Consumer adoption of interactive teller machines: evidence from the Arabian Gulf

Abstract

With the rise of technology, banks have been seeking strategies to retain consumer loyalty. This increases customer's share of the wallet. Offering unified experience across banking channel touchpoints increases customer loyalty. Recently, banks have been executing branch transformation initiatives, utilising new technologies such as interactive teller machines (ITMs). This study investigated the factors that influence banking consumers to adopt the ITMs in the Arabian Gulf region. It combined variables from research related to consumer adoption of digital e-banking services, effects of retail banking services staff, and design of branches. A model based on previous studies and subject matter expert opinions was proposed. Quantitative research was conducted targeting consumers in the Arabian Gulf. Responses were analysed using Pearson's correlation, hierarchical regression analysis, and other statistical analysis tools. The findings of the research suggest that convenience, security, and social influence were the factors that significantly impacted consumer intention to adopt the ITM.