The increasing technology and information-based global economy demands for the potential exists for Internet banking. Financial institutions must therefore deliver ever better service quality in their online operations and products. A large number of service quality attributes can potentially affect consumer attitude towards Internet banking. The theory of bounded rationality suggests that the high decision cost entailed in the pursuit of service quality enhancement in each and every direction would be reduced if the opportunity set is rationally made smaller. A framework has been proposed under which service quality attributes are reduced to a core subset on the basis of both analytical and empirical considerations. The resulting core framework can then be applied to decision-cost-effective and empirically prioritized management in Internet banking, especially with regard to the market development.
|Number of pages||5|
|Journal||Communications of the ACM|
|Publication status||Published - 1 Apr 2008|
Scopus Subject Areas
- Computer Science(all)