Customer adoption of self-service technologies in Jordan: Factors influencing the use of Internet banking, mobile banking, and telebanking

Abstract

Self-service technologies (SSTs) are systems that enable customers to independently access banking services at a time and place of their choosing. Such technologies have been widely incorporated into banking logistical systems to increase the geographical coverage, reduce labor costs and provide customers with a better service, thereby enhancing their satisfaction and loyalty. The fundamental aim of this research is to propose and examine a conceptual model that best explains the key factors influencing Jordanian customers' intentions and usage of SST banking channels: Internet banking, Mobile banking, and Telebanking. The conceptual model proposed was based on the Unified Theory of Acceptance and Use of Technology (UTAUT2). This was extended by adding perceived risk as an external factor. A quantitative approach was selected and data gathered from 348 bank customers was analyzed through Structural equation modelling (SEM) was conducted using AMOS 21. The results show that behavioral intention is significantly influenced by performance expectancy, hedonic motivation, price value and perceived risk; however, social influences do not have a significant influence on behavioral intention. This study makes an important contribution by applying UTAUT2 to examine new technology (SSTs) in a new context (Jordan).