Exploring Mobile Banking Service Quality: A Qualitative Approach

The purpose of this study is to explore the key dimensions of mobile banking (m-banking) service quality. Four qualitative methods (focus group, in-depth interviews, critical incident technique, and netnography) were used for data collection. Inductive content analysis and Pareto analysis were used to explore the key themes (dimensions). Results demonstrated that privacy and security, customer support, interactivity, efficiency, and content were the key dimensions. The findings of the study provide useful insights for developing a scale to measure m-banking service quality. Practically, the findings will help banks understand consumers’ expectations, and provide directions for providing quality m-banking services.