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A moderated-mediation model of perceived enjoyment, security and trust on customer satisfaction: evidence from banking industry in India
Journal of Asia Business Studies Pub Date : 2022-07-26 , DOI: 10.1108/jabs-03-2022-0089
Meharaj Banu Abdul Sathar , Malini Rajagopalan , Shaik Mohamed Naina , Satyanarayana Parayitam

Purpose

This study aims to investigate the relationship between perceived usefulness, ease of use and adoption of online banking by customers in the Indian context. Using the technology acceptance model (TAM) as the base, this study underscores the importance of perceived enjoyment, security and trust in influencing customer satisfaction.

Design/methodology/approach

Using a structured survey instrument, this paper gathered data from 476 respondents in the southern part of India. First, the instrument’s psychometric properties were tested, and hypotheses were tested using Hayes’s PROCESS macros.

Findings

The results indicated that (i) perceived usefulness and perceived ease of use are positively related to the attitude of the consumers to use online banking, (ii) attitude to use is positively related to adoption intention and (iii) adoption intention positively predicts customer satisfaction. The results also reveal that (i) perceived enjoyment moderates the relationship between attitude to use and adoption intention, (ii) trust moderates the relationship between adoption intention and customer satisfaction and (iii) security (second moderator) moderates the moderated relationship between trust (first moderator) and adoption intention on customer satisfaction.

Research limitations/implications

As with any survey research, self-report measures have the inherent problems of common method bias and social desirability bias. However, the authors have taken adequate care to minimize these limitations. In addition, the research has implications for consumer behavior concerned with online banking.

Practical implications

This study contributes to both practicing managers and the literature on online banking. The study suggests that bank managers need to focus on ensuring security and earning customers’ trust to motivate them to adopt online banking.

Social implications

The study contributes to society by unraveling the antecedent conditions leading to accepting innovative changes initiated by banks. Especially in rural and cooperative banks, customers adopting online banking helps save their time and energy in visiting the physical locations of banks.

Originality/value

This study provides new insights into the complex relationships among variables contributing to customer satisfaction. The double-layered moderated moderated-mediation conceptual model developed and tested in this study is a novel idea that makes a significant contribution to the growing literature on online banking.



中文翻译:

感知享受、安全和信任对客户满意度的调节中介模型:来自印度银行业的证据

目的

本研究旨在调查印度客户感知有用性、易用性和采用网上银行之间的关系。本研究以技术接受模型 (TAM) 为基础,强调感知享受、安全和信任在影响客户满意度方面的重要性。

设计/方法/途径

本文使用结构化调查工具,收集了印度南部 476 名受访者的数据。首先,测试仪器的心理测量特性,并使用 Hayes 的 PROCESS 宏测试假设。

发现

结果表明 (i) 感知有用性和感知易用性与消费者使用网上银行的态度正相关,(ii) 使用态度与采用意愿正相关,以及 (iii) 采用意愿正向预测客户满意度. 结果还表明 (i) 感知享受调节使用态度和采用意愿之间的关系,(ii) 信任调节采用意愿和客户满意度之间的关系,以及 (iii) 安全(第二调节者)调节信任之间的调节关系(第一主持人)和采用意愿对客户满意度的影响。

研究局限性/影响

与任何调查研究一样,自我报告措施存在共同方法偏差和社会期望偏差的固有问题。然而,作者已采取足够的措施来尽量减少这些限制。此外,该研究对与网上银行有关的消费者行为也有影响。

实际影响

这项研究有助于执业经理和网上银行的文献。该研究表明,银行经理需要将重点放在确保安全和赢得客户信任上,以激励他们采用网上银行业务。

社会影响

该研究揭示了导致接受银行发起的创新变革的先行条件,从而为社会做出了贡献。特别是在农村银行和合作银行,客户使用网上银行有助于节省他们去银行实体网点的时间和精力。

原创性/价值

这项研究为了解影响客户满意度的变量之间的复杂关系提供了新的见解。在本研究中开发和测试的双层调节调节概念模型是一个新颖的想法,对不断增长的网上银行文献做出了重大贡献。

更新日期:2022-07-26
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