Skip to main content

Service-Channel Fit Conceptualization and Instrument Development

A Mixed Methods Study in the Context of Electronic Banking

Abstract

Electronically mediated self-service technologies in the banking industry have impacted the way banks service consumers. Despite a large body of research on electronic banking channels, no study has been undertaken to empirically explore the fit between electronic banking channels and banking services. To address this gap, we developed and validated a service-channel fit conceptualization and an associated survey instrument. We applied a mixed methods approach and initially investigated industry experts’ perceptions regarding the concept of ‘service-channel fit’ (SCF). The findings demonstrated that the concept was highly valued by bank managers. Next, we developed an instrument to measure the perceived service-channel fit of electronic banking channels. The instrument was developed using expert rounds and two pretests involving approximately 300 consumers in New Zealand. Drawing on IS alignment literature, we created a parallel instrument allowing us to calculate SCF across three unique fit dimensions, including service complexity-channel fit, service importance-channel fit, and service routineness-channel fit. To explore the nomological validity of the SCF construct, we linked SCF to customers’ intention to use a specific channel for a particular banking task. We tested our model with data from 340 consumers in New Zealand using Internet banking applications for two different banking tasks. The results of our study have theoretical and practical implications for how clients should be serviced through electronically mediated banking channels.

This is a preview of subscription content, access via your institution.

Fig. 1

References

  • Ajzen I (1991) The theory of planned behavior. Organ Behav Hum Decis Processes 50(2):179–211

    Article  Google Scholar 

  • Aksin Z, Armony M, Mehrotra V (2007) The modern call center: a multi-disciplinary perspective on operations management research. Prod Oper Manag 16(6):665–688

    Article  Google Scholar 

  • Barczak G, Ellen PS, Pilling BK (1997) Developing typologies of consumer motives for use of technologically based banking services. J Bus Res 38(2):131–139

    Article  Google Scholar 

  • Beck R, König W, Wigand RT (2003a) Creating value in e-banking: efficient usage of e-commerce applications and technologies. In: Proceedings of the 7th Pacific-Asia conference on information systems (PACIS), Adelaide

  • Beck R, Wigand RT, König W (2003b) Beyond the electronic commerce diffusion race: efficiency prevails. In: Proceedings of the 11th European conference on information systems (ECIS), Naples

  • Beck R, Franke J, König W, Wigand RT (2005) Globalization and e-business application adoption and usage: comparing Germany in a global context. In: Proceedings of the Americas conference on information systems (AMCIS), Omaha

  • Beck R, Beimborn D, Weitzel T, König W (2008) Network effects as drivers of individual technology adoption: analyzing adoption and diffusion of mobile communication services. Inf Syst Front 10(4):415–429

    Article  Google Scholar 

  • Benbasat I, Barki H (2007) Quo vadis TAM? J Assoc Inf Syst 8(4):211–218

    Google Scholar 

  • Black NJ, Lockett A, Ennew C, Winklhofer H, McKechnie S (2002) Modelling consumer choice of distribution channels: an illustration from financial services. Int J Bank Mark 20(4):161–173

    Article  Google Scholar 

  • Brynjolfsson E, Hu YJ, Rahman MS (2013) Competing in the age of omnichannel retailing. MIT Sloan Manag Rev 54(4):23–29

    Google Scholar 

  • Calder BJ (1977) Focus groups and the nature of qualitative marketing research. J Mark Res 14(3):353–364

    Article  Google Scholar 

  • Campbell D, Frei F (2010) Cost structure, customer profitability, and retention implications of self-service distribution channels: evidence from customer behavior in an online banking channel. Manag Sci 56(1):4–24

    Article  Google Scholar 

  • Chan YE, Huff SL, Barclay DW, Copeland DG (1997) Business strategic orientation, information systems strategic orientation, and strategic alignment. Inf Syst Res 8(2):125–150

    Article  Google Scholar 

  • Cheng TCE, Lam DYC, Yeung ACL (2006) Adoption of internet banking: an empirical study in Hong Kong. Decis Support Syst 42(3):1558–1572

    Article  Google Scholar 

  • Chin WW (1998) The partial least squares approach to structural equation modeling. Modern methods for business research. Lawrence Erlbaum, Hilsdale, pp 295–336

    Google Scholar 

  • Chin WW, Gopal A (1995) Adoption intention in GSS: relative importance of beliefs. Database Adv Inf Syst 26(2):42–63

