Customer's loyalty and perception of ISO 9001 in online banking

Customer’s loyalty andperception of ISO 9001

in online bankingLuc Honore Petnji Yaya

Departament d’Organitzacio, Gestio Empresarial i Desenvolupament deProducte, University of Girona, Girona, Spain

Frederic MarimonFaculty of Economics and Social Sciences, Universitat International de

Catalunya, Barcelona, Spain, and

Marti CasadesusDepartament d’Organitzacio, Gestio Empresarial i Desenvolupament de

Producte, University of Girona, Girona, Spain

Abstract

Purpose – The purpose of this paper is to investigate whether ISO 9001 certification by banks affectscustomers’ perceptions of e-service quality (and hence customer satisfaction and loyalty) in onlinebanking services. In pursuit of this objective, the study also investigates: the validity of a modified scalefor measuring e-service quality in online banking services; and the factors that might influence customersatisfaction and loyalty in the context of online banking services (and the possible mediating/moderatingeffects of customer satisfaction on the relationship between service quality and customer loyalty).

Design/methodology/approach – An online survey is conducted among 428 customers of onlinebanking services in Spain. Exploratory factor analyses, multi-regression analyses, andMann-Whithney U-tests are utilised to assess the proposed modification of the E-S-QUAL scale; therelationships among the constructs of service quality, satisfaction, and loyalty; and whether ISO 9001certification affects customers’ perceptions of e-service quality (and hence satisfaction and loyalty).

Findings – Three of the four dimensions of the modified E-S-QUAL scale are confirmed, and all havea positive impact on customer satisfaction, which, in turn, significantly influences e-loyalty. Themediating/moderating role of satisfaction on the relationship between service quality and loyalty isconfirmed. Contrary to the research hypothesis, ISO 9001 certification does not seem to influencecustomers’ perceptions of e-service quality.

Practical implications – Managers should consider ISO 9001 certification, even if only for theinternal benefits that it promises to provide. Managers must ensure superior e-service quality(especially with regard to “efficiency”) if they wish to promote customer satisfaction and loyalty.

Originality/value – This paper is one of the first to investigate the impact of ISO 9001 certificationon customers’ perceptions of e-service quality. However, the study is limited to a particular sector in aparticular country.

Keywords Spain, Online banking, Electronic customer loyalty, Electronic customer satisfaction,Electronic service quality, E-S-QUAL, ISO 9001 series

Paper type Research paper

The current issue and full text archive of this journal is available at

www.emeraldinsight.com/0263-5577.htm

This article was written as part of a research project entitled “Impact of management standardson customer satisfaction” (2009 PBR 00056) financed by the Agencia de Gestio d’AjutsUniversitaris i de Recerca (AGAUR) of the Catalan Government through the Baptista RocaProgram for Research.

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Received 7 January 2011Revised 18 May 2011Accepted 23 May 2011

Industrial Management & DataSystemsVol. 111 No. 8, 2011pp. 1194-1213q Emerald Group Publishing Limited0263-5577DOI 10.1108/02635571111170767

1. IntroductionOnline customers are expensive to attract and difficult to retain because it is relativelyeasy for customers to switch their online providers (Srinivasan et al., 2002; Reichheldand Schefter, 2000). This is a significant problem for online providers because loyalcustomers are known to buy more, spend more, and act as enthusiastic advocates fortheir chosen providers (Harris and Goode, 2004). In the increasingly competitive worldof e-commerce, it is therefore extremely important that providers know how to improveloyalty and repeat purchasing among their customers (Buttle and Burton, 2002;Srinivasan et al., 2002; Parasuraman et al., 2005; Kim et al., 2006).

In this regard, many providers are aware of the links between perceived servicequality and customer satisfaction, which, in turn, is generally accepted as a keydeterminant of customer loyalty (Parasuraman et al., 1988, 2005; Cristobal et al., 2007;Fuentes-Blasco et al., 2010; Harris and Harrington, 2000; Boshoff, 2007; Marimon et al.,2010). However, these links might not be quite as straightforward as they seem.Although the relationship between satisfaction and loyalty seems almost intuitive,research has shown that the relationship varies significantly under differentconditions (Anderson and Srinivasan, 2003). Moreover, the so-called “chain models” –which link service quality to loyalty (with perceived value and satisfaction asmediators/moderators) – have not been confirmed in all online services (Harris andGoode, 2004). Finally, recent research indicates that perceived service quality in thecontext of online services is a more complex construct than was previously believed to bethe case (Fuentes-Blasco et al., 2010). For these reasons, there is some uncertaintyregarding the exact nature of the drivers of online loyalty (e-loyalty).

Faced with this situation, some e-retailers have considered whether adoption ofquality standards, such as ISO 9001, would be beneficial in terms of improving servicequality (and hence customer satisfaction and loyalty). The literature on traditional(non-online) service providers generally supports the notion that the implementation ofsuch standardised quality-assurance systems is beneficial for organisationalmanagement (Lima et al., 2000; Ruzevicius et al., 2004; Boiral and Roy, 2007), butsome studies have claimed that the benefits are confined to marketing, rather thanproducing real organisational improvements (Casadesus et al., 2001; Karapetrovic et al.,2010). Moreover, virtually all of the studies on the impact of ISO 9001 have adopted theperspective of the organisation (rather than that of the customer), and none appear tohave investigated the impact of the ISO 9001 standard in the context of e-commerce.

