The adoption of smart banking services from a dual perspective: a qualitative study

Abstract

Purpose

This paper aims to understand the facilitators and inhibitors that might influence customers' adoption of smart banking services (SBS) in Pakistan.

Design/methodology/approach

Semi-structured interviews were conducted with 33 bank customers in Multan and Lahore using a case study design. Cases were selected using a purposive sampling strategy with maximum variation. A thematic content analysis (TCA) was performed to analyze the qualitative data.

Findings

The findings of this study support the notion that SBS has become a sine qua non of 21st-century banking owing to performance expectancy, effort expectancy, social influence, price value, facilitating conditions, habit and hedonic motivation. However, information privacy concerns and big brother effect impair customers' cognitive, personal and social experiences, creating an obstacle toward SBS adoption.

Research limitations/implications

Studying SBS adoption only in Pakistan represents the perspective of a developing country, which limits the generalizability of the findings.

Practical implications

Pakistani customers' demand for SBS can be linked to its performance. By upgrading technology, banks can improve the usefulness of these services.

Originality/value

The first scholarly inquiry explores the facilitators and inhibitors that could influence the adoption of SBS in Pakistan.

Citation

Hassaan, M., Li, G. and Yaseen, A. (2023), "The adoption of smart banking services from a dual perspective: a qualitative study", Kybernetes, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/K-11-2022-1618