An Empirical Study of Customers’ Perception of E-Banking Service Based on Time Usage

Banks have invested heavily in developing online competence in the hope of attracting customers to the new, cheaper service channel. This research attempts to investigate customers’ perception of different time usage of banking website services. This study adopts a convenient sampling strategy and chooses Northern Taiwan residents to be subjects. Research findings are as follows. It means two different types of customers(i.e., short-time usage, long-time usage online banking customers) have different value perceptions of exploration factor, security factor and specialty information service factor but similar evaluations of transaction technicalities factor, decision-making convenience factor and interactive interrogation factor. It implies that the utilitarian functions (transaction technicalities factor, decision-making convenience factor and interactive interrogation factor) are the essential website service for most online banking customers. The results show online banking services need to intensify the core functions and design these utilitarian features as effectively as possible to satisfy all online banking customers’ need. On the other hand, providing better service on exploration and specialty information factor is more successful to keep and attract long-time usage online banking customers.