Quality assessment of online banking services: An integrated model of SERVQUAL - Kano and QFD

• Autores: Ariana Heleno Marques dos Santos, Juliane Cândido
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 12, Nº. 2, 2016, págs. 145-153
• Idioma: inglés
• DOI: 10.18089/tms.2016.12216
• Títulos paralelos:
  • Avaliação da qualidade dos serviços online – Proposta de um modelo integrador para o setor bancário
• Enlaces
  • Texto completo (pdf)
• Resumen
  • português

    Este artigo centra-se no desenvolvimento teórico de um modelo integrado para avaliar e melhorar a qualidade dos serviços de Internet Banking (IB). Após uma revisão da literatura e uma análise crítica dos estudos já elaborados sobre o uso integrado dos modelos de Kano, SERVQUAL e Quality Function Deployment (QFD), propõe-se um modelo integrado significativamente distinto daquele que tem vindo a ser utilizado na literatura. O modelo que se apresenta visa superar as desvantagens inerentes ao modelo existente, contribuir para um melhor entendimento da “voz do cliente” e para uma melhoria da qualidade dos serviços de IB. O artigo propõe também um conjunto de proposições para investigação empírica futura.

  • English

    This article focuses on the theoretical development of an integrated model for the assessment and improvement of the quality of Internet Banking (IB) services. Based on a literature review and critical analysis of the studies on the integrated use of the Kano model, the SERVQUAL and the Quality Function Deployment (QFD), this paper suggests an integrated model that is significantly distinct from those in the extant literature. The suggested model aims to surpass inherent disadvantages of the models in the literature, to contribute to a better understanding of the “voice of the customer” and to improve the quality of the IB services. This paper also develops several propositions for future empirical investigation.