    Article  Google Scholar 

  • D’Ambra J, Wilson CS (2004) Explaining perceived performance of the World Wide Web: uncertainty and the task-technology fit model. Internet Res 1(4):294–310

    Article  Google Scholar 

  • Davis FD (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q 13(3):319–340

    Article  Google Scholar 

  • Dennis AR, Kinney ST (1998) Testing media richness theory in the new media: the effects of cues, feedback, and task equivocality. Inf Syst Res 9(3):256–274

    Article  Google Scholar 

  • Deutsche Bank Research (2011) 47 percent of Europeans will use online banking in 2012. https://www.dbresearch.de/PROD/DBR_INTERNET_DE-PROD/PROD0000000000279995/Update_on_online_and_mobile_banking%3A_47%25_of_German.pdf. Accessed 17 Aug 2014

  • DeVellis RF (2011) Scale development: theory and applications, vol 26, 3rd edn. Sage, Thousand Oaks

    Google Scholar 

  • Dishaw MT, Strong DM (1999) Extending the technology acceptance model with task-technology fit constructs. Inf Manag 36(1):9–21

    Article  Google Scholar 

  • Ferratt TW, Vlahos GE (1998) An investigation of task-technology fit for managers in Greece and the US. Eur J Inf Syst 7(2):123–136

    Article  Google Scholar 

  • Fishbein M, Ajzen I (1975) Belief, attitude, intention and behavior: an introduction to theory and research. Addison-Wesley, Reading

    Google Scholar 

  • Fornell CD, Larcker F (1981) Evaluating structural equation models with unobservable variables and measurement errors. J Mark Res 18(February):39–50

    Article  Google Scholar 

  • Forrester Research (2007) European mobile banking: an inconvenient truth. Forrester Research. https://www.forrester.com/European+Mobile+Banking+An+Inconvenient+Truth/fulltext/-/E-res43498. Accessed 17 Aug 2014

  • Froehle CM (2006) Service personnel, technology, and their interaction in influencing customer satisfaction. Decis Sci 37(1):5–38

    Article  Google Scholar 

  • Froehle CM, Roth AV (2004) New measurement scales for evaluating perceptions of the technology-mediated customer service experience. J Oper Manag 22(1):1–21

    Article  Google Scholar 

  • Froehle CM, Roth AV (2007) A resource process framework of new service development. Prod Oper Manag 16(2):169–188

    Article  Google Scholar 

  • Goodhue DL (1995) Understanding user evaluations of information systems. Manag Sci 41(12):1827–1844

    Article  Google Scholar 

  • Goodhue DL (1997) The model underlying the measurement of the impacts of the iic on the end-users. J Am Soc Inf Sci 48(5):449–453

    Article  Google Scholar 

  • Goodhue DL (1998) Development and measurement validity of task-technology fit instrument for user evaluations of information systems. Decis Sci 29(1):105–138

    Article  Google Scholar 

  • Goodhue D (2007) Comment on Benbasat and Barki’s “Quo Vadis TAM” article. J Assoc Inf Syst 8(4):219–222

    Google Scholar 

  • Goodhue DL, Thompson RL (1995) Task-technology fit and individual performance. MIS Q 19(2):213–236

    Article  Google Scholar 

  • Hoehle H, Venkatesh V (2015) Development and validation of a mobile usability conceptualization and instrument. MIS Q 39(2):435–472

    Google Scholar 

  • Jiang JJ, Klein G, Carr CL (2002) Measuring information system service quality: SERVQUAL from the other side. MIS Q 26(2):145–166

    Article  Google Scholar 

  • Kamis A, Koufaris M, Stern T (2008) Using an attribute-based decision support system for user-customized products online: an experimental investigation. MIS Q 32(1):159–177

    Google Scholar 

  • Karimi J, Somers TM, Gupta YP (2004) Impact of environmental uncertainty and task characteristics on user satisfaction with data. Inf Syst Res 15(2):175–193

    Article  Google Scholar 

  • Katuri S, Lam M (2003) Factors affecting internet banking activities: a case study of a community bank. In: Americas Conference on Information Systems

  • Katuri S, Lam M (2007) Switching customers from branches to internet: a credit union’s journey. J Financ Serv Mark 11(3):229–248

    Article  Google Scholar 

  • Kim G, Shin B, Lee HG (2009) Understanding dynamics between initial trust and usage intentions of mobile banking. Inf Syst J 19(3):283–311

