Development of the Instruments for measuring the quality of E-Banking services in the Republic of Serbia: E-BSrb-QUAL

The most commonly used model to measure the quality of electronic services is E-Service Quality - E-SQ (E-S-QUAL and E-RecS-QUAL). Acknowledging results existing research attempts create a unique for measuring e-services, main goal this paper rate e-banking in Serbia by testing applicability model. results, gained through empirical research, design, distribution distinctive questionnaire users central southeast Serbia, were systematized statistically processed factor analysis principal components (PCA). outcome defined an initial instrument called E-BSrb-QUAL, with seven dimensions they are 1. Personalization, 2. Safety, 3. Accessibility, 4. Contact, 5. Efficiency/Response, 6. Trust, 7. Reliability. Importance-Performance (IPA) showed strength Serbian banks confirmed significant crucial service On other hand, Efficiency/Response estimated as overrated.