Role of Socio- Cognitive View and Relational View inUnderstanding the Continued Use of Internet Banking

Abstract

Internet banking service has been renowned as one of the importantchannels for banking institutions to retain customers, increase its productivity, expand its customers’base and maximize revenues. Despite increasing attention has been given on the examinationof internet banking adoption, lack of research has been carried out to identify the issues surrounding the continueduse of such services by customers. In addition, researchers in the past decade started to studyfactors that affect the continued use of internet banking, however most of them ignored thesignificant role of mixing factors from different research views. Neglecting the views that factors belong towhen mixing different factors and ignoring to take strategies and philosophy of those views into account,makes it more difficult to understand and explain how users make continued use ofsuch technology.This study developed a model to determine factors that influence the continued useof internet banking by combining factors from the socio-cognitive view and the relational view.Using a survey questionnaire, 450 questionnaires were distributed to users of internet banking in Libya. The results demonstrated that socio-cognitive view and relational view were applicable to give better understandingto issues of continued use of internet banking. Managerial implications and limitationsfrom the empirical findings were discussed.