Digital Transformation in the Banking Sector: Evaluating Continuance Usage Intention

Abstract

Abstract Many businesses, including the banking sector, have been impacted by the spread of digital technology to change their business plans, procedures, goods, and services to better serve their clients and enhance their operations. Most crucially, because digital technology platforms enable new business models, traditional product and service creation are no longer necessary. Additionally, the institution is creating operational strategies through digital transformation to help it successfully compete and adjust to the new working environment. Customers currently access financial products and services through automated teller machines, internet banking, and mobile banking. Employing the quantitative research approach, this study seeks to analyze the nexus between perceived usefulness, perceived self-efficacy, perceived ease of use and continuance usage intention towards digital banking services. Empirically, the Smart PLS approach was utilized to examine the relationship between the antecedents (perceived self-efficacy and perceived ease of use) and continuance usage intention towards digital banking service, through the intervening impact of perceived usefulness. 487 data points were collected from customers across the various regions in Ghana. The results suggest that perceived self-efficacy and perceived ease of use have a favourable impact on continuance usage intention towards digital banking services. Most importantly, perceived usefulness emerged as a favourable mediator on the perceived self-efficacy - continuance usage intention relationship as well as perceived ease of use – continuance usage intention affiliation. This study is not only providing beneficial theoretical implications for digital transformation research and the enhancement of continuance usage intention towards digital banking services. It also creates an awareness of the contribution of perceived self-efficacy and perceived ease of use towards digital banking services continuance as well as providing guidelines on the need to concentrate on investing in digital technologies within the banking sector. Further, the survey helps organizations reconsider their digital expertise when designing digital banking service platforms.