The impact of online infomation system quality dimensions on overall tnternet banking service quality and custemer satifaction in Vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School Of Business NGUYỄN THỊ HẠNH DUNG THE IMPACT OF ONLINE INFORMATION SYSTEM QUALITY DIMENSIONS ON OVERALL INTERNET BANKING SERVICE QUALITY AND CUSTOMER SATISFACTION IN VIETNAM MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School Of Business NGUYỄN THỊ HẠNH DUNG THE IMPACT OF ONLINE INFORMATION SYSTEM QUALITY DIMENSIONS ON OVERALL INTERNET BANKING SERVICE QUALITY AND CUSTOMER SATISFACTION IN VIETNAM MASTER OF BUSINESS (Honours) Supervisor Dr Nguyễn Thị Nguyệt Quế Ho Chi Minh City – Year 2014 ABSTRACT The development of scientific technology, especially the development of the information technology have a strong impact on all aspects of life, economic - social, change awareness and method of manufacturing business many areas, many different economic sectors And banking is the sector which activate primarily base on modern information technology is influenced strongly Nowadays, developing internet banking services is the inevitable trend in Vietnam Because Internet banking brings the great benefits for customers and the economy, due to its utility, convenience, promptitude, accurate and secure The banks enhance expressly quality of internet banking service to satisfy the customer aim to higher profit The success of a internet banking service depend on three dimensions : product, service quality, technology There are many studies research about the factors impact on internet banking service quality and how to develope them to satisfy the customer 's demands but in Vietnam very few stuies mentioned to the quality of information technology while internet banking service quality depends primarily on information technology system The customer will not satisfy with internet banking service quality if the information technology system don’t operate well and trouble happen frequently Based on that, the study was conducted to research "The impact of online information system quality dimensions on overall internet banking service quality and customer satisfaction in Vietnam” The study was conducted by exploratory factor analysis (EFA) method and multiple linear regression (MLR) for measuring model The survey questionnaires were transfer to a sample of 250 consumers who has used internet banking services in Vietnam The result revealed that six dimensions of online Information system quality including Aesthetic, Timeliness, Contents, Ease of use, Security, Accuracy are important dimensions impact on customer satisfaction in using Internet banking and Accuracy is the most important dimensions Based on the results of research, the author hopes that the bank managers realized the big influence of information system quality on internet banking service quality to carry out effective solutions to develop service in Vietnam internet banking TABLE OF CONTENTS ABSTRACT LIST OF FIGURES CHAPTER I: INTRODUCTION 1.1 Research background 1.2 Problem statement 1.3 Research objectives 10 1.4 Significance of the research 10 1.5 Research scope and methodology 11 1.5.1 Research scope 11 1.5.2 Research methodology 11 1.6 Thesis structure 12 CHAPTER 2: LITERATURE REVIEW and THEORETICAL MODEL 14 2.1 Online information system quality 14 2.1.1 Definition of online information system quality 14 2.1.2 Dimensions of online information system quality 14 2.2 Overall internet banking service quality 15 2.2.1Servicequalityconcept 16 2.2.2Overall internet banking service quality concept 17 2.2.3Impact ofonline information system quality dimensions onoverall internet banking service quality 20 2.3 Customer Satisfaction 24 2.3.1 Customer satisfaction definition 24 2.3.2Customer satisfaction in internet banking context 25 2.3.3 Impact of overall internet banking service quality on customer satisfaction in E-banking context 26 2.4 Theoretical model and hypothesis 28 Summary: 28 CHAPTER 3: RESEARCH METHODOLOGY 29 3.1 Research Process 29 3.2 Measurement Scales 30 3.2.1 Measurement of online information systems quality dimensions 30 3.2.2 Measurement of overall internet banking service quality: 33 3.2.3 Measurementof customersatisfaction 33 3.3 Questionaire design 34 3.4 Pilot study 35 3.5 Main survey 35 3.5.1Data collection method 35 3.5.2Sampling method 35 3.5.3Sample size 36 3.6 Data analysis