Service Quality and Satisfaction of Traditional and Technology-Enhanced Services

  • Somkiat Eiamkanchanalai
  • Nuttapol Assarut
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Recent digital transformation continues to play a significant role in service industry. Competitive landscape has intensified as firms must continue to fight rivals from various fronts. With more technology-based self-service, how firms manage, measure, and maintain service quality and satisfaction have become a difficult issue. The nature of service industry employs multiple channels of service and tends to include both traditional offline and technology-based self-service. Thus, the effects of service quality leading to satisfaction between traditional and technology-enhanced services will be explored, and a new comprehensive online banking service quality measurement will be proposed. Comparison of service satisfaction and the effects of service quality on satisfaction among consumers with different levels of technology readiness and technology anxiety will also be conducted. The study found that empathy and reliability are the two most important dimensions in the traditional banking service, while assurance, responsiveness, and empathy are the most important dimensions in the technology-enhanced service. Technology readiness plays more important role in technology-enhanced service adoption. Magnitudes of service quality effects on satisfaction for all consumer groups within technology-enhanced service setting are similar. Managerial implications are proposed.


SERVQUAL E-service quality Technology readiness Technology anxiety Online banking 


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Chulalongkorn Business SchoolBangkokThailand

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