Online Banking Service Quality in Bahrain: An Empirical Analysis

Abstract

The main purpose of this paper is to investigate the dynamic impact of online service quality factors on service quality expectation and service quality satisfaction in the banking sector of Bahrain. Using a quantitative approach comprising of 249 active online banking portal users residing in Bahrain, the results analyzed through partial least square structural equation modelling approach confirmed a strong impact of online service quality expectation on the level of service quality satisfaction. The results also revealed that service quality expectation has a strong influence on user's satisfaction indicating that improving the quality of online services will improve the satisfaction level of the users. By shedding light on the motivational dimensions of online service quality, this paper advances our understanding of bank marketing.