Quality assessment of online banking services: An integrated model of SERVQUAL - Kano and QFD
This article focuses on the theoretical development of an integrated model for the assessment and improvement of the quality of Internet Banking (IB) services. Based on a literature review and critical analysis of the studies on the integrated use of the Kano model, the SERVQUAL and the Quality Function Deployment (QFD), this paper suggests an integrated model that is significantly distinct from those in the extant literature. The suggested model aims to surpass inherent disadvantages of the models in the literature, to contribute to a better understanding of the “voice of the customer” and to improve the quality of the IB services. This paper also develops several propositions for future empirical investigation.
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