THE EFFECTIVENESS of E-BANKING ENVIRONMENT in CUSTOMER LIFE SERVICE AN EMPIRCAL STUDY (POLAND) - Polish Journal of Management Studies

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THE EFFECTIVENESS of E-BANKING ENVIRONMENT in CUSTOMER LIFE SERVICE AN EMPIRCAL STUDY (POLAND)

Abstracts > Vol 8

THE EFFECTIVENESS OF E- BANKING ENVIRONMENT IN CUSTOMER LIFE SERVICE AN EMPIRCAL STUDY (POLAND)
Khrais L.T.

Abstract:

Advanced technology allows the banks to enhance its operations with cost cutting effectively and efficiently in order to handle daily banking affairs via online banking channel. Customers are being facilitated by reducing their visits in banks and doing their transactions via internet or ATM machines instead of personally visiting the branches. The purpose of this study is attempts to investigate the effective factors of facilitate using e-banking services for customers. This study is approached by using survey method to examine the relationship between independent and dependent variables .Data were collected through questionnaires which were attached by a letter explaining the purpose of study and assuring respondents of the confidentiality of their answers, those participants were online banking users in Poland. Statistical tools were used to test hypotheses and achieve the objectives, thus the research is descriptive and as a result quantitative methods have been used. The findings indicate that the entire hypotheses are supported positively the effectiveness of e-banking environment in customer service, and provide valuable information for banking industry, hopefully.

Key words: E-banking, online banking, service quality and security


Introduction

Banking industry is one of the major users of information and communication technologies in business life. Since the new millennium, millions of dollars have been spent in developing online banking infrastructures; therefore internet banking has transformed traditional banking practice and looking on online services as the next technology in many countries. Today, through online banking, customers could conduct a wide range of banking services electronically, anytime and anywhere [28].By offering internet banking services, traditional financial institutions seek to offer  lower operational costs [26], improve consumer banking services, retain consumers and expand share of customer . In the new banking environment, internet banking is increasing managed as an operational activity and an important component of a multi-channel strategy [4]. In Poland, traditional banks have the main role for providing financial services as well as the electronic method is still growing up confidently [6].
The majority of polish banks now offer some form of online services banks which are running to expect more clients in the next years, The number of online account was increase 1 million by the end of 2002, (Grzegorz Zawada) said  a banking analyst at Erste securities in Warsaw ,predicted there will be 3 million online banking accounts in 2004. Previous study shows that, the behavior of Polish internet users and that of consumers in more developed countries exhibit similar traits, and there is a link between the decision to open an online account and the perceived level of security of internet transactions [25]. The advancement of technology especially the internet has changed the way how organizations run their business. Nowhere has the revolution of internet been more apparent than in the banking and financial services industry. Many firms adapt rapidly to changes in internet and technology by improving their business efficiency and service quality via new applications in the internet, and attracting new customers [20].
Banks have become increasingly interested and concerned about online banking services and are seeking methods to provide high quality service that exactly fulfills the requirements or preferences of their customers, they also developing differentiated service quality strategies to effectively retain their competitiveness or even obtain competitive advantage in this rapidly growing virtual market, especially given the deep impact of the internet on daily life during the past few years and the apparently assured growth of online banking in the financial service industry. Service quality has identified as an overall evaluation similar to attitude; expected service quality is a consumer desire; and perceived service quality indicates consumer perceptions of a firm
s performance in providing a service [22].
Online banking has known in different names such as cyber bank [10], Internet banking [3] virtual banking [2], Internet-based e-banking [16], and e-banking [1].
 Hence, the technology acceptance model (TAM) may also be influences in user adoption of technologies, [8] suggested that usefulness refers to “the degree to which a person that using a particular system would enhance or improve his or her job performance” and ease of use refers to “the degree to which a person that using a particular system would be free from effort”, likewise [17] has also defined ease of use as “the consumers perception that online banking involves minimum effort”. Therefore, if the system that does not help people perform their jobs is not likely to be received favorably [21]. As online banking continues to grow, banks need to meet these consumer demands in order to create a product that better serves the customer. Therefore in this research, if the bank enhances online users productivity, it is more likely to be positively enhancing customer life service.

