Research Article Open Access

Enhance Internet Banking Service Quality with Quality Function Deployment Approach

Abstract

Internet banking providers tend to introduce to consumers as many services as possible very often without knowing what the customers really want and expect from them. Within the traditional banking environment it was almost impossible to monitor and record data on secondby- second actions and interactions with the customers. The fact is that the electronic environment allows Internet banking providers to capture enormous amount of information about customer behaviour during the whole process of service consumption and to collect their opinions and requirements in different forms. However, the first question is whether Internet banking providers are able to analyse and conceptualise them and further to translate them into service design specifications. The second issue concerns an e-service quality management framework based on the customers' requirements that would allow managing the quality of Internet banking services, developing quality measurement system and so facilitating full control over service quality in electronic environment. Quality Function deployment (QFD) is a distinguished product and service design technique primary oriented to deliver 'voice of the customer' throughout every single planning and design activity. Taking into account the trends of moving the banking products and services online this paper demonstrates the application of QFD to Internet banking and it outlines the links among service quality management, its concepts, and tools and Internet banking services. QFD application resulted in formulating the current service quality dimensions, disclosed the quality management deficiencies and provided decision support for the e-banking managers.

Jean-Michel SAHUT,Zuzana KUCEROVA

To read the full article Download Full Article | Visit Full Article