Customer switching resistance towards internet banking in Malaysia

Abstract

Internet banking, although proven to be a successful innovation, has still not been adopted by the laggards, and hence, has not met all the expectations of banks. This study, therefore, is aimed at investigating the effects of e-system quality (ease of use, responsiveness, and web content) and e-trust (privacy, perceived risk, reputation, and security) on customer switching resistance (SR) towards internet banking in Malaysia. There are many reasons why customers do not use internet banking in Malaysia. This study employed a cross sectional design and data was collected from 158 respondents from Cyberjaya, Malaysia. The findings indicate that perceived ease of use of current service provider, privacy policies, perceived risk, and security services are the key determinants of customer's reluctance to switch to the current internet banking services. These findings provide a more profound understanding of consumer resistance to internet banking, in addition to offering guidance to service providers.

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