The moderating effect of user experience on satisfaction with electronic banking: empirical evidence from the Spanish case

Abstract

The aim of this paper is to contribute to the field of satisfaction research from the perspective of electronic banking users--a topic of great interest to financial institutions as they formulate business strategies. In this context, we analyze the possible moderating effect of user experience with the products of a specific institution. A comprehensive review of the scientific literature justified the development of a behavioral model that explains satisfaction using a set of constructs or endogenous variables and the moderating effect of experience. Data was collected from a self-administered Web survey in the authenticated section of the electronic banking service of a prestigious Spanish National financial institution. The analysis tests the relationship between the proposed variables (ease of access, trust, ease of use and usefulness) and demonstrates the moderating effect of electronic banking experience on them. The study was limited to the data of a single financial institution. Caution should therefore be exercised in generalizing the results. The research results provide a number of valuable conclusions for financial institutions. This paper is a pioneer study of satisfaction with electronic banking, especially with regard to the causal relationships between satisfaction and its main determinants.