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Investigating Linkage Between Customer Value And Technology Adoption Behaviour: A Study Of Banking Sector In India

Author

Listed:
  • Magotra, Irbha

    (FairField Institute of Management and Technology (India))

  • Sharma, Jyoti

    (Shri Mata Vaishno Devi University (India))

  • Sharma, Supran Kumar

    (Shri Mata Vaishno Devi University (India))

Abstract

The present study has been framed to analyze relationship between customer value perception and their technology adoption behaviour with reference to banking customers in India. Being primary in nature by employing multistage stratified sampling approach, the study has included a sample of 1201 banking customers residing in 12 different cities of India. Further, the relationship between customer value perception and technology adoption has been examined through the development of a model named Integrated Technology Adoption model by applying structural equation modelling approach. The results of the study highlight behavioural intentions towards technology adoption as the strongest predictor of value perception of the customers followed by their personal disposition towards technology adoption, perceived usefulness and perceived ease of use. Based on the findings of the study, probable courses of actions have been suggested to the banks for enhancing value perception of the customers regarding the latest banking technologies, thereby, ensuring long-term profitability and sustainability. / 0

Suggested Citation

  • Magotra, Irbha & Sharma, Jyoti & Sharma, Supran Kumar, 2018. "Investigating Linkage Between Customer Value And Technology Adoption Behaviour: A Study Of Banking Sector In India," European Research on Management and Business Economics (ERMBE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 24(1), pages 17-26.
    • Handle: RePEc:idi:jermbe:v:24:y:2018:i:1:p:17-26
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    Citations

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    Cited by:

    1. Yoon, Byungun & Jeong, Yujin & Lee, Keeeun & Lee, Sungjoo, 2020. "A systematic approach to prioritizing R&D projects based on customer-perceived value using opinion mining," Technovation, Elsevier, vol. 98(C).
    2. Lutete C. Ayikwa & Johan W. De Jager & Elizma M. Wannenburg, 2022. "Analyzing Demographic Clusters Behavior and Perceptions towards eBanking in Emerging Free-Market Economies South Africa and Ukraine," Eurasian Journal of Business and Management, Eurasian Publications, vol. 10(3), pages 190-201.

    More about this item

    Keywords

    Integrated technology adoption model; Banks; Personal disposition; Perceived usefulness; Perceived ease of use; Structural equation modelling; 0;
    All these keywords.

    JEL classification:

    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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