Against this background, the present study examines e-loyalty and its antecedentswith the following objectives:

(1) to investigate the validity of a modified scale for measuring e-service quality inonline banking services;

(2) to investigate the factors that influence customer satisfaction and loyalty in thecontext of online banking services, and the possible mediating/moderatingeffects of customer satisfaction on the relationship between service quality andcustomer loyalty; and

(3) to examine whether the implementation of ISO 9001 (with a specific focus oncustomers) influences customers’ perceptions of e-service quality (and hencecustomer satisfaction and customer loyalty) in online banking services.

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The remainder of this paper is structured as follows. After this introduction, Section 2presents a review of the relevant literature, the conceptual framework, and the researchhypotheses. In Section 3, the methodology of the empirical study is described. Theresults are presented in Section 4. The paper ends with a summary of the majorconclusions and implications.

2. Conceptual framework and research hypotheses2.1 Customer loyaltyLoyalty has been conceptualised and defined in various ways. One approach hasbeen to conceptualise loyalty in behavioural terms. Adopting this approach, Buttle andBurton (2002) defined a loyal customer as, simply, “[. . .] a customer who continues tobuy”. In a similar vein, Oliver (1999) defined customer loyalty as:

[. . .] a deeply held commitment to re-buy or re-patronize a preferred product/serviceconsistently in the future, thereby causing repetitive same-brand or same brand-setpurchasing, despite situational influences and marketing efforts having the potential to causeswitching behaviour.

A somewhat different approach to customer loyalty contends that affective feelingsare important to any understanding of the concept. According to this view, loyaltyinvolves attitudes, psychological involvement, notions of favouritism, and a sense ofgoodwill towards a particular product or service (Kim et al., 2006).

Taken together, it would seem that loyalty is best understood by considering bothbehavioural loyalty and attitudinal loyalty.

Loyal customers are less likely to be price sensitive and they also tend torecommend the business to others (Reichheld and Schefter, 2000). Moreover, loyalcustomers make further purchases and generate positive word of mouth, which hasbeen shown to be a powerful influence on the behaviour of others.

As a consequence, several authors have emphasised the importance ofenhancing loyalty among internet consumers (Parasuraman et al., 2005; Boshoff,2007; Fuentes-Blasco et al., 2010; Marimon et al., 2010; Meng, 2010). It is self-evidentthat an understanding of the antecedents of e-loyalty is likely to enhance businessperformance. These antecedents are discussed below.

2.2 Customer satisfactionCustomer satisfaction (or dissatisfaction) has been described by Kotler (2003) as aperson’s feeling of pleasure (or disappointment) as a result of comparing a product’sperceived performance with his or her prior expectations of its performance. Customersatisfaction is therefore more likely to be achieved if providers understand theircustomers’ needs and make every effort to meet those needs (Harris and Harrington,2000).

Customer satisfaction plays a vital role in marketing because it encouragesrepeat sales, stimulates positive word-of-mouth recommendations, and builds brandloyalty (Goode et al., 1996). Higher levels of customer satisfaction have been shown toreduce customers’ perceptions of the potential benefits of alternative suppliers, andthus enhance repurchase intentions with the present supplier. Moreover, customersatisfaction leads to greater trust which, in turn, enhances customer loyalty,willingness to pay more, and cross-buying.

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In the online environment, it has been reported that perceived e-service quality ispositively associated with customer satisfaction, trust, and loyalty (Ribbink et al.,2004). In a similar vein, Cristobal et al. (2007) found that satisfaction with electronicenvironments (in general) drives traffic to web sites and encourages repeated use ofsuch sites.

Although the precise nature of the interaction between customer satisfaction andloyalty is notoriously elusive, several studies indicate that a consensus is emergingthat customer satisfaction is a key determinant of customer loyalty (Bloemer et al.,1999; Al-Hawari and Ward, 2006). This has been confirmed in the online environment,where Cristobal et al. (2007) confirmed a direct link between satisfaction and loyalty inseveral kinds of e-services.

2.3 Measuring service qualityVarious instruments have been developed to measure service quality in differentservice industries. Most of these instruments have been based on the well-knownSERVQUAL instrument which, despite some criticisms, has been shown to be a veryuseful benchmarking, diagnostic, and prescriptive tool (Cristobal et al., 2007; Ladhari,2010). However, with the development of e-commerce, SERVQUAL has been subjectedto more stringent critiques regarding its applicability for evaluating e-service quality.

According to Parasuraman et al. (2005), e-service quality can be defined as theextent to which the delivered service matches the customer’s prior expectations.Alternatively, Santos (2003) suggested that e-service quality can be understoodas the customer’s overall assessment of service delivery in the virtual marketplace. Tomeasure this construct, a specific measuring instrument known as “E-S-QUAL” wasdeveloped by Parasuraman et al. (2005). Since its publication, this instrument hasreceived considerable attention in the research literature and has been shown todemonstrate good psychometric properties as a means of evaluating e-service quality(Boshoff, 2007; Fuentes-Blasco et al., 2010; Marimon et al., 2010; Meng, 2010).

In subsequent developments, Boshoff (2007) extended the original E-S-QUALinstrument to six dimensions (rather than the original four), and demonstratedimportant relationships between the dimensions of e-service quality and the constructsof perceived value and loyalty. Marimon et al. (2010) expanded Boshoff’s (2007) modelby adding a new dimension into measure e-service quality in an online supermarket inSpain; these authors also analysed the relationship between loyalty and purchasing.Meng (2010) applied the scale in the African American and Chinese cultural settings,thus demonstrating that the instrument can be generalised to different cultures. Morerecently, Fuentes-Blasco et al. (2010) used adapted items from the E-S-QUAL scale tomeasure e-service quality and to confirm the chain of links from e-service quality toperceived value to e-loyalty.

