Abstract
There has been many studies carried out on virtual banking adoption, but studies carried out in Malaysia to enhance the virtual banking strategy adoption are limited. Therefore, the objective of this study is to conduct the conceptual model of virtual banking strategies and to find out the key determinants of virtual banking strategies in achieving customers' loyalty in Malaysian perceptive by using Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA) and Diffusion of Innovation (DOI) theories to adopt virtual banking strategies to meet customers need with the advancement in payment system and technology. Results from pilot study shown that banking strategy which being used to test the independent variables in this study is significant in affecting customer loyalty among local banks in Malaysia and correlation test on Equation 1 and 2 suggest the instruments as a measure tool is well suited for this study. This research can be useful for future researchers in this virtual banking domain. However, result may differ with a larger sample size conducted for this study.
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