    Article  Google Scholar 

  • Klopping IM, McKinney E (2004) Extending the technology acceptance model and the task-technology fit model to consumer e-commerce. Inf Technol Learn Perform J 22(1):35–48

    Google Scholar 

  • Krammer A, Heinrich B, Henneberger M, Lautenbacher F (2011) Granularity of services. Bus Inf Syst Eng 3(6):345–358

    Article  Google Scholar 

  • Lai VS, Li H (2005) Technology acceptance model for internet banking: an invariance analysis. Inf Manag 42(2):373–386

    Article  Google Scholar 

  • Lamberti HJ, Büger M (2009) Lessons learned: 50 years of information technology in the banking industry – the example of Deutsche Bank AG. Bus Inf Syst Eng 1(1):26–36

    Article  Google Scholar 

  • Lee J (2002) A key to marketing financial services: the right mix of products, services, channels and customers. J Serv Mark 16(3):238–258

    Article  Google Scholar 

  • Lewis BR, Templeton GF, Byrd TA (2005) A methodology for construct development in MIS research. Eur J Inf Syst 14(1):388–400

    Article  Google Scholar 

  • Liang H, Saraf N, Hu Q, Xue Y (2007) Assimilation of enterprise systems: the effect of institutional pressures and the mediating role of top-management. MIS Q 31(1):59–87

    Google Scholar 

  • Lu Y, Deng Z, Wang B (2010) Exploring factors affecting Chinese consumers’ usage of short message service for personal communication. Inf Syst J 20(2):183–208

    Article  Google Scholar 

  • Mäenpää K, Kale SH, Kuusela H, Mesiranta N (2008) Consumer perceptions of internet banking in Finland: the moderating role of familiarity. J Retail Consum Serv 15(4):266–276

    Article  Google Scholar 

  • Morrison PD, Roberts JH (1998) Matching electronic distribution channels to product characteristics: the role of congruence in consideration set formation. J Bus Res 41(3):223–229

    Article  Google Scholar 

  • Nadkarni S, Gupta R (2007) A task-based model of perceived website complexity. MIS Q 31(3):501–524

    Google Scholar 

  • Pahlke I, Beck R, Wolf M (2011) Enterprise-Mashup-Systeme als Plattform für situative Anwendungen – Nutzen und Herausforderungen für Unternehmen. WIRTSCHAFTSINFORMATIK 25(5):299–310

    Google Scholar 

  • Parker SC, Van Witteloostuijn A (2010) A general framework for estimating multidimensional contingency fit. Organ Sci 21(2):540–553

    Article  Google Scholar 

  • Petter S, Straub DW, Rai A (2007) Specifying formative constructs in information systems research. MIS Q 31(4):623–656

    Google Scholar 

  • Podsakoff PM, MacKenzie SB, Lee JY, Podsakoff NP (2003) Common method biases in behavioral research: a critical review of the literature and recommended remedies. J Appl Psychol 88(5):879–903

    Article  Google Scholar 

  • Pousttchi K, Hufenbach Y (2011) Value creation in the mobile market: a reference model for the role(s) of the future mobile network operator. Bus Inf Syst Eng 3(5):299–311

    Article  Google Scholar 

  • Prescott JE (1986) Environments as moderators of the relationship between strategy and performance. Acad Manag J 29(2):329–346

    Article  Google Scholar 

  • Reinsch NL, Beswick RW (1990) Voice mail versus conventional channels: a cost minimization analysis of individuals’ preferences. Acad Manag J 33(4):801–816

    Article  Google Scholar 

  • Ringle C, Wende S, Will A (2005) SmartPLS 2.0 M3. http://www.smartpls.de. Accessed 17 Aug 2014

  • Rogers EM (2010) Diffusion of innovations. Simon and Schuster, New York

    Google Scholar 

  • Rosemann M, Vessey I (2008) Toward improving the relevance of information systems research to practice: the role of applicability checks. MIS Q 32(1):1–22

    Google Scholar 

  • Saeed KA, Abdinnour S (2011) Understanding post-adoption IS usage stages: an empirical assessment of self-service information systems. Inf Syst J 23(3):219–244

    Article  Google Scholar 

  • Sampson SE, Froehle CM (2006) Foundations and implications of a proposed unified services theory. Prod Oper Manag 15(2):329–343