techniques 37 3.6.1 Testing of reliability 37 3.6.2 Exploratory factor analysis (EFA) 38 3.6.3Multiple regression analysis 38 CHAPTER 4: ANALYSIS RESULT 40 4.1 Sample description 40 4.2 Testing reliability of measurement scales 41 4.3 Exploratory factor analysis 42 4.3.1 Testing measurement scales of online information system quality 42 4.3.2 Testing measurement scales of overall internetbanking service quality 46 4.3.3 Testing measurement scales of Customer Satisfaction 48 4.4 Testing correlations between all constructs 49 4.5 Testing research model and hypothesis 49 4.5.1The relationship between online information system quality dimensions and overall internetbanking service quality 49 4.5.2 The relationship between Overall internet banking service quality and Customer Satisfaction 52 4.6 Discussions of research findings 54 CHAPTER 5: CONCLUSION AND IMPLICATIONS 56 5.1 Conclusions 56 5.2 Managerial implications 56 5.3 Limitations and Recommendation for further research 58 REFERENCE 60 APPENDIX 69 LISTOFTABLES Table 3.1: Measurementof aesthetics Table 3.2:Measurementof timeliness Table 3.3: Measurementof the content Table 3.4:Measurementof ease of use Table 3.5:Measurementof security Table 3.6: Measurementof accuracy Table 3.7: Measurement of overall internet banking service quality Table 3.8: Measurement of customersatisfaction Table 3.9: The sample size Table 3.10: Cronbach’s alpha reliability coefficient Table 4.1: Demographic Characteristics of the Study Table 4.2: KMO and Bartlett's Test Table 4.3: KMO and Bartlett’s Test Table 4.4: Rotated Component Matrixa Table 4.5: KMO and Bartlett’s Test Table 4.6: Rotated Comonent Matrix Table 4.7: KMO and Bartlett’s Test Table 4.8: Total Variance Explained Table 4.9: Component Matrixa Table 4.10: KMO and Bartlett's Test and Component Matrix Table 4.11:ANOVAb Table 4.12:Model Summaryb Table 4.13: Coefficientsa Table 4.14:Model Summaryb Table 4.15:ANOVAb Table 4.16:Coefficientsa LIST OF FIGURES Figure1:Themodelof research Figure2:Themodelof researchprocess CHAPTER I: INTRODUCTION In this chapter, the problems are discussed such as introducing the role and importance of internet banking in the banking industry; internet banking ‘s situation in VietNam; research objectives, scope and methodology Many researchers have discussed about internet banking but most of them has not focused on online information system quality dimensions that affect customer satisfaction in internet banking And the cause the thesis was chosen 1.1 Research background Internet banking could be conceptualized within the context of electronic banking Internet banking is the situation where “customers can access their bank account via the Internet using a PC or mobile phone and web-browser” (V.A Zeithaml et al.,2002, p.2) Currently, Internet banking relies on the Internet environment, service is provided entirely through the network environment and there is combining commercial banking system and traditional electronic goods, such as the distribution of products and services on the old new distribution channels In recent years, Internet banking has grown worldwide with fast speed This service is also considered as retail distribution channels and it is the most successful banking services in terms of growth rate of number of customers Internet banking allows customers to use the service through the bank’s website anytime, anywhere, quickly, conveniently at a lower cost than other traditional services of banks (White and Nteli, 2004) Internet banking enables customers to save time, take control of their personal finances and even help the environment by opting to receive electronic statements Customer can access accounts and general information on bank products and services through a personal computer or other intelligent device Internet banking products and services can include detailed account information for corporate customers as well as account summary and transfer money Internet Banking helps banks save up human resources by multiple steps have been automated but still ensure for provide high quality services to a large number of their customers And so, not the profits of the bank increased but more importantly, their reputation has been enhanced.For the banks, internet banking also allows them to reduce operating costs, reduce dependence on the expansion of the branch network, expanding business sector, support the