Abstract
The development of information and communication technologies offers innovative opportunities to establish business strategies focused on customer value co-creation. This situation is especially notable in the banking industry. e-Banking activities can support competitive advantages. However, the adoption of e-banking is not yet well-established among consumers. In this sense, the technology acceptance model (TAM) is considered essential in studying consumer behavior applied to adopt a particular technology. According to the TAM model, this study analyses the factors which influence bank customers to adopt e-banking to facilitate their banking services and support the process of value co-creation. Consequently, the authors examine five main aspects of the technology adoption model to provide a broad understanding of bank customers’ consumption of e-banking. A partial least squares structural equation modeling (PLS-SEM) analysis is conducted to evaluate proposed relationships between factors and customers’ e-banking adoption.
Highlights
The rapid growth and development of information and communication technologies (ICT) have enabled companies to create value in a digital environment (Schreieck and Wiesche, 2017)
This study focuses on the following questions: What are the factors that affect a consumer’s use of e-banking? What factors are most important in the consumer’s intention to use e-banking? What type of e-banking is most in-demand, and what strategies around the use of e-banking could the banks and financial institutions follow to increase its use? How can the use of e-banking contribute to customer value co-creation? Through partial least squares structural equation modeling (PLS-SEM) approach and the use of the importanceperformance map analysis (IPMA), this research field provides insights and recommendations to help the banking industry adopt and use e-services by consumers to support the process of value co-creation
This study developed a research framework to understand the factors that contribute to e-banking usage and to benefit business strategies based on the co-creation of consumer value
Summary
The rapid growth and development of information and communication technologies (ICT) have enabled companies to create value in a digital environment (Schreieck and Wiesche, 2017). Internet and technological development have changed how financial services are offered and used (Malaquias and Hwang, 2019). Banks and many financial institutions suggest alternative innovative electronic channels for maintaining a competitive advantage and satisfying customer expectations. E-banking can adapt to clients’ needs, such as performing banking activities, without physically visit an office or an ATM (Malaquias and Hwang, 2019). For this reason, e-banking has considerable value for many financial organizations and customers (Baabdullah et al, 2019)
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