||An Empirical Study for Building the Brand Equity of Electronic Services: An Application to Online Banking
||Department of Business Administration
Quality of Electronic Services
The two most important long-term trends in the business world are the shifting of the economy from goods to services and the rapid expansion of the information economy and electronic networks. These two trends converge in the concept of e-service, which is the provision of service over electronic networks such as the Internet. The importance of brand equity has led to many published studies that explore the importance of brand equity in marketing. Some researchers have also argued that branding is more essential for services than for goods. Thus, this study uses the online banking service sector as a context in which to investigate how to establish brand equity for electronic service brand (provider) through offering good quality electronic services. The dimensions of quality of electronic services, including environment quality, delivery quality and outcome quality, used in this study can greatly assist managers in understanding how their customers assess the whole quality of electronic service experiences. The sample for this study was online banking users in Taiwan. An Internet-based questionnaire was used for data collection, and as result, 292 valid questionnaires were collected. The framework of this study was tested by structural equation modeling. The results of this study indicate that some of the dimensions of quality of electronic services will positively and significantly increase customer satisfaction and trust towards the e-service brand (provider), and, in turn, increase customer loyalty. Finally, customer loyalty towards the e-service brand (provider) will increase the brand equity of an electronic service brand. As a result, this study provides managers with an important perception regarding how branding of electronic services is a way to get long-term success. This study also suggests that electronic service
provider should focus on the service qualities that which customers really care about and try to fulfill customers’ needs and become more trustworthy in order to increase customer loyalty, and, in turn, to establish positive brand equity.
CHAPTER 1 INTRODUCTION ... 1
1.1 RESEARCH BACKGROUND AND MOTIVATION ... 1
1.2 RESEARCH OBJECTIVES ... 4
1.3 RESEARCH PROCESS ... 4
CHAPTER 2 LITERATURE REVIEW AND RESEARCH HYPOTHESES DEVELOPMENT ... 5
2.1 QUALITY OF ELECTRONIC SERVICES (QES) ...5
2.1.1 Environment Quality .... 8
2.1.2 Delivery Quality ...9
2.1.3 Outcome Quality ... 10
2.2 SATISFACTION ... 11
2.3 TRUST ... 15
2.4 LOYALTY ... 19
2.5 BRAND EQUITY ... 22
CHAPTER 3 RESEARCH DESIGN ... 26
3.1 CONCEPTUAL FRAMEWORK ... 26
3.2 CONSTRUCT DEFINITION AND MEASUREMENT ... 27
3.3 PILOT TEST ... 32
3.3.1 Content Validity ... 32
3.3.2 Reliability ... 32
CHAPTER 4 RESULTS OF DATA ANALYSIS ... 35
4.1 SAMPLE CHARACTERISTICS ... 35
4.2 MEASUREMENT ASSESSMENT ... 36
4.2.1 Reliability ... 38
4.2.2 Convergent validity ... 38
4.2.3 Discriminate validity ...39
4.3 STRUCTURAL MODEL ANALYSIS ... 41
CHAPTER 5 DISCUSSION AND IMPLICATIONS ... 44
5.1 RESEARCH FINDINGS ... 45
5.2 THEORETICAL IMPLICATIONS ... 47
5.3 MANAGERIAL IMPLICATIONS ... 48
5.4 LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH ... 50
REFERENCES ... 52
1、PATH DIAGRAM OF MEASUREMENT MODEL FOR CONFIRMATORY FACTOR ANALYSIS ... 64
2、 QUESTIONNAIRE .... 65
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