The Determination of User Satisfaction with Personal Internet Banking Services in the Context of Australia

The Determination of User Satisfaction with Personal Internet Banking Services in the Context of Australia

Padid Akbarzadeh Gharib (Department of Science and Technology, Assumption University, Bangkok, Thailand)
Copyright: © 2016 |Pages: 23
DOI: 10.4018/JECO.2016070104
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Abstract

Based on previous studies a theoretical framework of the determinants of an individual's satisfaction using Personal Internet Banking services is formulated incorporating information system success factors complemented by elements of behavioral and environmental uncertainties (multidimensional trust and perceived risk). Data was collected using an online self-administered questionnaire from a sample of 370 users in Australia and analyzed in order to determine the relationships among factors that have significant causal effects on customer satisfaction. The results confirm the importance of some of the factors reported in previous studies but also reveal unreported significant direct and indirect causal effects on customer satisfaction. Practical conclusions provide new perspectives for Australian banks on keeping customers highly satisfied with online banking services, as the main objective of this study.
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Research Design And Methodology

The study aims to develop theoretical knowledge with practical implications for factors that influence the satisfaction of Personal Internet Banking users in the context of Australia.

A field study method is used because it is an economical and feasible approach for measuring complex variables especially in situations where the independent variables cannot be manipulated and the influence of other variables cannot be controlled. In addition, field studies have been shown to identify strong effects on dependent variables which enhances the statistical significance of the results (Boudreau et al., 2001; Cook & Campbell, 1979). The research is: partly basic and partly applied; partly descriptive but mainly explanatory; cross-sectional in time, and it employs descriptive statistical techniques for data analysis and structural equation modeling (SEM) techniques for the analysis and development of a theoretical model derived from existing theory.

The unit of analysis for the study is an Australian individual who is at least 18 years old and has at least one month of PIB experience. The actual size of the target population of such individuals is unknown but is expected to easily exceed 100,000. Consequently, using precision of 5 percent and a 95 percent confidence level, the minimum sample size for the study was determined to be approximately 400 (https://edis.ifas.ufl.edu/pd006). This sample size also ensured the statistical validity of the SEM and other techniques used in the analysis and development of the theoretical model. It was not possible to obtain a sampling frame of all PIB users so, in accordance with Neuman (2006), a purposive (judgmental) sampling method was used, which is appropriate in cases where individuals with particular characteristics are required.

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