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

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.