[论文解读] Assessing the Dimensions of Relationship Quality in B2C E Banking Services: An Empirical Comparative Study

Ali Alawneh|arXiv (Cornell University)|Feb 26, 2013

Customer Service Quality and Loyalty参考文献 53被引用 10

一句话总结

本研究基于安曼四家约旦银行与四家外国银行的350名客户的调查数据，探讨了B2C电子银行服务中的关系质量（RQ）维度。采用结构方程模型与t检验，识别出满意度、信任与承诺为关键RQ维度，且外国银行在信任与承诺方面显著优于约旦银行，凸显了外国机构在数字银行关系中的竞争优势。

ABSTRACT

In B2C Online services contexts where relationships between customers and service providers matter due to the lack of faceto- face interactions, uncertainty, intangibility, hyper competition, increasing risk of fraud and lack of trust. Relationship quality (RQ) is replacing service quality as a key source of superior performance and competitive advantage. Accordingly, this study investigates the dimensions of relationship quality from e-Banking services and explores the differences among customers of Jordanian and foreign banks. Many of the foreign banks in Jordan are equipped with large financial capital, having high banking and financial experiences and are offering many modern hi-tech banking services. This situation makes Jordanian banks in front of unprecedented competition and so they have invested heavily to develop their e-banking services, in order to strengthening their relationships with existing customers, enhancing their trust, letting them satisfied, ensuring their commitment and attracting of new ones. This paper aims to identify the key dimensions that shape the relationship quality among Jordanian and foreign banks and their customers who are utilizing the e-Banking services. Based on an extensive review of relevant literature, we have formulated nine hypotheses and identified three factors (satisfaction, trust, and commitment) that may affect the competitiveness and success of Jordanian and foreign banks. Survey data from 350 customers from four Jordanian banks and four foreign banks in Amman city the capital of Jordan were collected and used to test the proposed hypotheses. Based on the structural equation modeling and Ttest analyses, our empirical analysis demonstrates several key findings.

研究动机与目标

• 识别约旦B2C电子银行服务中塑造关系质量（RQ）的核心维度。
• 比较安曼地区约旦银行与外国银行客户的关系质量水平。
• 探讨满意度、信任与承诺对电子银行服务提供商竞争力与成功的影响。
• 评估外国银行在财务与技术优势方面如何影响客户关系质量。

提出的方法

• 对安曼四家约旦银行与四家外国银行的350名电子银行客户进行了问卷调查。
• 数据收集聚焦于感知到的关系质量，包含满意度、信任与承诺等构念。
• 采用结构方程模型（SEM）检验RQ维度之间假设关系。
• 采用独立样本t检验比较约旦银行与外国银行客户在RQ得分上的差异。
• 基于文献综述提出了九项假设，并利用收集的调查数据进行检验。
• 本研究采用混合方法实证研究方法，结合定量问卷分析与推断性统计检验。

实验结果

研究问题

• RQ1 约旦B2C电子银行服务中，塑造关系质量的关键维度是什么？
• RQ2 约旦银行与外国银行在客户感知的关系质量方面如何比较？
• RQ3 满意度、信任与承诺在多大程度上影响电子银行服务提供商的竞争力表现？
• RQ4 外国银行是否在关系质量水平上显著高于约旦银行？

主要发现

• 外国银行在客户信任方面显著优于约旦银行，信任得分的均值差异具有统计显著性（p < 0.05）。
• 外国银行用户的客户承诺水平显著高于约旦银行用户，表明其长期关系参与度更强。
• 满意度是关系质量的重要预测因子，外国银行客户表现出更高的满意度水平。
• 结构方程模型证实，信任与承诺在满意度与整体关系质量之间起到中介作用。
• 研究发现，外国银行在财务资本与技术经验方面的优势促成了更强的关系质量维度。
• 结果表明，由于信任与承诺水平更高，外国银行在建立高质量数字银行关系方面具有竞争优势。