Examining the key dimensions of mobile banking service quality: an exploratory study

Purpose - The purpose of this paper is to identify the key dimensions of mobile banking (m-banking) service quality. Design/methodology/approach - The authors employ the critical incident technique to unveil the key dimensions of m-banking service quality as perceived by m-banking customers, and to identify critical satisfiers/dissatisfiers among the identified dimensions. Findings - The analysis reveals a total of 17 dimensions of m-banking service quality: m-banking application quality (content, accuracy, ease of use, speed, aesthetics, security, diverse mobile application service features, and mobile convenience), and m-banking customer service quality (reliability, responsiveness, competence, courtesy, credibility, access, communication, understanding the customer, and continuous improvement). Of these, five dimensions, such as mobile convenience, accuracy, diverse mobile application service features, ease of use, and continuous improvement, are considered as the main sources of customer satisfaction/dissatisfaction. Practical implications - M-bankers, based on the identified 17 dimensions, can develop a comprehensive service quality management system, which helps them identify and overcome key obstacles to the delivery of high quality m-banking customer services. Originality/value - This study focusses on uncovering the key dimensions of m-banking service quality and their associated sub-dimensions specific to the context of m-banking. Theoretically, the identified dimensions and their related sub-items can serve as building blocks for further research in customer relationship management in m-banking.