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Factors propelling the adoption of internet banking: the role of e-customer service, website design, brand image and customer satisfaction

Author

Listed:
  • Samar Rahi
  • Mazuri Abd Ghani
  • Abdul Hafaz Ngah

Abstract

In recent years, technology adoption has been seen as a critical and distinct topic in e-commerce research. Looking at the challenges in technology adoption faced by banking sector of Pakistan, this study examined the effect of website design, customer service and brand image on customer's intention to adopt internet banking. Additionally, customer satisfaction is integrated in theoretical framework as a mediating variable. The data for this study was collected from internet banking users. Structural equation modelling (SEM) has employed to evaluate the hypothesised relationships. The results of this study revealed that the adoption of internet banking in Pakistan is motivated by a set of specific factors (i.e., website design, e-customer service, customer satisfaction and brand image). Practically, these results will help policy makers to understand critical factors that influence on customer's intention to adopt internet banking in Pakistan. Finally, limitations and future research directions have been discussed.

Suggested Citation

  • Samar Rahi & Mazuri Abd Ghani & Abdul Hafaz Ngah, 2020. "Factors propelling the adoption of internet banking: the role of e-customer service, website design, brand image and customer satisfaction," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 33(4), pages 549-569.
    • Handle: RePEc:ids:ijbisy:v:33:y:2020:i:4:p:549-569
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    Citations

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    Cited by:

    1. Nguyen Hong Quan & Nguyen Thi Binh & Bui Thi Ly, 2022. "Impact of smart locker use on customer satisfaction of online shoppers in Vietnam," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-11, December.
    2. Mohammad Ali Yamin, 2021. "Investigating the Drivers of Supply Chain Resilience in the Wake of the COVID-19 Pandemic: Empirical Evidence from an Emerging Economy," Sustainability, MDPI, vol. 13(21), pages 1-16, October.
    3. Roshayati Abdul Hamid, 2022. "The Role of Employees’ Technology Readiness, Job Meaningfulness and Proactive Personality in Adaptive Performance," Sustainability, MDPI, vol. 14(23), pages 1-16, November.
    4. Budi Setiawan & Thich Dai Phan & Jennifer Medina & Martijn Wieriks & Robert Jeyakumar Nathan & Maria Fekete-Farkas, 2024. "Quest for financial inclusion via digital financial services (Fintech) during COVID-19 pandemic: case study of women in Indonesia," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 459-473, June.
    5. Afnan Ibrahim Alothman & Soad Abdullah Al-Meshal, 2022. "The Impact of Website Design and Customer Support on Customer Experience and Its Relation to Fintech Adoption Intention in Saudi Arabia," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 14(1), pages 126-126, December.

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