Abstract
Background: The proliferation of electronic banking has revolutionised the delivery of financial services across the globe. E-banking services offer substantial benefits, such as reduced costs to transact, convenience and flexibility. Despite the considerable penetration of e-banking in South Africa, it remains unclear whether customers are willing to continue using these services, particularly given the safety concerns, because of the high incidence of cybercrime. Objectives: Owing to the paucity of research on customers’ attitude towards continued usage intentions of e-banking services, the aim of this study is to investigate the formation of attitude towards e-banking continued usage intentions among rural banking customers. Method: The study was underpinned by a positivist paradigm, and a descriptive design was employed. Primary data were collected by means of self-administered questionnaires, which yielded 139 valid responses. Regression analysis was utilised during the analysis for hypothesis testing. Results: The results revealed that e-banking attitude is mainly driven by perceived ease of use and perceived usefulness. Furthermore, the results showed that e-banking attitude strongly predicts continued usage intentions. Conclusion: The empirical evidence presented in this study adds value to the existing research on e-banking, particularly in the context of rural banking customers, an area which is largely under-researched in South Africa.
Highlights
The advent of the internet has created unprecedented opportunities for businesses of all kinds, including retail banks, to interact with and create sustainable relations with their customers (Jara, Parra & Skarmeta 2014)
The validity results show that the items loaded well into the scales, with the exception of relationship commitment 1 (RC1), perceived ease of use 1 (PEU1) and perceived ease of use 2 (PEU2)
The results revealed in this study suggest that the salient beliefs of technology acceptance are influential in determining attitudes towards e-banking continued usage intentions
Summary
The advent of the internet has created unprecedented opportunities for businesses of all kinds, including retail banks, to interact with and create sustainable relations with their customers (Jara, Parra & Skarmeta 2014). There is acknowledgement among scholars and practitioners that the proliferation of electronic banking (e-banking) services has revolutionised the delivery of financial services across the globe. Despite the penetration of e-banking in South Africa, a trend which has been noted globally, a sizable number of customers from rural areas still rely on traditional branch-based banking (Mlitwa & Tshetsha 2012; Ramavhona & Mokwena 2016). This problem can be attributed to a multiplicity of factors, but lack of access to the internet is the main one. Despite the considerable penetration of e-banking in South Africa, it remains unclear whether customers are willing to continue using these services, given the safety concerns, because of the high incidence of cybercrime
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