Jordanian consumers’ adoption of telebanking

Abstract

Purpose – The purpose of this paper is to examine the main factors predicting the Jordanian customers’ intention and adoption of telebanking. Design/methodology/approach – Perceived usefulness, trust, and self-efficacy are all formulated over the proposed conceptual model as key factors determining behavioural intention while the adoption of telebanking is supposed to be predicted by both behavioural intention and perceived usefulness. A self-administered questionnaire was allocated to gather the empirical data from a convenience sample of Jordanian banking customers. Structural equation modelling was applied to validate the conceptual model and verify the research hypotheses. Findings – Statistical results largely support the predictive validity of the conceptual model which is able to account for 68 per cent of variance in behavioural intention. Additionally, perceived usefulness, trust, and self-efficacy (listed in order of their influence) are all found to be significant factors predicting behavioural intention. Behavioural intention and perceived usefulness were also confirmed to have significant influence on the adoption behaviour. Research limitations/implications – The data for the current study were obtained by using a convenience sample of Jordanian banking customers; this could negatively reflect on the result generalisability. In addition, this study fully focused on the customers’ perspective; yet, it has not looked at this problem from the service providers’ perspective. Therefore, future studies should look at this challenge from the service providers’ perspective. Originality/value – This study was able to comprise a fundamental contribution by examining the telebanking as a more novel technology in Jordan, which has not been examined yet. Accordingly, the current study has successfully formulated a deep view regarding the most important aspects predicting the Jordanian customers’ intentions towards such an emerging system. This also helps to provide practical guidelines for banks to choose a suitable marketing strategy that could enhance the customers’ adoption of telebanking.