strengthening relationship with customers (Shih and Fang, 2004).Through Internet Banking, communication and transactions between banks and customers has also been speeded up Moreover, intense pressure of uncertain economic outlook, a growing threat from new entrants foster each banks to differentiate themselves to compete with both local and foreign banks Therefore, the decision to provide Internet Banking is currently perceived as vital for customer retention and maintaining competitive advantage (DeYoung and Duffy, 2002) According to Gartner Group report, the growth rate of online banking services in the U.S is very high, from ten million users in 1999 to thirty -five million users in 2003 According to the report of the organization, online banking services are also used similar popularity in the U.S., in 2009, approximately 30-40 % of the UK population currently use this service In Brazil, there are about 18.1 million users of online banking services in 2004 It is compared with 8.3 million users in 2002, including 16.2 million user accounts are individual subscribers Here, these financial sites are always be the sites traffic and most used, with the figure of 50 % of the total 13.5 million Internets account login regularly (Vichuda and Serap Ekin, 2001) Moreover, if the only consideration in 2004, the Bank of Brazil has invested about 2.1 billion dollars in the technology sector (Febraban, 2004), including the development of online banking services and a number of other areas Starting in 1994, internet banking in Vietnam was built on the foundation of information technology and banking technology at a low level, only allowing customers to access to get information and makesimple payments In just a short time, the level of information technology in our country has made significant improvement, it leads to the rapid development of the industries applied the information technology such as banking sector.In recent years,internetbanking services is growing more aggressive and having strong shifts However, internet banking in Vietnam is only in the early stages of development and was monotonous, meager and not attract many customers Non-cash payment in Vietnam is still low, the proportion of cash used in bank circulation / total means of payment is ranged between 24-25% This rate is much higher than other countries in the region such as Thailand (6.3%), China (9.7%) Psychology preferred cash in using VND, foreign currencies and the understanding of banking services by Vietnamese are low is one of the reasons for extending banking services difficultly Time to fix the error transactions which happen quickly 10 Time to log in internet banking is short 11 Time to get result of transaction is short III Contents 12 Website show all information about services of internet banking clearly and easy to understand 13 You can interrogate all your personal information and transaction information on website 14 Functions of website satisfied almosts your needs 15 New services of internet banking were updated on website regularly IV Ease of Use 16 You can use services of internet banking by many ways such as: 5 5 website or on mobile phone 17 It’s easy step to log in to internet banking website 18 It’s simple to be supplied internet banking services by the banks 19 It’s easy to identifyand track utilities of internet banking services V Security 20 You feel trust when transaction via internet banking 21 The internet banking services which you have beeing using, supplied many layers of security when you handling a financial transaction 22 Your pesonal information and financial information are highly secured when you using internet banking services VI Accuracy 23 At your using process, it’s rarely to happen problem and mistake of transmission 71 24 Your transactions are handled accurately 25 Your personnal informations and transaction informations are showed particularly and accurately VII Overall internet banking service quality 26 Quality of internet banking services is vere high 27 Nowaday, the services of internet banking satisfy your needs 28 The bank’s online supports help you avoid risks when the transaction problem happen to internet banking system VIII Satisfaction 29 You are satisfied with internet banking services which you using 30 You prefer to use internet banking services to use direct transactions at the bank 31 You are going to use internet banking