Measuring User-Perceived Characteristics for Banking Services: Proposing a Methodology

Abstract

With the continuous technological enhancement of banking services, customers can avail of better, more secure services which present improved opportunities and convenience. Of the many methods available to perform banking operations, customers commonly use traditional banking, online banking, and mobile banking. Each of these existing methods has advantages and limitations that affect customer experience, trust, satisfaction, and continued intention to use such services. In this study, an attempt was made to develop and fit a model to evaluate and measure the effect of perceived characteristics on banking services. To this end, a questionnaire was administered to 91 participants in Korea to investigate their experiences in the three types of services: offline banking (traditional banking), online banking, and automated teller machines (ATM). The factor design for evaluating the user experience through the perceived characteristics of the banking system was performed by conducting exploratory and confirmatory factor analyses. The proposed model exhibited validity and reliability to evaluate the user experience in the banking system. The results obtained can help banking specialists and professionals increase the level of customers’ trust, loyalty, and intention to use their services.