The Impact of Cognitive versus Affective Aspects on Consumer Usage of Financial Service Delivery Channels



Table 1: Comparison of the factor analysis between the four channel strata

Factor title

Debit-card
channel

Telephone-
based
channel

Internet-
based
channel

Branch
channel

Factor
belonging
to group a

Perceived Service Quality
__________(5 dimens.)b_________

X
(α=0.926)

X
(α=0.939)

C

Perceived Service Quality
__________(4 dimens.)__________

X
(α=0.907)

X
(α=0.899)

C

Enjoyment with Technology

X
(α=0.741)

X
(α=0.749)

X
(α=0.739)

X
(α=0.784)

A

Preference for Technological
Interfaces

X
(α=0.618)

X
-

X
(α=0.623)

X
(α=0.757)

A

Desire for Control

X
(α=0.504)

X
(α=0.6)

X
(α=0.454)

X
-

A

Perceived Communication
Efforts

X
(α=0.666)

X
(α=0.752)

X
(α=0.629)

X
-

C

Tangibles

X
-

X
(α=0.589)

X
(α=0.564)

X
-

C

Perceived Risk

X

-

X
-

X
(α=0.731)

C

Perceived Service Quality of
Technology-based Channels

X
(α=0.635)

X
(α=0.546)

C

Perceived Service Quality of
Human-based Channel

X
-

X
(α=0.686)

C

Enjoyment with Technology
(playful interaction)

X
-

A

Enjoyment with Participation

X
-

X
-

A

Notes:

A = Affective factor

C = Cognitive factor

Perceived service quality five dimensions are the dimensions included in SERVPERF scale (Cronin
and Taylor, 1992). Perceived service quality four dimensions are all of these dimensions, with the
exception of the tangibles dimension.

Single-item factors for which calculation of Cronbach’s alpha is not possible.

Some differences emerged from the factor analysis compared to the variables that
were defined in the model:

• For the debit card and the branch channels, ‘perceived service quality’ comprised
items related to the five dimensions of SERVQUAL. For the telephone-based and the
Internet-based channels, it comprised items of four dimensions, excluding items related to

15



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