services in the future 72 5 Appendix No Name AES1 AES2 AES3 TIM1 TIM2 Time to log in internet banking is short Scale TIM3 Time to get result of transaction is short Scale CON1 Website show all information about services of internet banking clearly and easy to understand Scale CON2 You can interrogate all your personal information and transaction information on website Scale CON3 Functions of website satisfied almosts your needs Scale 10 CON4 New services of internet banking were updated on website regularly Scale Label Measure Website was designed to help you identify almost internet banking services Website’s interface is spectacular, attractive Simple designment of website help you make transactions quickly Time to fix the error transactions which happen quickly Scale Scale Scale Scale You can use services of internet banking 11 USE1 by many ways such as: website or on Scale mobile phone 12 USE2 It’s easy step to log in to internet banking website Scale 13 USE3 It’s simple to be supplied internet banking services by the banks Scale 73 14 USE4 It’s easy to identifyand track utilities of internet banking services Scale 15 SEC1 You feel trust when transaction via internet banking Scale SEC2 The internet banking services which you have beeing using, supplied many layers of security when you handling a financial transaction Scale SEC3 Your pesonal information and financial information are highly secured when you using internet banking services Scale 18 ACC1 At your using process, it’s rarely to happen problem and mistake of transmission Scale 19 ACC2 16 17 Your transactions are handled accurately Scale 20 ACC3 Your personnal informations and transaction informations are showed particularly and accurately 21 IBQ1 Quality of internet banking services is vere Scale high 22 IBQ2 Nowaday, the services of internet banking satisfy your needs 23 IBQ3 The bank’s online supports help you avoid risks when the transaction problem happen Scale to internet banking system 24 SAT1 You are satisfied with internet banking services which you using 25 SAT2 You prefer to use internet banking services Scale to use direct transactions at the bank 26 SAT3 You are going to use internet banking services in the future Scale 27 AES Aesthetics Sum of AES1, AES2 and AES3 74 Scale Scale Scale 28 TIM Timeliness Sum of TIM1, TIM2 and TIM3 29 CON Contents 30 USE Ease of use 31 SEC Security Sum of SEC1, SEC2 and SEC3 32 ACC Accuracy Sum of ACC1, ACC2 and ACC3 33 IBQ Overall internet banking service quality Sum of IBQ1, IBQ2 and IBQ3 34 SAT Satisfaction Sum of SAT1, SAT2 and SAT3 Sum of CON1, CON2, CON3 and CON4 Sum of USE1, USE2, USE3 and USE4 75 Appendix Cronbach's Alpha Measures of Variables in the Study Variables Scale Mean if Scale Variance Corrected Cronbach's Item Deleted Aestheti: Alpha = 0.786 AES1 7.4734 if Item Deleted Item-Total Alpha if Item 1.474 495 878 AES2 7.4783 1.561 745 608 AES3 7.4734 1.454 682 650 Timeliness: Alpha = 0.885 TIM1 7.5121 1.513 793 822 TIM2 7.3575 1.629 724 881 TIM3 7.4396 1.451 813 802 Contents: Alpha = 0.739 CON1 10.4976 4.436 622 634 CON2 10.5459 4.103 669 600 CON3 10.6329 4.903 251 860 CON4 10.4396 4.150 689 593 Ease of use: Alpha = 0.857 USE1 11.5459 5.744 732 807 USE2 11.6377 5.572 823 764 USE3 11.7343 7.914 508 888 USE4 11.5604 5.937 770 789 Security: Alpha = 0.852 SEC1 7.5797 1.585 832 684 SEC2 7.6522 1.781 664 851 SEC3 7.6570 1.896 682 831 Accuracy: Alpha = 0.823 ACC1 7.8792 2.660 671 771 ACC2 7.8986 3.082 664 772 ACC3 7.6812 2.985 711 727 Overall internet banking service quality: Alpha = 0.710 IBQ1 7.3816 1.383 532 76 628 IBQ2 7.5797 1.750 528 626 IBQ3 7.4831 1.639 540 607 Customer Satisfaction: Alpha = 0.764 SAT1 7.5024 1.698 581 707 SAT2 7.5459 2.006 624 664 SAT3 7.4348 1.810 596 682 77 Appendix Total Variance Explained Extraction Initial Eigenvalues Sums of Squared Loadings Comp % of Cumulative onent Total Variance % Total Variance % 6.578 34.621 34.621 6.578 34.621 34.621 2.087 10.982 45.603 2.087 10.982 45.603 1.943 10.228 55.831 1.943 10.228 55.831 1.692 8.907 64.738 1.692 8.907 64.738 1.208 6.357 71.095 1.208 6.357 71.095 1.151 6.060 77.154 1.151 6.060 77.154 677 3.565 80.719 539 2.839 83.558 496 2.611 86.169 10 423 2.228 88.396 11 370 1.949 90.346 12 330 1.738 92.083 13 293 1.541 93.625 14 280 1.471 95.096 15 241 1.271 96.367 16 224 1.181 97.547 17 174 915 98.463 18 152 802 99.265 19 140 735 100.000 Extraction Method: