The following paper 'The Online Banking Services in the UK' is a perfect example of a business case study. Online banking was first introduced to the public in 1994, and within ten years had gained 100 million users worldwide. Yoon has identified six antecedents of customer service for online banking. , factors that determine whether or not the customer has a positive experience with online banking, and by extension, whether or not the bank offering the services does so successfully. In this paper, the online banking services of the UK-based NatWest Bank (www. natwest. com/personal/online-banking. ashx) are analyzed in the context of these six antecedents: Ease of Use, Design, Speed, Security, Information Content, and Customer Support Service. Ease of UseConducting banking transactions online is almost entirely a self-service process; while banks do offer various forms of customer support and assistance (discussed below), the fundamental idea behind online banking is to provide a means by which the customer can use banking services at his convenience rather than being obliged to visit a branch office during certain business hours.
Yoon (2010: 1297) points out that ease of use is frequently tested as a determinant of website quality and online transactions, including banking services.
Ease of use is one half of the technology acceptance model frequently cited by research on consumer perceptions and attitudes toward online services, and usefulness – which is discussed below in the context of Information Content – is considered a critical factor in customers’ having a positive experience. (Suh & Han, 2002: 251; Udo, et al. , 2010: 482; Lee, et al. , 2011: 116) Another important aspect of ease of use is how well the new processes for the customer in online banking reflect familiar functions for the users.
(Lin, 2011: 253) In other words, even though the experience is obviously quite different from conducting a transaction with a teller over the counter, the customer should still be comfortable that he understands what is happening and that the result of performing certain actions – such as “ clicking” on a screen button – has a familiar, anticipated outcome. The NatWest online banking facility is not particularly outstanding in terms of ease of use. The main screen of the online banking portal (the link is given above) is rather plain in appearance and takes a moment or two of visual searching to find the particular link a customer might want.
For new customers, the website is perhaps easier to use, since links to instructional information, security information, and specific advice for first-timers (provided by a link titled “ New to Online Banking? ” ) are prominently displayed. Once a customer is logged in to the facility, some of this unnecessary information disappears and makes the site a bit easier to use, but overall, the website seems to assume a fairly high degree of technical familiarity on the customer’ s part, which many customers might find troublesome. DesignDesign relates to ease of use in that the design of an online banking website determines how the customer and the website interact or “ communicate” with each other.
(Yoon, 2010: 1297) A clear design with instantly recognizable functions such as search, navigation, and fast links to security information and customer support increases customer interactivity with the website, which in turn leads to higher perceptions of the website’ s convenience and usability.
(Sohail & Shanmugham, 2003: 210)
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Lee, K-W., Tsai, M-T., and Lanting, M.C.L. (2011) “From marketplace to marketspace: Investigating the consumer switch to online banking”. Electronic Commerce Research and Applications, 10:115–125.
Lin, H-F. (2011) “An empirical investigation of mobile banking adoption: The effect of innovation attributes and knowledge-based trust”. International Journal of Information Management, 31: 252–260.
“Online & mobile banking”. (2011) NatWest Bank. Available from: http://www.natwest.com/ personal/online-banking.ashx.
Sohail, M.S., and Shanmugham, B. (2003) “E-banking and customer preferences in Malaysia: An empirical investigation”. Information Sciences, 150: 207–217.
Suh, B., and Han, I. (2002) “Effect of trust on customer acceptance of Internet banking”. Electronic Commerce Research and Applications, 1: 247–263.
Udo, G.J., Bagchi, K.K., and Kirs, P.J. (2010) “An assessment of customers’ e-service quality perception, satisfaction and intention”. International Journal of Information Management, 30: 481–492
Yoon, C. (2010) “Antecedents of customer satisfaction with online banking in China: The effects of experience”. Computers in Human Behavior, 26(6): 1296-1304.
Yousafzai, S.Y., Pallister, J.G., and Foxall, G.R. (2003) “A proposed model of e-trust for electronic banking”. Technovation, 23: 847-860.