Assessing and differentiating the quality of Internet-based services: a case of online banking in Taiwan

This study investigates the assessment and differentiation of the quality of online banking services. A hypothesis is developed, followed by the presentation of a methodology that combines a service quality measurement model and an importance--performance matrix to help banks differentiate service quality and thus effectively increase the satisfaction of existing customers (old customers). Competitive features among banks are also incorporated to lure potential customers (new customers). Following a cross-bank empirical testing, four theoretical and four business implications are presented. Since online banking is an Internet-based service, the empirical finding of this study may also apply to other Internet-based services.