Principal Component Analysis 78 % of Cumulative Appendix Rotated Component Matrixa Component USE2 880 109 122 USE4 835 USE1 831 128 USE3 471 308 276 AES1 436 281 120 890 178 154 162 TIM3 117 121 192 151 238 127 192 363 209 TIM1 128 872 133 TIM2 161 808 138 159 900 144 822 188 SEC1 SEC3 111 SEC2 192 207 CON4 115 CON2 192 ACC2 198 122 ACC3 263 112 ACC1 188 AES2 160 150 AES3 145 205 209 146 136 802 116 CON1 107 434 880 134 871 851 105 141 185 107 113 813 813 127 773 224 139 897 118 874 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 79 Appendix Total Variance Explained Extraction Initial Eigenvalues Sums of Squared Loadings Comp % of Cumulative onent Total Variance % Total Variance e% 6.167 34.261 34.261 6.167 34.261 34.261 2.085 11.584 45.845 2.085 11.584 45.845 1.931 10.727 56.572 1.931 10.727 56.572 1.662 9.232 65.804 1.662 9.232 65.804 1.205 6.694 72.498 1.205 6.694 72.498 1.147 6.375 78.872 1.147 6.375 78.872 580 3.224 82.096 507 2.814 84.910 444 2.467 87.377 10 375 2.086 89.463 11 330 1.835 91.298 12 295 1.639 92.937 13 292 1.623 94.560 14 248 1.376 95.935 15 225 1.248 97.184 16 189 1.051 98.235 17 174 966 99.201 18 144 799 100.000 Extraction Method: Principal Component Analysis 80 % of Cumulativ Appendix Total Variance Explained Extraction Com Initial Eigenvalues pone % Sums of Squared Loadings of Cumulative % of Cumulative nt Total Variance % Total Variance % 5.746 33.799 33.799 5.746 33.799 33.799 2.070 12.176 45.974 2.070 12.176 45.974 1.922 11.307 57.281 1.922 11.307 57.281 1.653 9.721 67.002 1.653 9.721 67.002 1.178 6.932 73.934 1.178 6.932 73.934 1.135 6.678 80.613 1.135 6.678 80.613 511 3.008 83.621 447 2.628 86.248 376 2.209 88.457 10 334 1.965 90.422 11 324 1.908 92.329 12 294 1.730 94.060 13 262 1.539 95.599 14 225 1.325 96.924 15 190 1.117 98.041 16 174 1.024 99.065 17 159 935 100.000 Extraction Method: Principal Component Analysis 81 Appendix Correlations IBQ IBQ Pearson Correlation Sig (2-tailed) N 207 SAT 000 N 207 TIM CON SEC ACC AES 755** 543** 482** 384** 495** 565** 457** 000 000 000 000 000 000 000 207 207 207 207 207 207 207 SAT Pearson Correlation 755** Sig (2-tailed) USE 207 452** 396** 271** 410** 663** 431** 000 000 000 000 000 000 207 207 207 207 207 207 USE Pearson Correlation 543** 452** Sig (2-tailed) 000 000 N 207 207 274** 237** 315** 500** 351** 207 000 001 000 000 000 207 207 207 207 207 TIM Pearson Correlation 482** 396** 274** Sig (2-tailed) 000 000 000 N 207 207 207 207 195** 373** 294** 396** 005 000 000 000 207 207 207 207 CO Pearson Correlation 384** 271** 237** 195** 195** 269** 202** N 005 000 003 207 207 207 Sig (2-tailed) 000 000 001 005 N 207 207 207 207 207 SEC Pearson Correlation 495** 410** 315** 373** 195** Sig (2-tailed) 000 000 000 000 005 N 207 207 207 207 207 207 345** 222** 000 001 207 207 ACC Pearson Correlation 565** 663** 500** 294** 269** 345** Sig (2-tailed) 000 000 000 000 000 000 N 207 207 207 207 207 207 343** 000 207 207 AES Pearson Correlation 457** 431** 351** 396** 202** 222** 343** Sig (2-tailed) 000 000 000 000 003 001 000 N 207 207 207 207 207 207 207 82 207 Correlations IBQ IBQ Pearson Correlation Sig (2-tailed) N 207 SAT 000 N 207 TIM CON SEC ACC AES 755** 543** 482** 384** 495** 565** 457** 000 000 000 000 000 000 000 207 207 207 207 207 207 207 SAT Pearson Correlation 755** Sig (2-tailed) USE 207 452** 396** 271** 410** 663** 431** 000 000 000 000 000 000 207 207 207 207 207 207 USE Pearson Correlation 543** 452** Sig (2-tailed) 000 000 N 207 207 274** 237** 315** 500** 351** 207 000 001 000 000 000 207 207 207 207 207 TIM Pearson Correlation 482** 396** 274** Sig (2-tailed) 000 000 000 N 207 207 207 207 195** 373** 294** 396** 005 000 000 000 207 207 207 207 CO Pearson Correlation 384** 271** 237** 195** 195** 269** 202** N 005 000 003 207 207 207 Sig (2-tailed) 000 000 001 005 N 207 207 207 207 207 SEC Pearson Correlation 495** 410** 315** 373** 195** Sig (2-tailed) 000 000 000 000 005 N 207 207 207 207 207 207 345** 222** 000 001 207 207 ACC Pearson Correlation 565** 663** 500** 294** 269** 345** Sig (2-tailed) 000 000 000 000 000 000 N 207 207 207 207 207 207 343** 000 207 207 AES Pearson Correlation 457** 431** 351** 396** 202** 222** 343** Sig (2-tailed) 000 000 000 000 003 001 000 N 207 207 207 207 207 207 207 ** Correlation is significant at the 0.01 level (2tailed) 83 207 Appendix Histogram Scatter Diagrams 84 Appendix 10 Histogram Scatter Diagrams 85