    Article  Google Scholar 

  • Sayar C, Wolfe S (2007) Internet banking market performance: Turkey versus the UK. Int J Bank Mark 25(3):122–141

    Article  Google Scholar 

  • Schmenner RW (1986) How can service businesses survive and prosper? Sloan Manag Rev 27(3):21–32

    Google Scholar 

  • Schmenner RW (2004) Service businesses and productivity. Decis Sci 35(3):333–347

    Article  Google Scholar 

  • Shirani AI, Tafti MHA, Affisco JF (1999) Task and technology fit: a comparison of two technologies for synchronous and asynchronous group communication. Inf Manag 36(3):139–150

    Article  Google Scholar 

  • Staples DS, Seddon P (2004) Testing the technology-to-performance chain model. J Organ End User Comput 16(4):17–36

    Article  Google Scholar 

  • Straub D, Burton-Jones A (2007) Veni, vidi, vici: breaking the TAM logjam. J Assoc Inf Syst 8(4):223–229

    Google Scholar 

  • Strauss AL, Corbin J (1998) Basics of qualitative research: techniques and procedures for developing grounded theory, 2nd edn. Sage, Thousand Oaks

    Google Scholar 

  • Suh KS (1999) Impact of communication medium on task performance and satisfaction: an examination of media-richness theory. Inf Manag 35(5):295–312

    Article  Google Scholar 

  • Suh B, Han I (2003) Effect of trust on customer acceptance of internet banking. Electron Commer Res Appl 1(3):247–263

    Google Scholar 

  • Tan M, Thompson SH (2000) Factors influencing the adoption of internet banking. J Assoc Inf Syst 1:5

    Google Scholar 

  • Te’eni D (2001) Review: a cognitive-affective model of organizational communication for designing IT. MIS Q 25(2):251–312

    Article  Google Scholar 

  • Tesch D, Jiang J, Klein G (2003) The impact of information system personnel skill discrepancies on stakeholder satisfaction. Decis Sci 34(1):107–129

    Article  Google Scholar 

  • Venkatesh V (2006) Where to go from here? Thoughts on future directions for research on individual-level technology adoption with a focus on decision making. Decis Sci 37(4):497–518

    Article  Google Scholar 

  • Venkatesh V, Morris MG, Davis GB, Davis FD (2003) User acceptance of information technology: toward a unified view. MIS Q 27(3):425–478

    Google Scholar 

  • Venkatesh V, Thong JYL, Chan FKY, Hu PJ-H, Brown SA (2011) Extending the two-stage information systems continuance model: incorporating UTAUT predictors and the role of context. Inf Syst J 21(6):527–555

    Article  Google Scholar 

  • Venkatesh V, Brown SA, Bala H (2013) Bridging the qualitative-quantitative divide: guidelines for conducting mixed methods research in information systems. MIS Q 37(1):21–54

    Google Scholar 

  • Venkatraman N (1989) The concept of fit in strategy research: toward verbal and statistical correspondence. Acad Manag Rev 14(3):423–444

    Google Scholar 

  • Wang Y-S, Lin H-H, Luarn P (2006) Predicting consumer intention to use mobile service. Inf Syst J 16(2):157–179

    Article  Google Scholar 

  • Weiß F, Leimeister JM (2012) Consumerization. Bus Inf Syst Eng 6(4):363–366

    Article  Google Scholar 

  • Wood RE (1986) Task complexity: definition of the construct. Organ Behav Hum Decis Processes 37(1):60–82

    Article  Google Scholar 

  • Zigurs I, Buckland BK, Connolly J, Wilson EV (1999) A test of task-technology fit theory for group support systems. Database Adv Inf Syst 30(3–4):34–50

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Hartmut Hoehle.

Additional information

Accepted after one revision by Prof. Dr. Bichler.

Electronic supplementary material

Below is the link to the electronic supplementary material.

Supplementary material 1 (PDF 139 kb)

Rights and permissions

Reprints and Permissions

About this article

Verify currency and authenticity via CrossMark

Cite this article

Hoehle, H., Kude, T., Huff, S. et al. Service-Channel Fit Conceptualization and Instrument Development. Bus Inf Syst Eng 59, 97–110 (2017). https://doi.org/10.1007/s12599-015-0415-z

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12599-015-0415-z

Keywords

  • Electronic banking
  • Service-channel fit
  • Technology adoption
  • Technology acceptance
  • Mixed methods