An internet banking sustainability model towards improving user’s adoption

The increasing competitiveness in the banking services sector urges banks to innovate in developing and utilizing alternative channels continuously. Hence, banking has always been an intensive service industry that relies heavily on technology to acquire, process, and deliver user services and information. The emergence of the internet era has provided a solution for banks to improve the efficiency of service delivery to users while staying competitive in the financial industry. Internet banking sustainability is expected to offer financial customers meaningful access while promoting the usage of suitable options for affordable financial solutions. The research put forward three objectives: to reveal the influencing success factors, analyze the relationships between the identified factors that influence internet banking sustainability towards improving user adoption, and propose an internet Banking sustainability model for improving user adoption. The study opted to use a quantitative study using questionnaires and validated the feasibility of the research through a pilot study among 30 individuals obtaining data verification. The actual study engaged 196 internet banking service users. The data was analyzed using statistical tools such as Statistical Package for Social Sciences (SPSS), Rasch model, and Partial Least Squares- Structural Equation Modelling (PLS-SEM) to test the 18 hypotheses on influencing success factors identified for the study and to evaluate the model. The study discovered that sixteen (16) out of the eighteen (18) theorized hypotheses were met. A few theories, namely the Technology Acceptance Model (TAM), Social Cognitive Theory (SCT), Theory of Planned Behavior (TPB), and Information Systems (IS) success model, were used as unpinning theories to understand the insight of users behavior and to derive the internet banking sustainability model. The model development towards improving user systematic adoption of internet banking was derived from seven (7) factors, specifically website design, ease of use, quality system, social influence, perceived usefulness, perceived ease of use, and intention to use, and ten (10) factors recommended by the experts such as security, trust, electronic word of mouth, rewards, sustainability, commitment, user experience/generation, knowledge, profession, and income. The results of this study provide empirical support for the research model

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