Abstract
Malaysia's banking sector has undergone significant transformation driven by digital technologies, revolutionizing traditional banking operations and customer engagement strategies. The introduction of digital banking products has redefined the financial landscape, providing unparalleled convenience, accessibility, and financial control to consumers and businesses. Key advantages such as operational efficiency, cost savings, 24/7 accessibility, and real-time financial management have been crucial in driving the adoption and readoption of digital banking services across various demographic segments in Malaysia. The study leverages theoretical frameworks like the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to understand user acceptance and behavior towards digital banking readoption. These models highlight constructs such as performance expectancy, effort expectancy, social influence, and facilitating conditions as essential factors influencing technology adoption. Recent research emphasizes the importance of service quality in mobile banking applications as a determinant of customer satisfaction and loyalty, reflecting the advanced expectations of tech-savvy Malaysian consumers. a rigorous methodological approach, the study examines the factors influencing the readoption of digital banking products among Malaysian consumers. Utilizing Smart Partial Least Squares Structural Equation Modelling (Smart PLS-SEM), the study validates the relationships between perceived benefits and digital banking readoption decisions. The findings reveal that effort expectancy, rather than performance expectancy, is a critical factor influencing readoption, underscoring the importance of usability and convenience. The model explains 66.4% of the variance in readoption behavior, highlighting the complexity of consumer decision-making in digital banking. This study concludes that banking institutions must continuously enhance digital platform functionality and security while prioritizing superior user experiences. Trust, perceived security, and customer service quality remain pivotal in shaping consumer attitudes towards digital banking adoption and readoption, reflecting the dynamic and evolving preferences within Malaysia's digital banking ecosystem.
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