Examining factors influencing Indian customers’ intentions and adoption of internet banking: Extending TAM with electronic service quality

Amandeep Kaur,Garima Malik

doi:10.21511/im.15(2).2019.04

Abstract

This study conceptualizes and tests an integrative research model based on extended technology acceptance model (TAM) by integrating electronic service quality to strengthen the customer behavioral intention mediated through brand attitude in the context of e-banking in India. This study applies the cognitive, affective, and conative sequence to measure the antecedents and results of electronic service quality. The study has gathered a total of 455 usable responses by self-administered questionnaire through convenience sampling from young employed graduates aged between 16 and 29 years. Structural equation modelling techniques have been applied to the data and the results have provided that dimensions of electronic service quality model (customer service, web design, assurance, preferential treatment, information provision) relate to the electronic service quality. Electronic service quality and perceived usefulness significantly build customer attitude and intention to use internet banking services. However, against the TAM postulation, perceived ease of use does not influence customer’s intention to adopt internet banking service.

Highlights

Information and Computer Technology has become an important tool to achieve competitive advantage
This study conceptualizes and tests an integrative research model based on extended technology acceptance model (TAM) by integrating electronic service quality to strengthen the customer behavioral intention mediated through brand attitude in the context of e-banking in India
Structural equation modelling techniques have been applied to the data and the results have provided that dimensions of electronic service quality model relate to the electronic service quality

Summary

INTRODUCTION

Information and Computer Technology has become an important tool to achieve competitive advantage. Studied the young customer’s perception towards with the development of technology, it e-service quality in mobile banking and reported is expected that the young segment will increase that young customers express the satisfaction with their use of alternative banking services that offer security of transaction, reliability of the operations good online quality service, banks are and compatibility with respect to the websites pro- required to build their systems, which provide seviding easy visualization, dissatisfaction is cure service that takes care of privacy of customreported in respect of lack of constant information ers data, be efficient and responsive to customabout the innovations. The researchers have brought out the scales that Further, previous studies have shown that few of measured the customer perceptions about elec- the dimensions of service quality – efficiency, fultronic service quality in internet banking con- filment, privacy and availability – have positively text Based on these researches, seven factors influenced the intention to adopt internet banking have been identified, namely Efficiency The following hypotheses have been formulated: H3: E-service quality positively influences perceived ease of use

H6: Perceived ease of use positively influences

Measurement instrument

DISCUSSION

MANAGERIAL inference is for customer to start using internet

Findings

CONCLUSION AND FUTURE SCOPE