Online banking adoption

Pallab Sikdar · Munish Makkad

102 citations0/0 files storedInternational Journal of Bank Marketing

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Health, Technology, Consumer Behavior

Abstract

Purpose – The study considers a five-factor model toward online banking adoption in the context of banking customers in India and validates the proposed model. In addition, the authors consider the impact of validated factors on overall satisfaction of customers. Design/methodology/approach – A five-factor online banking adoption model has been tested for reliability and validity by confirmatory factor analysis. For determining contribution of factors toward overall satisfaction level of banking customers structural equation modeling has been adopted. Four explanatory variables have been used to assess the overall satisfaction level of online banking users. A structured questionnaire incorporating variables identified from literature has been used as survey instrument for the study. Final respondent sample was 280 banking customers. Findings – Trust, Usage Constraint, Ease of Use, Accessibility and Intention to Use as reliable and valid factors determining internet banking adoption among customers in India. Accessibility, Usage Constraints, Intention to Use portrayed strong and significant relationship with overall customer satisfaction. Trust and Ease of Use are relatively weaker and insignificant contributors toward overall customer satisfaction. Originality/value – The existing studies in the context of e-banking in general and online banking in particular have been majorly confined to proposing key drivers toward adoption of such alternate banking mediums. By providing an insight towards satisfaction level of customers adopting online banking the proposed model attempts to fill this gap. As the study relates to banking customers in India, findings will be of particular value to domestic and foreign banking entities looking to leverage technology as a tool to attain stronghold with an emerging economic set-up.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1951Coefficient Alpha and the Internal Structure of Tests 1998Principles and Practice of Structural Equation Modeling 1967A new scale for the measurement of interpersonal trust1 1971The Theory of Buyer Behavior 2001What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology 1999Building consumer trust online

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