Because the E-S-QUAL instrument is fairly recent, debate about its usefulnesscan be expected among academics and practitioners. However, several authors(Parasuraman et al., 2005; Boshoff, 2007; Akinci et al., 2010; Fuentes-Blasco et al., 2010;Marimon et al., 2010) have confirmed that, in general, E-S-QUAL is a useful instrumentfor evaluating e-service quality in a variety of situations.

Another stream of scholars have scrutinised e-service quality in the specific contextof e-banking. Indeed, Kim et al. (2006) developed an index to measure online customersatisfaction to help banks to assess their e-service quality. Akinci et al. (2010) assessed


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the e-service quality offered by 13 banks in Turkey, thereby providing a refined andmore stable version of the E-S-QUAL scale for use by internet banks; these authors alsofound that e-service quality has a strong direct relationship with overall perceived value.

2.4 ISO 9001ISO 9001 is a quality-management system that belongs to the ISO 9000family of standards. As a generic management system, ISO 9001 can be applied toany organisation that wishes to implement a quality-management system with the goalof enhancing quality assurance. The objectives of ISO 9001 as quoted in the presentrelease (2008) are:

[. . .] This International Standard specifies requirements for a quality management systemwhere an organization:a) needs to demonstrate its ability to consistently provide product that meets customer andapplicable regulatory requirements, andb) aims to enhance customer satisfaction through the effective application of the system,including processes for continual improvement (ISO, 2008).

ISO 9001 has proved to be very popular, with more than a million certifications in178 countries world wide (ISO survey, 2009). However, the popularity of ISO 9001 hasmeant that the standard no longer appears to provide the external benefit of acompetitive advantage – because so many of the competitors in any given industry arealready ISO registered. As a consequence, many companies are now looking fortangible internal benefits from the ISO 9001 standards (Casadesus and Karapetrovic,2003; Karapetrovic et al., 2010).

In this regard, it is interesting to note that Vloegeberghs and Bellens (1996) haveclaimed that the most important benefits of ISO 9001 certification are internal. Theseinclude:

. improved awareness of the importance of quality;

. identification of the problems of the company; and

. improvement in product quality.

In contrast, Quazi and Padibjo (1998) insisted that the most important benefits areexternal:

. increased satisfaction of customers’ requirements; and

. improvement in product quality and market competitiveness.

This difference in opinion arises because the benefits of ISO 9001 certification are, ingeneral, difficult to measure (Karapetrovic et al., 2010). It is not easy to ascertain whetherISO 9001 has been directly responsible for a rise in productivity or an increase marketshare ( Jones et al., 1997). Indeed, following a review of the literature on this issue,Rusjan and Alic (2010) stated that some studies have concluded that there is definitely asignificant relationship between the implementation of a quality-management systemand a company’s performance, whereas other researchers concluded that thisrelationship is either weak or even non-existent. Nevertheless, several studies havesuggested that the relationship between quality management and business performanceis different for manufacturing organisations and service organisations (Anderson et al.,1997; Johnson and Nilsson, 2003; Ronnback and Witell, 2008). This is because the notion

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of “quality management” has different connotations in manufacturing and services.However, no references have been found on the literature related specifically toe-services, objective of this paper.

Focusing on the benefits, growing body of literature ascertained that there is positiverelation between ISO 9001 standard implementation and loyalty (Vloegeberghs andBellens, 1996; Leung et al., 1999; Mathews, 2005; Van der Wiele et al., 2005; Kumar andAntony, 2008), as well as specific service quality and loyalty (Saura et al., 2008; Tai,2011). Conclusions of these studies confirm, in general, the existence of an importantrelation between both aspects on the traditional business; although if anything indicatesthat e-services can be different there are no evidences of it.

Additionally, the literature focused on e-services includes many references to therelationship between e-quality and e-loyalty (Boyer and Hult, 2005; Yen and Lu, 2008;Fuentes-Blasco et al., 2010), concluding in general that the relation is clearly positive;although there are no evidences of the impact of quality-management standards(for example ISO 9001, ISO 9004, ISO 10002, etc.) on e-quality.

However, no further analysis dealing with the impact of ISO 9001 standard one-business has been found. In fact, the question of whether ISO-9001 certificationassists business performance in the e-service context is still incipient. Indeed, it wouldseem that there have been no studies of the possible relationship between ISO 9001certification and either e-quality or e-loyalty in any online service industry.

Despite the acknowledged lack of any empirical evidence in this area, it isintuitively reasonable to suppose that ISO 9001 certification would enhance e-servicequality (as perceived by customers), and that this would lead to greater customersatisfaction and loyalty intention. A research hypothesis to this effect is formallyproposed (below).

2.5 Hypotheses and research modelThe conceptualization framework of the research model is shown in Figure 1. On thebasis of the above discussions, the following five hypotheses are proposed for thepresent study:

H1. Online service quality has a direct positive relationship with online loyalty.

H1 0. ISO 9001 has a direct positive relationship with online loyalty.

Figure 1.Research model

Service qualityEfficiencySystem availabilityPrivacy

Satisfaction

Loyalty

H2 H3

H1

H4

ISO 9001

H2'

H1'

H5

H4'


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H2. Online service quality has a direct positive relationship with onlinesatisfaction.

H2 0. ISO 9001 has a direct positive relationship with online satisfaction.

