Abstract
With the continuous technological enhancement of banking services, customers can avail of better, more secure services which present improved opportunities and convenience. Of the many methods available to perform banking operations, customers commonly use traditional banking, online banking, and mobile banking. Each of these existing methods has advantages and limitations that affect customer experience, trust, satisfaction, and continued intention to use such services. In this study, an attempt was made to develop and fit a model to evaluate and measure the effect of perceived characteristics on banking services. To this end, a questionnaire was administered to 91 participants in Korea to investigate their experiences in the three types of services: offline banking (traditional banking), online banking, and automated teller machines (ATM). The factor design for evaluating the user experience through the perceived characteristics of the banking system was performed by conducting exploratory and confirmatory factor analyses. The proposed model exhibited validity and reliability to evaluate the user experience in the banking system. The results obtained can help banking specialists and professionals increase the level of customers’ trust, loyalty, and intention to use their services.
Highlights
As a component of the financial sector, banking is constantly undergoing technological changes [1]
The present study aims to understand the relationship between perceived characteristics in banking services and to extract a mechanism of user experience evaluation in online, offline, and automated teller machines (ATM) services
The present study evaluates user behavior in three predominant, different types of banking services through perceived trust (PT), PS, PC, PEU, and PU
Summary
As a component of the financial sector, banking is constantly undergoing technological changes [1]. Previous studies [2,3,4,5,6] showed that a loyal consumer is willing to pay the same provider, again strengthening its position in the market. This is especially important in the financial sector, where many financial transactions are hidden from the user (for example, an online service). This research purpose is of particular importance for the producers of goods and services in order to ensure a sustainable income and for the technical development of society as a whole, ensuring the introduction of new financial and production technologies [4,9]
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