Abstract—Information Technology has redefined the parameters of doing the business in almost all industries. The use of online mode of selling products and services has opened doors of new opportunities for companies on one hand and on other hand many obstacles and challenges are also coming in the way of effective and successful use of these new tools. Banking industry is one of the most growing service sectors to shift their major components of services online to their customer. This study aims to examine the service quality of banking websites offering services using E-S-Qual and E-RecS-Qual models in two markets – China and Kingdom of Saudi Arabia (KSA). The outcomes of this study will help in understanding the perception of the online service quality in two countries and also the variation in the culture. Questionnaire was used as a tool of data collection to collect the data from 107 customers in KSA and 115 customers in China, who were using the online banking facilities on regular basis. The constructs were measured using established E-S-Qual and E-RescS-Qual scales for service quality, after essential minor modification. Fulfillment and privacy appears to play a very critical role in percevied value for Chinese online customers while it is not very important for KSA customers. Similarly, efficiency and responsiveness were more important for KSA customers compared to their counterparts. In addition to this the outcome of the results advocated that scales of E-S-Qual and E-RescS-Qual can be successfully implemented in the online banking sector. The finding of this study can provide a solid base to replicate the same or related studies in the respective regions.

Index Terms—Chinese online banking customers, E-S-Qual, E-RecS-Qual, online banking, perceived online service quality, Saudi Arabian online banking customers.

A. Mahmood A. Awan is with SolBridge International School of Business, Daejeon, S.Korea (e-mail: mawan@solbridge.ac.kr). 
B. Habib Ullah Khan is with Qatar University, Doha, Qatar (e-mail: habib.khan@qu.edu.qa). 
C. Wenqing Zhang is with SolBridge International School of Business, Daejeon, S. Korea (e-mail: wzhang@solbridge.ac.kr).

Cite: Mahmood A. Awan, Habib Ullah Khan, and Wenqing Zhang, "A Comparative Study on Online Service Quality Perception of Two Major Regional Economies," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 2, no. 6, pp. 529-533, 2012.