H3. Online satisfaction has a direct positive relationship with online loyalty.

H4. Online satisfaction moderates/mediates the effects of online service quality ononline loyalty.

H4 0. Online satisfaction moderates/mediates the effects of ISO 9001 on onlineloyalty.

H5. ISO 9001 has a direct positive relationship with online service quality.

Figure 1 shows the hypotheses in a conceptual model.

3. Research methodology3.1 Questionnaire and measuresTo test the above hypotheses, an empirical study was conducted with a sample ofSpanish customers of online banks. A structured questionnaire was designedspecifically for the study. The questionnaire measured the constructs as follows:

(1) The construct of “e-service quality” was measured using an adapted version ofthe original E-S-QUAL scale (Parasuraman et al., 2005). In accordance withAkinci et al. (2010), three items (FUL2, FUL4, and FUL5) from the “fulfilment”dimension in the original scale were discarded because they evaluate “physicalgoods in stock or available for delivery”, which was irrelevant for onlinebanking. The modified E-S-QUAL scale therefore contained only 19 items(rather than the original 22) distributed as follows:. efficiency (eight items);. system availability (four items);. fulfilment (four items); and. privacy (three items)

These items were reworded to fit with the context of online banking, assuggested by Parasuraman et al. (1998, 2005) (the Appendix).

(2) The construct of “e-loyalty” was measured with items adopted fromParasuraman et al. (2005) with minor alterations (the Appendix).

(3) The construct of “e-satisfaction” was evaluated using four items adopted fromRibbink et al. (2004) with minor alterations (the Appendix).

All items were assessed on a five-point Likert-type scale (1 – “strongly disagree” and5 – “strongly agree”).

The questionnaire was divided into three sections. The first section contained“filter” questions to ensure that all respondents used internet banking and to ascertain(from a list of banks that was made available) which bank they used; if respondentshad more than one online bank, they were asked to report the one they used mostfrequently. Second section contained the items for measuring the constructs ofe-service quality, e-satisfaction, and e-loyalty (as detailed above and in the Appendix).

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The final section sought demographic data on respondents (gender, age, educationlevel, and annual income).

To measure ISO 9001 variables, a formal letter was sent to banks managerswith a short questionnaire to collect a wide range of information, including the scope ofISO 9001 certification, the implementation process or any other relatedquality-management standards (see summary in the Appendix).

3.2 Sampling and data collectionThe sample was derived from a database maintained by Spanish banks. Onlinebanking users were selected by choosing a random starting point and choosing every50th individual customer in succession thereafter. This technique yielded 1,600 potentialrespondents, who were invited by e-mail to participate in the survey and were directedto a specific web site containing the structured questionnaire, which they thenself-administered. The questionnaire began with a dichotomous screening question,seeking only respondents who were consumers of e-banking services.

Data collection was completed in May 2010. After rejecting some incomplete orinvalid questionnaires, 16 banks were retained and 428 valid completed questionnairesfrom Spanish customers of e-banking were retained; this latter figure represented aresponse rate of 26.75 per cent.

4. Data analysis and results4.1 Sample profileA summary of the demographic characteristics of the respondents in the study shows nogender bias was detected. Two-thirds of the respondents were aged less than 34 years.The educational level of the sample was high, with more than two-thirds of the samplehaving a university degree. A large majority (65.9 per cent) of the respondents earned anannual income of less than e24,000. Two-thirds had used e-banking in the precedingweek.

The sample was skewed towards banks without ISO 9001 certification (57.5 per cent)and 16 per cent of the sample were “others” refering to banks for which it was impossibleto identify the exact nature of any quality standard that had been implemented.

The profile of the sample was comparable to the total population of bank customersin Spain. The sample was not biased towards any bank in particular.

4.2 Assessment of e-service quality scale4.2.1 Exploratory factor analysis. Exploratory factor analysis (EFA) was conducted onthe items in the amended E-S-QUAL scale using normalised varimax as the rotationmethod (Hair et al., 1998). The Kaiser criteria of eigenvalues greater than 1 was utilisedto determine the initial number of factors to retain. The Kaiser-Meyer-Olkin (KMO)measure was 0.935. Bartlett’s sphericity test was 5,125.3 (df ¼ 171) with a significanceof 0.000. Only three dimensions, which accounted for 64.11 per cent of the variability ofthe sample, were identified. These three factors were labelled “efficiency”, “systemavailability”, and “privacy” as follows:

(1) The first factor (“efficiency”) gathered seven of the eight efficiency items. Onlyitem EFF5 (“the web site loads its pages quickly”) migrated from this factor tothe second factor.


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(2) The second factor (“system availability”) was a “new” factor. Seven itemsloaded on this factor as follows:. the original four items of “system availability” (SAV1 – 4);. two items of “fulfilment” (FUL1 and FUL2); and. one item from “efficiency” (EFF5).

(3) The third factor (“privacy”) included all three items of “privacy” (PRI1 – 3).

It should be noted that two of the original “fulfilment” items were discarded because theyloaded equally on “efficiency” and “privacy”. Therefore, with two of the “fulfilment”items having migrated to the new factor of “system availability” (see above) and anothertwo having been discarded, the original “fulfilment” dimension was removed. Thisfinding is consistent with previous studies (Fuentes-Blasco et al., 2010; Marimon et al.,2010; Boshoff, 2007). The overall result is also consistent with the empirical evidence inthe literature, which shows that e-service quality cannot be reflected in auni-dimensional or simple customer evaluation; rather, it has multiple perspectives ordimensions (Meuter et al., 2000; Zeithaml et al., 2002; Boshoff, 2007; Fuentes-Blasco et al.,2010; Marimon et al., 2010).

