Title: Conceptualising and validating a customer satisfaction measurement model for e-services: evidence from the Greek e-banking sector

Authors: George Paltayian; Styliani Xanthopoulou; Dimitris Gavalas; Eftychia Kessopoulou; Dimitrios Angelis

Addresses: Department of Business Administration, Quantitative Methods and Decision Analysis Lab, University of Macedonia, Thessaloniki, Greece ' Department of Business Administration, Business Excellence Lab, University of Macedonia, Thessaloniki, Greece ' Department of Shipping Trade and Transport, University of the Aegean, Chios, Greece; Audencia Business School, Nantes, France ' Department of Business Administration, Business Excellence Lab, University of Macedonia, Thessaloniki, Greece ' Hellenic Open University, School of Social Sciences, Patras, Greece

Abstract: This study aimed to measure customer satisfaction by employing the five key dimensions of the SERVQUAL model. The dimensions of the SERVQUAL model and a focus group method was used to conceptualise a research model proposed for customer satisfaction measurement in the Greek e-banking sector. A questionnaire was designed and administered to 1,026 e-banking users, and a total of 333 respondents replied. For assessment of the measurement model, exploratory and confirmatory factor analysis was used. Additionally, for assessment of the structural model, the partial least squares (PLS) structural equation modelling (SEM) technique was employed. The validated customer satisfaction measurement tool includes three dimensions, namely 'performability', 'responsiveness', and 'assurance', which have significant and positive relationships with the 'customer satisfaction' construct. Due to the locality of the context, we suggest that further research should be conducted to generalise the findings in e-banking and e-commerce. This paper is the first attempt to provide a validated customer-satisfaction-measurement model based on the dimensions of the SERVQUAL model that directly asks customers to weight service attributes while using a tool based on statistical inference from observed associations.

Keywords: customer satisfaction; mixed research method; partial least squares; PLS; structural equation modelling; SEM; e-service; e-banking.

DOI: 10.1504/IJPQM.2026.150889

International Journal of Productivity and Quality Management, 2026 Vol.47 No.1, pp.54 - 78

Received: 07 Nov 2022
Accepted: 03 Aug 2023
Published online: 05 Jan 2026 *

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