A Conceptual Framework on Review of E-Service Quality in Banking Industry

E-service quality plays a significant role to achieve success or failure in any organization, offering services online. It will increase the competition among the organizations, to attract the customers on the basis of the quality of service provided by the organization. Better e-service quality will enhance the relationship with customers and their satisfaction. So the measurement of eservice quality is very important but it is a complex process due to the complex nature of services. Literature predicts that there is a lack of universal definition of e-service quality. The e-service quality measures in banking have great importance in achieving high customer base. This paper proposes a conceptual model for measuring e-service quality in Indian Banking Industry. Nine dimensions reliability, ease of use, personalization, security and trust, website aesthetic, responsiveness, contact and fulfillment had been identified. The results of this paper may help to develop a proper scale to measure the e-service quality in Indian Banking Industry, which may assist to maintain and improve the performance and effectiveness of e-service quality to retain customers. Keywords—Banking, Service Quality, e-service quality, Dimensions.