Client Adaptation to Virtual Pag-IBIG Services

The digital transformation of government services has been promoted to improve efficiency, accessibility, and client experience; however, the successful implementation of such platforms depends largely on users’ readiness to adopt them. This study assessed the readiness of clients of the Pag-IBIG Fund – San Francisco Branch and its extension office, the Tandag Member Services Office, to adopt Virtual Pag-IBIG services for loan and benefit transactions. Specifically, the study examined clients’ demographic profile and their level of readiness in terms of digital literacy, perceived usefulness and ease of use, trust and perceived security, accessibility and usability, and legal awareness and institutional support. Persistent reliance on in-branch transactions, despite the availability of online services, underscored the need for a localized assessment of client readiness in a provincial setting. The study employed a descriptive research design and involved 122 Pag-IBIG clients selected through convenience sampling. Data were gathered using a validated and reliable structured questionnaire and were analyzed using descriptive and inferential statistical tools. Results showed that clients were generally Much Ready to adopt Virtual Pag-IBIG services, with legal awareness and institutional support and perceived usefulness and ease of use obtaining the highest mean ratings. Significant differences in readiness were found when respondents were grouped according to income level, internet connectivity, and type of digital device used, while age, sex, and educational attainment showed no significant differences. Security concerns, unfamiliarity with the system, and limited digital skills emerged as the most common barriers. Based on the findings, a Client Adoption Enhancement Framework was developed to strengthen digital literacy, trust, accessibility, and institutional support. The study provided empirical evidence to guide Pag-IBIG Fund administrators and policymakers in improving inclusive and effective digital service delivery at the branch level.