RAZVOJ INSTRUMENTA ZA MERENJE KVALITETA USLUGA E-BANKARSTVA U REPUBLICI SRBIJI: E-BSRB-QUAL
DEVELOPMENT OF THE INSTRUMENTS FOR MEASURING THE QUALITY OF E-BANKING SERVICES IN THE REPUBLIC OF SERBIA: E-BSRB-QUAL

Summary/Abstract: The most commonly used model to measure the quality of electronic services is the E-Service Quality- E-SQ (E–S-QUAL and E-RecS-QUAL). Acknowledging the results of existing research and the attempts to create a unique model for measuring the quality of e-services, the main goal of this paper is to rate the quality of e-banking in Serbia by testing the applicability of the E-SQ model. The results, gained through empirical research, design, and distribution of a distinctive questionnaire to the users of e-banking services in central and southeast Serbia, were systematized and statistically processed by factor analysis of the principal components (PCA). The outcome defined an initial instrument called E-BSrb-QUAL, with seven dimensions of e-banking quality in Serbia, and they are 1. Personalization, 2. Safety, 3. Accessibility, 4. Contact, 5. Efficiency/Response, 6. Trust, and 7. Reliability. The Importance- Performance analysis (IPA) showed the strength of Serbian banks and confirmed the most significant and crucial dimensions of e-banking service quality are Trust, Safety, and Reliability. On the other hand, Personalization, Accessibility, and Efficiency/Response dimensions are estimated as overrated.

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