4.2.2 Reliability and validity of the adapted E-S-QUAL scale. Confirmatoryfactor analysis (CFA) was conducted to assess the factor structure of the modifiedE-S-QUAL scale (Table I). Cronbach’s a for the constructs ranged from 0.887(“system availability”) to 0.906 (“efficiency”), which exceeded the generally acceptedminimum level of 0.7 (Nunnally and Bernstein, 1994), thus demonstrating high internalconsistency and reliability in all dimensions.

First-order confirmatory factorial analyses utilising robustmaximum-likelihood estimation were performed using EQS software to examine theretained items in the amended E-S-QUAL scale. Comparative fit index (CFI) was 0.933and the Bentler-Bonett non-normed fit index (BBNFI) was 0.921; root mean squareerror of approximation (RMSEA) was 0.065. The Satorra-Bentler scaled x 2 was 323.63on 116 degrees of freedom. The ratio x 2/df was 2,789, and all standardised factorloadings were statistically significant (at p , 0.000). These results indicate that globalfit was acceptable (Hu and Bentler, 1999). The loads were all high (at a significancelevel of 0.05). The amended model was therefore shown to be an acceptable fit forthe data.

The validity of individual items on their corresponding factors was confirmed byload values greater than 0.707 (Carmines and Zeller, 1979), with the exception of item“EFF 5”, which was slightly lower. However, because it was so close to the threshold, itwas decided to retain this item, in accordance with the relaxed criterion suggested byBarclay et al. (1995). Content validity of multi-dimensional scales can be assumed on thebasis of the close similarity between the modified scales and the original E-S-QUALmodels of Parasuraman et al. (2005). Factor loadings of the confirmatory model werefound to be statistically significant (level of 0.05) and greater than 0.5 (Sanzo et al., 2003).

The evidence of the EFA and CFA, taken together, supported the convergentvalidity of the component dimensions of the amended scale.

In summary, the first objective of this study was realised by establishing that themodified scale derived from the generic E-S-QUAL scale was suitable for assessinge-quality in Spanish e-banking services.

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4.3 Factors influencing e-loyalty4.3.1 Evaluation of measurement model. Although the items used to measure theconstructs in this study were based on items from the extant literature, it was necessaryto check their validity in the current context by performing tests of internal consistency,convergent validity, and discriminant validity. The scales for the constructs of“satisfaction” and “loyalty” were both found to be uni-dimensional. In each case, EFA ofthe scales extracted only one factor. From the CFA, Cronbach’s a for both “satisfaction”(0.916) and “loyalty” (0.816) exceeded the recommended value of 0.7 (Nunnally andBernstein, 1994), thus demonstrating high internal consistency.

The validity of individual items within the constructs of “satisfaction” (0.842-0.926)and “loyalty” (0.765-0.890) were also confirmed. These findings, together with theCronbach’s a values of the amended E-S-QUAL dimensions (Table I), thus providedevidence of acceptable internal consistency for all three constructs (e-satisfaction,e-loyalty, and e-service quality).

CFA loadings EFAa loadingsFactors Loadings t-valueb Efficiency System availability Privacy

Efficiency (a ¼ 0.906)EFF1 0.815 21.820 0.783EFF2 0.812 22.656 0.773EFF3 0.715 22.472 0.603EFF4 0.830 18.089 0.778EFF6 0.813 22.686 0.749EFF7 0.757 27.057 0.610EFF8 0.866 19.930 0.809System availability (a ¼ 0.887)SAV1 0.739 22.240 0.749SAV2 0.861 22.415 0.788SAV3 0.804 18.798 0.823SAV4 0.779 21.093 0.644FUL1 0.745 29.497 0.558FUL2 0.816 27.710 0.645EFF5 0.681 19.204 0.555Privacy (a ¼ 0.890)PRI1 0.887 27.331 0.834PRI2 0.909 27.228 0.857PRI3 0.920 30.147 0.845Goodness-of-fit statisticsx 2 323.63df 116CFI 0.933BBNFI 0.921RMSEA 0.065

Notes: aTotal variance extracted by the three factors equal 64.11 per cent; rotation: varimaxnormalized; the Kaiser-Meyer-Olkin (KMO) measure ¼ 0.935; Bartlett’s sphericity test ¼ 5,125.3;df ¼ 171 with a significance of p , 0.001; ball t-value are significant at p , 0.001; CFA – confirmatoryfactor analysis; EFA – exploratory factor analysis; CFI – comparative fit index; BBNFI – Bentley-Bonnet non-normed fit index; RMSEA – root mean square error of approximation

Table I.Measurement items for

the modified E-S-QUALconstructs


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The average variance extracted (AVE) for every scale was greater thanthe recommended value of 0.5 (Fornell and Larcker, 1981), thus authenticating theconvergent validity of the scales. In addition, the modified E-S-QUAL dimensions hadconsistently strong positive correlations with satisfaction (0.657-0.723) and loyalty(0.493-0.601). The square root of the AVE was greater than the correlations presentedby each construct with other constructs (Fornell and Larcker, 1981). Taken together, allof this evidence supported the discriminant validity of the items as measures of theirrespective underlying constructs.

4.3.2 Testing of H1-H4. Multi-regression analyses were performed to examine theassociations among the constructs. The results are reported in Table II. Four controlvariables were included in the analysis: gender, age, education, and annual income.