• Referencias bibliográficas
  • Akao, Y. (1972). New product development and quality assurance – quality deployment system. Standardization and Quality Control, 25(4), 7-14.
  • Akao, Y. (1990). Quality function deployment: Integrating customer requirements into product design. Cambridge: Productivity Press.
  • Akinci, S., Atilgan-Inan, E. e Aksoy, S. (2010). Reassessment of E-S-Qual and E-RecS-Qual in a pure service setting. Journal of Business Research,...
  • Angelakopoulos, G. e Mihiotis, A. (2011). E-banking: challenges and opportunities in the Greek banking sector. Electronic Commerce Research,...
  • Ardhiyani, N. e Singgih, M.L. (2010). Integrating SERVQUAL with Kano into quality function deployment (QFD) for better Quality of Services....
  • Bouchereau, V. e Rowlands H. (1999). Analytical approaches to QFD. Manufacturing Engineering, 78(6), 249-254.
  • Brochand, B., Lendrevie, J., Rodrigues J.V. e Dionísio P. (1999). Publicitor. Lisboa: Publicações Dom Quixote.
  • Cândido, C.J.F. (2003). Contrasting Portuguese and international service quality management in the Algarve hotel industry. The International...
  • Cândido, C.J.F. (2005). Service quality strategy implementation – A model and the case of the Algarve hotel industry. Total Quality Management...
  • Cândido, C.J.F. e Morris, D.S. (2000). Charting service quality gaps. Total Quality Management, 11(4,5&6), S463-S472.
  • Cândido, C.J.F. e Morris, D.S. (2001). The implications of service quality gaps for strategy implementation. Total Quality Management, 12(7&8),...
  • Cândido, C.J.F. e Santos, S.P. (2011). Is TQM more difficult to implement than other transformational strategies? Total Quality Management...
  • Cândido, C.J.F. e Santos, S.P. (2015). Strategy implementation: What is the failure rate? Journal of Management and Organization, 21(2), 237-262.
  • Carman, J.M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33-55.
  • Castillo, D.V., Montecinos, R.H. e Villagran, A.O. (2007). Validación de un instrumento de medición de la calidad del servicio bancario en...
  • Cronin Jr, J.J. e Taylor, S.A. (1992). Measuring service quality: A reexamination and extention. Journal of Marketing, 56(3), 55-68.
  • Grönroos, C. (2007). Service management and marketing: Customer management in service competition. England: John Wiley & Sons.
  • Hauser, J.R. e Clausing, D. (1988). The house of quality. Harvard Business Review, 66(3), 63-73.
  • Hitt, L.M. e Frei, F. (2002). Do better customers utilize electronic distribution channels? The case of PC banking. Management Science, 48(6),...
  • Hsu, C., Chang, T., Wang, S. e Lin, P. (2007). Integrating Kano’s model into quality function deployment to facilitate decision analysis for...
  • Hutahaean, H.A. (2009). Application of service quality improvement method with integration between SERVQUAL and Kano’s model approach. In...
  • Ioannou, G., Pramataris K.C. e Prastacos G.P. (2004). A quality function deployment approach to web site development: Applications for electronic...
  • Iwaarden, J.V., Wiele, T.V.D., Ball, L. e Millen R. (2004). Perceptions about the quality of web sites: a survey amongst students at Northeastern...
  • Jayawardhena, C. (2004). Measurement of service quality in internet banking: the development of an instrument. Journal of Marketing Management,...
  • Kano, N., Seraku, N., Takahashi, F. e Tsuji, S. (1984). Attractive quality and must-be quality. Journal of the Japanese Society for Quality...
  • Khurana, S. (2009). Managing service quality: an empirical study on internet banking. Journal of Marketing Management, 8(3&4), 96-113.
  • Kuo, C., Yuo, S. e Lu, C.Y. (2014). Integration of the Kano and QFD model in health food development: using black beans as examples. Quality...
  • Li, Y.N., Tan, K.C. e Xie, M. (2002). Measuring web-based service quality. Total Quality Management, 13(5), 685-700.
  • Liao, Z. e Cheung, M.T. (2008). Measuring consumer satisfaction in internet banking: a core framework. Communications of the ACM, 51(4), 47-51.
  • Löfgren, M. e Witell, L. (2005). Kano’s theory of attractive quality and packaging. Quality Management Journal, 12(3), 7-20.
  • Loonam, M. e O’Loughlin, D. (2008). An observation analysis of e-service quality in online banking. Journal of Financial Services Marketing,...
  • Madzík, P. (2016). Increasing accuracy of the Kano model - a case study. Total Quality Management & Business Excellence, forthcoming....
  • Mohr-Jackson, I. (1996). Quality function deployment: A valuable marketing tool. Journal of Marketing Theory and Practice, 4(3), 60-67.
  • Nelson-Rowe, L., Kraft, J. e Varney, J. (2016). The ASQ global state of quality 2: research report. Milwaukee: ASQ e APQC.
  • Parasuraman, A., Zeithaml, V.A. e Berry, L.L. (1985). A conceptual model of service quality and its implications for future research, Journal...
  • Parasuraman, A., Zeithaml, V.A. e Berry, L.L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality....
  • Parasuraman, A., Berry, L.L. e Zeithaml, V.A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.
  • Pawitra, T.A. e Tan, K.C. (2003). Tourist satisfaction in Singapore – A perspective from Indonesian tourists. Managing Service Quality, 13(5),...
  • Rahmana, A., Kamil, M., Soemantri, E. and Olim, A. (2014) Integration of SERVQUAL and Kano model into QFD to improve quality of simulation-based...
  • Santouridis, I.; Trivellas, P. e Reklitis, P. (2009). Internet service quality and customer satisfaction: examining internet banking in Greece....
  • Sauerwein, E., Bailom, F., Matzler, K. e Hinterhuber, H.H. (1996). The Kano model: How to delight your customers. In International Working...
  • Song, H. (2016). A critical review of Kano's wording and its impact on attribute classification: a case study of smartphone in Korea....
  • Sullivan, R.J. (2000). How has the adoption of internet banking affected performance and risk in banks? A look at internet banking in the...
  • Tan, K.C. e Shen, X.X. (2000). Integrating Kano´s model in the planning matrix of quality function deployment. Total Quality Management, 11(8),...
  • Tan, K.C. e Pawitra, T.A. (2001). Integrating SERVQUAL and Kano’s model into QFD for service excellence development. Managing Service Quality,...
  • Tontini G. e Theiss, J. (2005). Estudo sobre a confiabilidade da classificação dos atributos de um serviço pelo modelo Kano de qualidade atrativa...
  • Wolfinbarger, M. e Gilly M.C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198.
  • Yesilada, F.A. e Yurdakul, D. (2009). Improving healthcare service quality: an application of integrating SERVQUAL and Kano model into quality...
  • Yu, C. (2008). Assessing and differentiating the quality of internet-based services: a case of online banking in Taiwan. The Services Industries...
  • Zeithaml, V.A., Parasuraman, A. e Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge....