This study aims to analyze the phenomenon of the intention-retention journey of customers for online banking services in Pakistan, using the technology acceptance model (TAM) and external factors, with a focus on the behavioral aspects of both Islamic and conventional banking users.
This study adopted a quantitative research approach to analyze the intention-retention journey of customers for online banking services in Pakistan. The hypothesized model was examined by the partial least-square structural equation modeling approach.
The results revealed that the benefits and perceived risks are significant, making online banking services a worthwhile adoption. Perceived usefulness, perceived ease of use and subjective norms are essential in predicting the intention to use online banking services among Islamic banking users in Pakistan. Moreover, behavioral traits showed that personality acts as a significant moderator, and planning is also an essential mediator between intention to use and actual usage. In addition, additive variables such as service quality act as a moderator, moderating the relationship between satisfaction and continuous usage. However, satisfaction and service quality are also significant variables, and they are sufficient to predict continuous usage directly.
The most prominent characteristic of the current study is the behavioral aspects of customers, as observed in the pre- and post-analysis. The analyzed model in this study highlighted the antecedents of driving or constraining online banking services, as well as the process of moving from intention to use to continuous usage. This planned model extended the literature on the theories related to technological adoption. This study will help managers measure the external and behavioral traits, as well as customers’ ability to use e-services.
A gap exists in research streams regarding the application of TAM in conjunction with other behavioral theories. Furthermore, the aforementioned technological acceptance model of the broadband life cycle has not been developed in any single study yet. Therefore, to fill the gaps by synthesizing previous studies, this study has been constructed to analyze the intention-retention cycle of customers.