H1 (Figure 1) had proposed that e-service quality has a direct positive effect one-loyalty (independent of e-satisfaction). As shown in Table II, a large proportion of thevariation in e-loyalty (43 per cent) was accounted for by service quality, whichindicates that e-service quality was significantly related to e-loyalty. All threedimensions of e-service quality had positive and statistically significant direct effectson loyalty. The dimension of “efficiency” had the strongest effect (standard b ¼ 0.397,p , 0.001), followed by “privacy” (standard b ¼ 0.223, p , 0.001), and “systemavailability” (standard b ¼ 0.136, p , 0.05).

H2 (Figure 1) proposed that e-service quality had a direct effect on e-satisfaction.As shown in Table II, all three dimensions of e-service quality were positively andsignificantly related to e-satisfaction, with 67.4 per cent of total variance explained.The dimension of “efficiency” again had the greatest effect (standard b ¼ 0.396,p , 0.001), followed by “privacy” (standard b ¼ 0.335, p , 0.001), and “systemavailability” (standard b ¼ 0.241, p , 0.001).

H1 and H10: quality andISO 9001 ! loyalty

H2 and H20: quality and ISO9001 ! satisfaction

H3, H4, and H40: satisfactionmoderating and mediatingQuality and ISO 9001 and

satisfaction ! loyaltyStandard b Standard b Standard b

Control variablesGender 20.002 20.015 0.006Age 20.105 20.051 20.076Education 20.047 20.038 20.025Annualincome (e) 0.138 * * 0.019 0.128 * *

Independent variablesEfficiency 0.397 * * * 0.396 * * * 0.172 * *

Systemavailability 0.136 * 0.241 * * * 0.000Privacy 0.223 * * * 0.335 * * * 0.034ISO 9000 20.016 0.047 20.043Satisfaction – – 0.566 * * *

AdjustedR 2 0.431 0.674 0.535

Notes: Significant at: *p , 0.05; * *p , 0.01; * * *p , 0.001

Table II.Regression analysis ofservice quality andsatisfaction on loyalty

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H3 had proposed that e-satisfaction has a direct positive effect on e-loyalty and H4 hadproposed that e-satisfaction has a moderating and mediating effects on the relationshipbetween e-service quality and e-loyalty (Figure 1). In accordance with the procedure ofBaron and Kenny (1986), both e-service quality and e-satisfaction were regressed one-loyalty. The results showed that the adjusted R 2 in model H4 increased by 10.4 percent compared with that in model H1. It is thus apparent e-satisfaction had a strongand direct effect on e-loyalty (standard b ¼ 0.566, p , 0.001), thus confirming H3(Figure 1). Furthermore, the standard b coefficients of the dimensions of e-servicequality in model H1 were significantly greater than those in model H4. Only thedimension of “efficiency” had a significant effect on e-loyalty (standard b ¼ 0.172,p , 0.01); the remaining dimensions of e-service quality (“system availability” and“privacy”) were not significant. It is thus apparent that the effect of e-service quality one-loyalty was weakened by the moderating effect of e-satisfaction.

In summary, H1-H4 were all supported.4.3.3 Testing of H1 0, H20, and H4 0. As shown in Table II, the coefficients in the three

regressions incorporating the new variable ISO 9001 were not significant. ISO 9001certification thus had no effect on either e-loyalty or e-satisfaction and e-satisfactiondid not mediate/moderate the effects of ISO 9001 on loyalty. H1 0, H2 0, and H4 0 werethus rejected.

4.3.4 Testing of H5. Another set of regression analyses were conducted to assesswhether the implementation of ISO 9001 in e-services (with a focus on the customer)had any effect on e-service quality from the customer’s perspective. The resultsexemplified that the coefficients in the three regressions were not significant on any ofthe service quality dimensions (Table III). Therefore, H5 was rejected.

In addition, further analyses were conducted to substantiate that there was nodifference in behaviour between the performance of banks with ISO 9001 certificationand those without. Two more non-parametric tests were used. First, a Kruskal-Wallistest failed to detect any differences among the 16 banks on all five constructs of interest( p , 0.05). Second, a Mann-Whitney U-test failed to detect any statistically significantdifferences ( p , 0.05) between the two groups in terms of service quality, satisfaction,and loyalty (Table IV). Therefore, the rejection of the H10, H2 0, H4 0, and H5 weresupported.

H5ISO 9001 ! quality

Standard b

Dependent variables Efficiency System availability PrivacyControl variablesGender 20.085 20.046 20.144 * *

Age 0.003 20.129 * 20.104Education 20.073 20.005 0.007Annual income (e) 0.047 0.152 * 0.074Independent variablesISO 9001 20.043 20.083 20.022Adjusted R 2 0.001 0.013 0.017

Notes: Significant at: *p , 0.05; * *p , 0.01; * * *p , 0.001

Table III.Regression analysis of

ISO 9001 on quality


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5. Conclusions and implications5.1 Major conclusionsThe amended version of the E-S-QUAL scale (Parasuraman et al., 2005) that has beendeveloped and used in the present study has been shown to be a valid instrument for themeasurement of e-service quality within the context of e-banking in Spain. The modifiedversion of the scale involved the movement of two items from the original “fulfilment”dimension and one item from the original “efficiency” dimension into a new dimension of“system availability”. The original dimension of “fulfilment” was discarded because theremaining items failed the EFA test. The amended scale, which has three dimensions(“efficiency”, “system availability”, and “privacy”) rather than the original four,demonstrated good psychometric properties. The modified scale is in generalaccordance with Boshoff (2007), who also removed the “fulfilment” dimension fromhis model. The modification is also supported, to some extent, by Fuentes-Blasco et al.(2010), who found that this dimension had a lower coefficient path to e-quality in theirmodel.

