Title: SSTQUAL model: assessment of ATM service quality in an emerging economy

Authors: Mohd. Adil; Mohd. Nasir; Mohd. Sadiq; Kumkum Bharti

Addresses: Department of Management and Humanities, National Institute of Technology Hamirpur, India ' Department of Commerce and Business Administration, Faculty of Commerce, University of Allahabad, India ' Department of Marketing, University of Otago, Dunedin, New Zealand ' Department of Marketing, IIM Kashipur, Kashipur, Uttarakhand, India

Abstract: This study aims to identify the key dimensions of automated teller machine (ATM) service quality and attempts to analyse the dynamic relationships among service quality, e-satisfaction and e-loyalty in Indian bank industry. Items were drawn from well-known SSTQUAL model, with cultural adjustment and industry specific modifications. A structured questionnaire in English language was used to collect the data from 360 ATM users. Research findings show that security/privacy and enjoyments have emerged as key dimensions that concern ATM users in India. The relative importance of the SSTQUAL dimensions identified in this study provides bank managers with a handbook as to which issues are critical in order of importance. Because of the limited sample size, the research results may lack generalisability. More replicative works are needed to enhance the generalisability.

Keywords: SSTQUAL; automated teller machine; ATM; electronic service quality; e-service quality; electronic word-of-mouth; e-WOM; electronic satisfaction; e-satisfaction; banking.

DOI: 10.1504/IJBEX.2020.109222

International Journal of Business Excellence, 2020 Vol.22 No.1, pp.114 - 138

Received: 06 Jan 2019
Accepted: 12 Mar 2019

Published online: 17 Aug 2020 *

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