Employees or technology-based services: a practical study of predicting brand equity within the UAE retail banking context

This paper, for the first time in the literature, not only investigates the role of online service quality in establishing bank equity, but also testing this role on the existence of employee-based services. A survey was designed and data was collected from a convenient sample of bank customers who use both online and employee-based services. AMOS 18 was used to test the hypothesised relationships. Quality factors of employee-based services were...