Determinants of behavioral intentions of banks’ self-service technologies

Pages: 1626-1631
Tarannum Mohan (Department of Management, Punjabi University Regional Centre for Information Technology & Management, Mohali, Punjab)

Despite a large variety of technological channels offered by the banks there are only limited takers for it. Most of the customers are either apprehensive to use it or do not want to use it. Security and privacy have been one major concern. However, making the customer adopt or switch over from branch transactions to self-service technology is a major challenge for the banks. This reduces the cost for the banks and saves it from setting up huge infrastructure. With the growth of self-service technologies, it has become imperative to focus on research in this area and shift focus from inter-personal to technology interface especially in banking. Banks have invested heavily in these electronic channels but only ATM has picked up. Other channels like Internet banking, mobile banking and tele-banking are yet to pick up. This paper examines the factors responsible for customers’ behavioral intentions to use banking self-service technologies like ATM, Mobile banking and Internet banking besides branch banking. Multiple regression model was used to identify these factors. Behavioral intentions was taken as a dependent variable while trust, the ease of use, convenience, social norms, attitude, satisfaction, compatibility, facilitating conditions, behavioral control and usefulness as explanatory variables. A comparison of Public and Private sector banks has been done. The study reveals that customers’ behavioral intentions have a positive effect on adoption. In case of Internet banking, Social Norms and trust are common significant contributors of behavioral intentions.