Abstract:

E-banking has experienced explosive growth and has transformed traditional banking practices in terms of the nature of products/services and the way these are provided. The purpose of this paper is to develop a decision support system for the critical e-service quality dimensions using system dynamics simulation model with regards to the bank’s websites or Internet banking in the Egyptian context after investigating the impact of e-service quality dimensions on e-banking websites in Egypt. It highlights the quality problems in public and private banks from the perspectives of the main stakeholders; customers and Internet banking providers that are resulted from previous papers. From the data analysis, supported by the literature, seven-service quality dimensions were identified; namely; Usability, Reliability, Responsiveness, Privacy, Fulfillment, Efficiency, Assurance. A revised dynamics model was drawn and simulated using Powersim software. System dynamics results show that Customer Relationship Management is a dimension that would increase e-service quality and customer satisfaction. Finally, when results were brought together, similarities and differences between customers and Internet banking decision makers helped better understand the problem, derive conclusions and make recommendations. It helps banks’ managers achieve a competitive edge through allocating attention and resources efficiently among e-service quality dimensions based on customer.