Online banking adoption: A factor validation and satisfaction causation study in the context of Indian banking customers
Abstract
Purpose
The study considers a five-factor model toward online banking adoption in the context of banking customers in India and validates the proposed model. In addition, the authors consider the impact of validated factors on overall satisfaction of customers.
Design/methodology/approach
A five-factor online banking adoption model has been tested for reliability and validity by confirmatory factor analysis. For determining contribution of factors toward overall satisfaction level of banking customers structural equation modeling has been adopted. Four explanatory variables have been used to assess the overall satisfaction level of online banking users. A structured questionnaire incorporating variables identified from literature has been used as survey instrument for the study. Final respondent sample was 280 banking customers.
Findings
Trust, Usage Constraint, Ease of Use, Accessibility and Intention to Use as reliable and valid factors determining internet banking adoption among customers in India. Accessibility, Usage Constraints, Intention to Use portrayed strong and significant relationship with overall customer satisfaction. Trust and Ease of Use are relatively weaker and insignificant contributors toward overall customer satisfaction.
Originality/value
The existing studies in the context of e-banking in general and online banking in particular have been majorly confined to proposing key drivers toward adoption of such alternate banking mediums. By providing an insight towards satisfaction level of customers adopting online banking the proposed model attempts to fill this gap. As the study relates to banking customers in India, findings will be of particular value to domestic and foreign banking entities looking to leverage technology as a tool to attain stronghold with an emerging economic set-up.
Keywords
Acknowledgements
Corrigemdum: It has come to the attention of the publisher that the article, Pallab Sikdar, Amresh Kumar and Munish Makkad (2015) “Online banking adoption: A factor validation and satisfaction causation study in the context of Indian banking customers”, published in the International Journal of Bank Marketing, Vol. 33 No. 6, included Dr Amresh Kumar as a co-author of the article.
The authors would like to recognise the contributions made by Dr Amresh Kumar in the acknowledgements section, and sincerely apologise for this mistake. The author guidelines of the International Journal of Bank Marketing make it clear that those who have provided support but have not contributed to the research should be acknowledged in the acknowledgements section of the article. Dr Amresh Kumar has now been removed as a co-author of the article.
Authors acknowledge the generous support received from Dr Amresh Kumar (Research Scholar, Department of Management, BIT Mesra Noida Campus) in interpretation of the output generated from the data analytical process performed as part of this study.
Citation
Sikdar, P. and Makkad, M. (2015), "Online banking adoption: A factor validation and satisfaction causation study in the context of Indian banking customers", International Journal of Bank Marketing, Vol. 33 No. 6, pp. 760-785. https://doi.org/10.1108/IJBM-11-2014-0161
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited