Measuring the service quality of marketing information system technology (MIST)‎ : the case of Jordanian commercial banks

Abstract EN

This study aims to develop an alternative performance measure system based on the concept of service quality and SERVQUAL.

The suitability of SERVQUAL was assessed in banking sector on a sample of 204 employees working in marketing department and using IT facilities.

SERVQUAL, an instrument developed by Parasuraman, Berry and Zeithaml in 1988, is offered as a possible measure of 1ST service quality.

It measures service dimensions of tangibles, reliability, responsiveness, assurance and empathy.

The study concludes that SERVQUAL is an appropriate instrument for researchers seeking a measure of 1ST service quality.

Results of the factor analysis show that most of the SERVQUAL dimensions were loaded in the same way as in the original Parasuraman, Berry and Zeithaml (1988) study except, for the "reliability" and "responsiveness" where items mixed together.

Results of the stepwise multiple regression, show that the five dimensions of 1ST service quality explain 66% of the variance of overall perceived quality.

These results indicated that Empathy was the most significant factor in explaining the variance in perceived service quality, then followed by Assurance, Reliability, Responsiveness and finally tangibility.

Results show also that, employee’s expectations were higher than their perception of the actual performance.

This result should motivate the bank managers to improve quality levels of services that the information system technology (1ST) provides, j