Abstract
PurposeDespite the wide availability of internet banking, levels of intention to use such facilities remain variable between countries. The purpose of this paper is to focus on e-banking in a country with low intention to use e-banking – Jordan – and to explain the slow uptake.Design/methodology/approachA quantitative method employing a cross-sectional survey was used as an appropriate way of meeting the research objectives. The survey was distributed to bank customers in Amman, Jordan, collecting a total of 328 completed questionnaires. SPSS and AMOS software were used, and multiple regression and artificial neural networks were applied to determine the relative impact and importance of e-banking predictors.FindingsThe statistical techniques revealed that several major factors, including perceived ease of use, perceived usefulness, security and reasonable price, stand out as the barriers to intention to use e-banking services in Jordan.Originality/valueThis study theorizes a series of implications on intention to use e-banking. It draws the attention of Jordanian banks to the full functionality of their e-banking systems, emphasizing positive safety features, which could contribute to changing negative customer perceptions. It also contributes to eliciting the theory of customer value among banks by focusing on how they should properly enhance their use of shared value. Moreover, it will present to managers how e-banking predictors can send meaningful and timely information to customers.
Highlights
The pervasiveness of technology defining the twenty-first century is leading banks to adopt a new set of practices
This study integrates structural equation modeling (SEM) with artificial neural network (ANN) to overcome the shortcomings of both techniques by first validating the proposed model using SEM, followed by examining the normalized importance of the significant determinants derived from the SEM analysis
In this study, factors that contribute to enhancing the intention to use e-banking are presented in the context of the banking sector in Jordan by integrating the technology acceptance model (TAM) and theory of planned behavior (TPB) models
Summary
The pervasiveness of technology defining the twenty-first century is leading banks to adopt a new set of practices. Offering multichannel banking has become a competitive necessity and a guarantee of the interaction between banks and their customers (Stoica et al, 2015). Both banks and customers can benefit from e-banking services. Banks can create higher banking efficiency by enabling customers to open accounts, make deposits, transfer funds across accounts and make payments entirely online (Takieddine and Sun, 2016). Customers can undertake financial processes such as buying and fund transfer with speed and convenience (Ling et al, 2016). E-banking services offer benefits to customers because they can perform their transactions and other financial activities from home
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