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    Student evaluation of e-service quality criteria in Uganda: the case of automatic teller machines

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    The final, definitive version of this paper has been published in International Journal of Emerging Markets Vol. 6 No. 3, pp. 200-216 (2011). Published by Emerald Group Publishing Limited. DOI: 10.1108/17468801111144049. All rights reserved. (795.8Kb)
    Date
    2010-03
    Author
    Katono, Isaac Wasswa
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    Abstract
    Purpose – This study aims to identify the most important e-service quality evaluation dimensions in an emerging market context, focusing specifically on automatic teller machines (ATMs). Design/methodology/approach – The study employs a triangulation approach, using both qualitative and quantitative methods based on a convenience sample composed mainly of students at Uganda Christian University. Instrument development was based on the results of a qualitative study. The psychometric properties of this instrument were assessed using exploratory factor analysis followed by cross-validation using confirmatory factor analysis. This was followed by hierarchical linear regression to identify the most important dimensions of e-service quality. Findings – The study establishes that tangibles, card issues, reliability and location are the most important student service quality evaluation dimensions of ATMs in Uganda. Research limitations/implications – The study utilized a convenience sample of mainly college age students; however, many of them are working and engaged in business activities. Practical implications – Managers should consider the identified dimensions when designing an ATM network to encourage usage of ATM facilities and decongest their banks. Originality/value – This study is one of the few of its nature in an emerging market context.
    URI
    http://ucudir.ucu.ac.ug/xmlui/handle/20.500.11951/361
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