With regard to the relationships among e-service quality, e-satisfaction, ande-loyalty, the results showed that e-service quality is a major predictor of both onlinecustomer satisfaction and loyalty. All three service quality dimensions (“efficiency”,“system availability”, and “privacy”) had direct positive effects on both loyalty (H1)and satisfaction (H2). The dimension of “efficiency” was shown to have the strongesteffect on e-loyalty, followed by “privacy” and “system availability”.

The study also found that e-satisfaction has a direct positive effect on e-loyalty, inaddition to moderating the effect of e-service quality on e-loyalty. The effects of thee-service quality dimensions of “privacy” and “system availability” on e-satisfactionwere definitely moderated by e-satisfaction, and the effect of the dimension of“efficiency” on e-loyalty was partially moderated by e-satisfaction. These results largelyagree with relevant previous studies of these relationships (Harris and Harrington, 2000;Parasuraman et al., 2005; Fuentes-Blasco et al., 2010; Marimon et al., 2010).

Finally, the study examined whether ISO 9001 certification in e-services (with a focusdirectly related to the customer) has any influence on the relationships among e-servicequality, e-satisfaction, and e-loyalty from the customer’s viewpoint. Contrary to theproposed hypothesis, no differences were detected between certified and non-certifiedorganisations in terms of e-service quality, e-satisfaction, and e-loyalty. There areseveral possible explanations for this finding. First, online banking customers havealmost complete control over their accounts; as a consequence, the absence of humaninteractions and physical premises might diminish the proven external benefits ofISO 9001 in traditional (interpersonal) service settings. Second, because most banks

ISO 9001 certified No ISO 9001 certifiedn ¼ 133 n ¼ 246

Factors Mean SD Mean SD Sig.

Efficiency 3.85 0.689 3.93 0.725 0.256System availability 3.91 0.657 3.99 0.679 0.086Privacy 4.15 0.777 4.21 0.804 0.357Satisfaction 3.93 0.724 3.94 0.785 0.807Loyalty 3.51 0.908 3.59 0.884 0.167

Table IV.Mann-Whitney U-test forISO 9001 certified andnon-certifiedorganisations

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are already well organised to offer a high standard of e-services, it is possible thatISO 9001 certification makes no discernible difference to their performance in e-bankingservices. This explanation would be consistent with the view that quality-managementstandards no longer provide discernible external benefits and competitive advantages(Casadesus and Karapetrovic, 2003). Indeed, because consumers of both certified anduncertified banks have a positive attitude towards online service, the majority of banksin the present study did not bother to advertise their ISO 9001 certification on their mainweb sites.

The respondents in the present study thus failed to perceive any differences ine-services as a consequence of ISO 9001 certification. However, this does not necessarilymean that the implementation of a quality-assurance standard has no benefits for theprovider. As many authors have attested (Vloegeberghs and Bellens, 1996; Lima et al.,2000; Casadesus and Karapetrovic, 2003; Ruzevicius et al., 2004; Boiral and Roy, 2007;Karapetrovic et al., 2010), other potential benefits include improved efficiency, reducedcosts, motivated employees, and so on. None of these potential benefits were included inthe present analysis, which focused solely on the perspective of the external customer.

Considering the main objectives of ISO (2008) 9001 previously described,loyalty appear not to be incorporated. However, in the traditional business it isclearly one of the core benefits of the standard implementation (Vloegeberghs andBellens, 1996; Leung et al., 1999; Mathews, 2005; Van der Wiele et al., 2005; Kumar andAntony, 2008). It is interesting to see, how this concept has been introduced in the newquality-management standards from the ISO family, such as ISO (2004) 10002 whichprovides a documented guide to the design and implementation of an effectivecomplaints handling process:

[. . .] The handling of complaints through a process as described in this InternationalStandard can enhance customer satisfaction. Encouraging customer feedback, includingcomplaints if customers are not satisfied, can offer opportunities to maintain or enhancecustomer loyalty and approval, and improve domestic and international competitiveness.

Therefore, although the study has established that there is no difference between thecustomer-perceived quality of ISO 9001-certified e-banks and those without suchcertification (and consequently no effect on e-loyalty), the study is unable to saywhether ISO certification provides internal benefits for e-banks (in terms of costs andefficiency for example). However, it is intuitively likely that this is so. Further researchis required in this area.

5.2 Managerial implicationsThe findings of the study have several practical implications for mangers of e-services.It is apparent that e-service quality and e-satisfaction are of the greatest importance ingenerating online loyalty. This shows that managers must ensure that they deliversuperior e-service quality at all times if they wish to enhance customer satisfaction andloyalty intentions. In particular, the study has revealed that “efficiency” is the mostcritical predictor of both satisfaction and loyalty intentions. Managers should thereforeplace greater emphasis on online service attributes associated with the ease of accessand speed of using the site.

Second, although previous research has suggested that privacy (protection andsafeguarding of customers’ private information) is the least important dimension forpredicting online loyalty (Parasuraman et al., 2005), the present study found


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that “privacy” was the second-most important factor in fostering customer loyalty.This suggests that managers of online banking services should ensure that their site isfree from a torrent of spam and that customers’ personal information (especially creditcard details) are not exposed to possible fraudulent use.

