International Journal of Management Cases 80 deterMinAntS oF CUStoMerS’ PERCEPTIoNS oF ELECTRoNIC SERVICES. AN ANALySIS IN THE GREEK BANKING INDUSTRy EVANGELoS TSoUKAToS depArtMent oF FinAnCe And inSUrAnCe, tei oF Crete, GreeCe Abstract This study attempts to identify the main determinants of customers’perceptions of electronic banking services and assess the impact of these determinants on customer satisfaction. Evidence is drawn from the Greek banking industry. A research instrument based on previous literature and on proposals of two focus groups of customers and bank employees was used for data collection in a convenience sample of 250 customers of electronic banking. In order to qualify for the sample, respondents had to have used at least one electronic banking service during the previous month. The study identifies the factors of service experience, and their underlined attributes, that fall into the quadrants of the importance-performance grid. Hence, it recognizes service delivery areas that are critical in terms of allocating resources and provides guidance for aptly directing resources in order to maintain and/or improve the level of service offered to customers. Further, by assessing the impact of factors of service experience on customer satisfaction the study provides to financial institutions valuable tools for decision making related to the prioritization of resource allocation. The scope and size of its sample are the main limitations of the study. However, its methodology and conclusions provide a solid basis for future research. Financial institutions can utilize the methodology described in this paper to assess their customers’ overall banking experience and keep up with their changing needs and preferences. Keywords: Banking, Electronic Service Delivery, Customer Satisfaction, Greece Introduction electronic service delivery has been widely adopted by banks as an alternative service/sales channel to traditional banking (nath et al., 2001). Significant advantages of e-banking including cut- down transaction costs (eCB, 1999), decreased front-office staffing needs and elimination of time/place constraints seem to be paramount for banking institutions (polatoglu and ekin, 2001; Howcroft et al., 2002; pikkarainen et al., 2004). Few would dispute the positive effects of e-banking on business success (ibrahim, 2006) especially in highly deregulated and competitive financial markets where banks are striving to improve their operational efficiency (lymberopoulos and Chaniotakis, 2005), attract more customers and encourage their loyalty (ibrahim, 2006) the potential of electronic service delivery in enhancing business success has attracted much research attention (e.g. zeithaml et al., 2000, 2002; ibrahim et al., 2006; kuan et al., 2008). However, the understanding of customers’ perceptions of the quality of electronic services and their effects on customer satisfaction is far from complete (Lee and lin, 2005; ibrahim et al., 2006). intense competitive pressures from globalization, deregulation and technology advancements (lymberopoulos and Chaniotakis, 2005; ibrahim et al., 2006) have compelled banks to seek alternative channels to interact with customers and match their ever evolving requirements (Singh et al., 2002; lee and lin, 2005). As customers become more demanding, e-service delivery appears to be implicit for banks in their quest to increase customer base and encourage loyalty (lee and lin, 2005; Semeijn et al., 2005). Understanding customers’ responses to electronic services is of great importance for bank managers as e-banking brings customers just a