Re‐examining and empirically validating the End User Computing Satisfaction models for satisfaction measurement in the internet banking context

Abstract

PurposeThe main focus of the study was to validate the End User Computing Satisfaction (EUCS) model in the context of internet banking and to determine the major factors which contribute to level of satisfaction of internet banking users in India.Design/methodology/approachA survey questionnaire was administered on internet banking users and a total of 387 responses were collected. A factor analysis on the 12 items used in the EUCS model with oblique (non‐orthogonal) rotation and five fixed factors revealed the existence of the same latent constructs hypothesized in the original EUCS model. Confirmatory Factor Analysis (CFA) was then used to test and validate the four hypothesized models for model fit.FindingsThe current study confirms the evidence found in extant literature that EUCS is a second‐order construct. In this study the factor “Format” was found to have the highest loading and the factor “Content” had the lowest factor loading among all the five latent constructs in the EUCS model for internet banking. The factor “Accuracy” had the highest mean score and the factor “Content” had the lowest mean scores indicating that bank customers were satisfied with the accuracy of the information on the banks web site but were not comparatively satisfied by the information content on the web site.Research limitations/implicationsThis study was done based on a call by Pikkarainen et al. (2006) to validate the EUCS instrument for internet banking satisfaction in different countries to enhance the generalizability of the findings. This research is limited to samples from India and results of other countries need to be considered before a generalization of the findings can be made. This study will be useful to policy makers and banks to devise strategies for increasing the use of internet banking.Originality valueThere is a myriad of literature on factors which lead to adoption of internet banking but extant literature on internet banking user satisfaction is limited particularly pertaining to banks operating in India. This study attempts to fill this gap in the literature.