Third, because online satisfaction significantly mediates and moderates the effect ofe-service quality on e-loyalty, managers must adopt strategies to enhance customersatisfaction, especially with regard to optimising perceived e-service quality. Inaddition, feedback and complaint resolution should be monitored carefully and actedupon efficiently.

Finally, notwithstanding the finding that ISO 9001 certification had no demonstrableeffect on perceptions of e-service quality (and hence satisfaction and loyalty), managerswhose businesses are not ISO 9001 certified should give careful consideration to doingso. Even if the benefits are mainly internal (and not immediately discernible tocustomers), ISO certification promises significant benefits to e-service providers interms of internal cost reductions and efficiencies (among other potential benefits).

5.3 Limitations and future researchThis study has several acknowledged limitations. In particular, although there was nobias in the sample towards any given bank, almost twice as many respondents bankedwith organisations that were not ISO-9001 certified (compared with respondentsassociated with certified banks). This might explain the non-significant results foundin the Mann-Whitney tests. Another limitation was that the study was confined to oneonline service industry in one country; a replication of the study in other settings wouldtherefore be desirable. Finally, additional research is required to explore reasons for thelack of perceived differences between the ISO-certified service providers and those thatwere not certified. Research is also required to ascertain whether there are real internalbenefits from ISO9001 certification for e-service providers.

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Guo, X., Duff, A. and Hair, M. (2008), “Service quality measurement in the Chinese corporatebanking market”, International Journal of Bank Marketing, Vol. 26 No. 5, pp. 305-27.

Tsiotras, G. and Gotzamani, K. (1996), “ISO 9000 as an entry key to TQM: the case of Greekindustry”, International journal of Quality, Vol. 13 No. 4.

Appendix

ISO 9001, questionnaire summary:. Is your bank certified ISO 9001 with the scope directly related to customers.. Not yet certified but already engaged on the implementation process of ISO 9001.. Certified or implementing any other quality-management standards with the scope related

to customers.. No, no intention to implement ISO 9001.


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About the authorsLuc Honore Petnji Yaya is a PhD student at the Polytechnic Superior University of Girona. Hehas a degree in Mathematics Science in the University of Yaounde (Cameroon) and AccountingScience in Leeds University (UK). Master in Business Innovation and Technology Managementin Girona University (Spain). He has worked in various research projects from differentuniversities. His current research interest includes online service quality, customer satisfaction,perceived value, loyalty and online service customer recovery. Luc Honore Petnji Yaya is thecorresponding author and can be contacted at: [email protected]

Frederic Marimon, PhD in Business Administration is Professor in the InternationalUniversity of Catalonia (Spain) and in the University of Girona (Spain). He is Industrial

EfficiencyEFF1 It is easy to find what I need on my bank X web siteEFF2 It is easy to get anywhere on my bank X siteEFF3 My bank X enables me to complete a transaction quicklyEFF4 Information at this site is well organisedEFF5 My bank X site loads its pages fasterEFF6 This site is simple to useEFF7 This site enables me to get on to it quicklyEFF8 This site is well organisedSystem availabilitySAV1 This site is always available for businessSAV2 This site launches and runs right awaySAV3 This site does not crashSAV4 Pages at my bank X site does not freeze after I enter my order informationFulfilmentFUL1 It performs orders when promisedFUL2 It quickly delivers what I orderFUL3 It is truthful about its offeringsFUL4 It makes accurate promises about performance of online bankingPrivacyPRI1 My bank web site protect information about my online banking behaviourPRI2 It does not share my personal information with other sitesPRI3 My bank X site protects information about my credit and debit cards

Source: Adapted from Parasuraman et al. (2005)Table AI.E-service quality factors

Loyalty intentions (adapted from Parasuraman et al., 2005)LOY1 Say positive things about this online banking site to other peopleLOY2 Recommend this online banking site to someone who seeks your adviceLOY3 Encourage friends and others to do business with this siteLOY4 Consider this online banking site to be your first choice for future transactionsLOY5 Do more business with this site in the coming monthsE-satisfaction (adapted from Ribbink et al., 2004)ESA1 I am generally pleased with bank X’s online servicesESA2 The web site of this online bank X is enjoyableESA3 I am very satisfied with this bank X’s online servicesESA4 I am happy with this online bank X

Table AII.Loyalty intention ande-satisfaction factors

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Engineering by Polytechnic University of Catalonia in Barcelona, and Master in Business andAdministration by IESE in Barcelona. He is focused on production area, mainly in quality and inservices companies. He has published several articles in international academic journals. At thesame time he is involved in some consultancy projects, most of them related with theimplementation of quality systems, although have also been implicated in other fields, mainly inlogistics.

Marti Casadesus is an Associate Professor at the University of Girona in Spain. He studiedIndustrial Engineering in the Polytechnic University of Catalonia in Barcelona. Later on hestudied his doctoral courses at the University of Girona in Spain. His doctoral thesis is about theISO 9000 implementation in the industrial companies of the Catalonia Autonomous Region(Spain). He has published several articles in both national and international academic journals(i.e. CEDE, Economia Industrial, TQM Magazine, International Journal of Quality & ReliabilityManagement, European Business Review, Management Auditing Journal [. . .]). He hascollaborated in many projects financed by the CCQ (Catalonian Quality Center) of theCatalonian Administration. He is too, the co-leader of the GREPP (Research group on Product,Process and Planning).


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Customer's loyalty and perception of ISO 9001 in online banking

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