A moderated-mediation model of perceived enjoyment, security and trust on customer satisfaction: evidence from banking industry in India

• Published in: Journal of Asia business studies 2023-04, Vol.17 (3), p.656-679
• Main Authors: Abdul Sathar, Meharaj Banu, Rajagopalan, Malini, Naina, Shaik Mohamed, Parayitam, Satyanarayana
• Format: Article
• Language: English
• Subjects: Attitudes; Banking industry; Banks; Cellular telephones; Checking accounts; Customer satisfaction; Customers; Electronic banking; Hypotheses; Information technology; Internet; Technology Acceptance Model
• ISSN: 1558-7894; 1559-2243; 1558-7894
• DOI: 10.1108/JABS-03-2022-0089

Purpose This study aims to investigate the relationship between perceived usefulness, ease of use and adoption of online banking by customers in the Indian context. Using the technology acceptance model (TAM) as the base, this study underscores the importance of perceived enjoyment, security and trust in influencing customer satisfaction. Design/methodology/approach Using a structured survey instrument, this paper gathered data from 476 respondents in the southern part of India. First, the instrument’s psychometric properties were tested, and hypotheses were tested using Hayes’s PROCESS macros. Findings The results indicated that (i) perceived usefulness and perceived ease of use are positively related to the attitude of the consumers to use online banking, (ii) attitude to use is positively related to adoption intention and (iii) adoption intention positively predicts customer satisfaction. The results also reveal that (i) perceived enjoyment moderates the relationship between attitude to use and adoption intention, (ii) trust moderates the relationship between adoption intention and customer satisfaction and (iii) security (second moderator) moderates the moderated relationship between trust (first moderator) and adoption intention on customer satisfaction. Research limitations/implications As with any survey research, self-report measures have the inherent problems of common method bias and social desirability bias. However, the authors have taken adequate care to minimize these limitations. In addition, the research has implications for consumer behavior concerned with online banking. Practical implications This study contributes to both practicing managers and the literature on online banking. The study suggests that bank managers need to focus on ensuring security and earning customers’ trust to motivate them to adopt online banking. Social implications The study contributes to society by unraveling the antecedent conditions leading to accepting innovative changes initiated by banks. Especially in rural and cooperative banks, customers adopting online banking helps save their time and energy in visiting the physical locations of banks. Originality/value This study provides new insights into the complex relationships among variables contributing to customer satisfaction. The double-layered moderated moderated-mediation conceptual model developed and tested in this study is a novel idea that makes a significant contribution to the growing literature on