importance to
bank managers in Saudi Arabia, as these findings provide managers with an
understanding of customers perception of the service quality of internet banking and
consequently of how to improve their satisfaction with respect to the online aspects of
service quality.
Third, as internet banking relies on web sites, this can be a powerful marketing tool.
It provides an ideal opportunity to strengthen a banks brand name. It can also be used
for promotional purposes and to generate revenue. Finally, the findings of this study
will also be useful in helping banks to understand the profile of non-users. Considering
that a substantial amount of money being invested in developing online banking
systems in Saudi Arabia, it is important that banks develop strategies to ensure that
that customers use these services. In targetting these non-users banks must create an
environment of fulfilment and remove any apprehensions about security concerns.
Organising training sessions, demonstrations and instilling confidence in
security-related issues may lead to better results in improving the usage of online
banking.
 Customer perceptions of internet banking services Internet banking
Much of the current research in the context of internet banking has focused on and quality
investigating service quality attributes. There is considerable scope for further work to
ascertain the motivations behind online banking use that can be used to improve
customer services. It would be valuable to examine further the relationship between
motivation, use, customer satisfaction, loyalty and internet service quality. A specific
theme requiring attention is the effect of behavioural aspects on customers experiences 69
of internet service quality.
While a banks web site may provide a good opportunity for undertaking online
transactions or finding required information, the problem may lie in navigating and
locating the required information or undertaking a transaction of a specific nature.
With banks providing a pool of information on the web site, many customers may feel
overwhelmed by the amount of information available. A feeling that there is too much
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irrelevant information will affect the perceived service quality. The effects of page
layout and content on the user are other areas that have been reviewed. Diaper and
Waelend (2000) found that the use of graphics on a page did not affect the users ability
to find information. The effect of using frames as a navigational tool was considered by
Van Schaik and Ling (2001), who found that placing the navigation frame at the top or
the left hand side of the page was equated with better user performance in terms of
speed and accuracy.
There is scope for future research on developing a model of retrieval systems that
combines formal modelling theories as well as keeping the subjective point of view of
online banking users perspectives. The literature does not seem to address the issue of
retrieval systems in internet banking. Whereas retrieval systems are based on formal
models, the users perspective of the retrieval process is entirely governed by his or her
subjective point of view. The mismatch between formal models and vague cognitive
requirements is certainly one of the reasons that information retrieval systems could
still be improved substantially.

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Corresponding author
M. Sadiq Sohail can be contacted at: ssohail@kfupm.edu.sa

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