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Summary

In sum, e-banking process could be defined as "a customer who is using a personal device (computer/laptop), with doing all the online transactions 24/7 offered by the bank website". Unless the user has personal device and availability of internet; it is unlikely to consider using internet banking at all.  The internet can play a profound role in maintaining and developing a high level of customer service, the amount of services in the internet is already enormous and more services are evolving. The paper aims to investigate the effective factors of facilitate using e-banking services for customers in Poland through , have been tested ( personal device , availability of internet , convenience and security ) , hence , the result proved  that they have a strong influences of facilitating customer life service easily and comfortably . A new results have appeared as an advantage of e-banking services to their customers " customer can do different types of transactions ; whenever he /she wants to, not bound to the banks opening /closing hours and avoiding traffic jam or upon weather condition, it is more private and feels safer to do it at home or work". Whereby, the results provide valuable information for practitioners and online banking systems developers and bank service providers when formulating online banking services. Furthermore, online banking has numerous advantages over traditional banking, for example, reaching far more people in cheap cost, offering more content than a brick-and-mortar branch, enabling easy access to desired services anywhere and anytime 24/7, avoiding the need to wait in lines, and so on.
Future research needs to find out more factors could be effective for enhancing and facilitating of using online services coming from banks to their customers, as well as compare e-services with traditional interpersonal services to identify the differences in term of customer life services .However; respondents were sampled only from banks in Poland, which implies that the general of the study is limited. More studies in European countries are definitely needed. Accordingly, online banking truly changes the environmental methods and the roles of banks in servicing customers, and with the rapid growth of online banking services and large consumers shifting to banking online more empirical research are needed. The researcher also hoped that developers of online technique factors should consider this sentence “how to make online services of banks become easier to their customers''.

References

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EFEKTYWNOŚĆ E-BANKOWOŚCI W OBSŁUDZE KLIENTA

Streszczenie:

Z
aawansowana technologia umożliwia bankom prowadzenie operacji, w celu zwiększenia swoich operacji,  cięcia kosztów i skutecznej obsługi codziennych spraw bankowych, poprzez kanał bankowości internetowej. Klienci są zadowolenie gdyż liczba ich wizyt w banku została zmniejszona, a swoje operacji przeprowadzają za pośrednictwem internetu lub maszyn ATM, zamiast osobiście odwiedzać oddziały. Celem niniejszego artykułu jest próba zbadania czynników ułatwiających skuteczne korzystanie z usług bankowości elektronicznej dla klientów. Badanie zostało przeprowadzone przy wykorzystaniu metody ankiety, służącej do badania relacji między zmiennych niezależnych i zależnych. Dane zebrano za pomocą ankiet, które zostały dostarczone wraz z pismem wyjaśniającym cel badania, i zapewnienie respondentów o poufności ich wypowiedzi, uczestnikami badania byli użytkownicy bankowości online w Polsce. Do zbadania hipotezy i osiągnięcia celu wykorzystane zostały narzędzia statystyczne, dlatego też badanie jest opisowe, a w rezultacie wykorzystano metody ilościowe. Wyniki badań wskazują, że postawione hipotezy są prawdziwe i przedstawiają efektywność bankowości w obsłudze klienta, dostarczają także cennych informacji dla samego sektora bankowego.

Słowa kluczowe: E-bankowość, bankowość internetowa, jakość obsługi i zabezpieczeń


電子銀行環境客戶生命Service的EMPIRCAL研究(波蘭)的有效性

摘要:先進的技術使銀行加強其業務與削減成本有效和高效,從而通過網上銀行渠道辦理日常銀行事務。客戶正在推動通過減少銀行走訪,並通過網絡或ATM機上做他們的交易,而不是親自來訪的分支。本研究的目的是嘗試使用電子銀行服務,為客戶方便調查的有效因素。本研究採用問卷調查法,研究自變量和因變量之間的關係接近。通過它被裝了一封信,解釋的研究和保證了他們的答案的保密受訪者的目的,問卷收集的數據,這些參與者是網上銀行用戶在波蘭。統計工具被用來測試假設和實現的目標,因此研究是描述性的,因此定量方法已被使用。研究結果表明,整個假說積極支持網上銀行環境中客戶服務的有效性,並提供有價值的信息,為金融行業,希望。
關鍵詞:電子銀行,網上銀行,服務質量和安全性。

 
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