International Conference on Business, Finance and Geography (ICBFG'2012) December 18-19, 2012 Phuket (Thailand) Effect of Service Quality Dimensions on Adoption of Internet Banking– An Empirical investigation of Customer’s Perspectives in

Dr. G S Gireesh Kumar, Bijoy A P and Ajimon George

Abstract-The purpose of this research is to examine the Online banking is the practice of making bank interrelationship between the IB service quality dimensions and transactions, both informational and transactional, via, adoption of IB by customers in Kerala. Using a structured internet. Thanks to technology, and the Internet in questionnaire, primary data were collected from 240 IB users from particular, one can no longer have to leave the house. One both public sector banks and private sector banks, identified can shop online, communicate online and even randomly from various parts of Kerala. It is quite evident that adoption of IB by customers is a function of various service do banking online. Online banking allows us to make quality dimensions and extent of adoption is determined by the deposits, withdrawals and pay bills all with the click of a level satisfaction on various elements. Multiple regression was mouse. used to study the interrelationship between dependent variable Internet banking is defined as “the provision of retail and (Adoption i.e., Years of IB use) and independent variables (web small value banking products and services through security, reliability, responsiveness, fulfilment, efficiency and electronic channels. Such products and services can include privacy). The findings indicate that the strongest predictor based deposit-taking, lending, account management, the provision on Beta values is website security followed by privacy and of financial advice, electronic bill payment, and the responsiveness. The banks should take appropriate strategies and provision of other electronic payment products and services tactics to empower and delight customer force to popularise and penetrate IB services since it is cheap, convenient and easily such as electronic money”[1]. accessible. Findings of the study may assist banks immensely in According to Khalfan, et al.,[2] reasons for e-banking addressing the user problems and understanding their perceptions infrastructure investment include the promise of transaction influencing adoption decision. cost reduction by limiting overheads associated with bank staff and bank branch costs and to provide better services to Keywords--e-services, Internet Banking, IB adoption, Service customers who increasingly desire 24 hour banking. Indeed, quality dimensions, web security. Almogbil [3] note that a common reason for bank adoption of e-banking is to maintain the bank’s competitive position I. INTRODUCTION and image. HE marvellous kinds of innovation in technology and T hard line blend of it with information technology made II. STATEMENT OF THE PROBLEM a paradigm shift in the banking industry. Technology Changes in banks’ external environment, including itself created its world in the globe of human beings. globalization and deregulation, have made the banking Internet banking is a service that allows consumers to sector highly competitive. Banks find it hard to compete on perform a wide range of financial and non-financial price, and need to look at other ways to retain customers. services through a bank’s website. With the rapid diffusion As customers become more sophisticated, it becomes of the Internet, web-based banking has fast become an imperative for banks to consider the use of technology to alternative channel to provide banking services and respond to their continuously changing requirements. But products. current scenario in India shows that pace at which Internet banking is a kind of system that enables financial technology in Internet banking proceeds doesn’t march with institutions, customers, individuals or businesses, to access the customers’ usage rate. accounts, transact business, or obtain information on Modern banking is high-tech, electronic and tech-savvy. financial products and services through the Internet. Online Banking institutions are adopting most modern technology banking (or Internet banking) allows customers to conduct to deliver high value added and customised services at the financial transactions on a secure website operated by their doorstep of the customers round the clock. Though there is retail or virtual bank, credit union. deliberate attempt from banks to propagate and penetrate internet banking, it is seen that only a fraction of customers Dr. G S Gireesh Kumar, Associate Professor & Research Guide, are using IB services. There are diverse hidden risks Department of Commerce, Nirmala College, Muvattupuzha, Kerala-686 661, S. INDI, E Mail: [email protected] inherent in IB which de motivates a prospective customer to Bijoy A P, Department of Commerce, Nirmala College, use it. Existing literature reveals that studies conducted on Muvattupuzha, Kerala-686 661 the topic are scanty. Hence there is a dire need to conduct a Ajimon George, Associate Professor, Department of Commerce, study of this kind which is expected to be a pioneering on in Marian College, Kuttikkanam, ` Idukki District, Kerala-685585. the field. The proposed study intends to analyze customer

182 International Conference on Business, Finance and Geography (ICBFG'2012) December 18-19, 2012 Phuket (Thailand)

adoption of IB, service quality dimensions in IB and the environment. Service quality in relation consists of nine interrelationship between the two. The problem is stated as clear dimensions: reliability, clout, reputation, awareness, “Effect of Service Quality Dimensions on Adoption of competitiveness, collaboration, accessibility, competence Internet Banking in Kerala – An Empirical assurance. The nine-dimensional construct identified shows investigation of Customer’s Perspectives”. The research paper is an attempt to answer the following high reliability and good validity in statistical terms. The intricate questions: findings of the study titled “Internet Banking Acceptance in 1. What are the IB Service Quality dimensions in the the Context of Developing Countries: An Extension of the banks of Kerala? Technology Acceptance Model” [10] indicate that the 2. Is there any interrelationship between Service Quality security, quality of the Internet connection and awareness dimensions and Adoption of IB? about Internet banking and its benefits have significant effects on the perceived usefulness (PU) and perceived ease III. REVIEW OF LITERATURE of use (PEOU) of Internet banking acceptance. It was Internet banking has been an area of interest to social scientists in many parts of the world. There are several revealed that the effects of education and trust also have significant studies conducted to analyse the perceptions of significant impact on the attitude towards the acceptance IB users on multitude of dimensions which influence the Internet banking. Factors affecting consumer acceptance use of IB. and adoption of Internet banking have been investigated in Mc Quitty and Peterson [4] referred to Georgia Institute many countries such as the US [11 &12], Europe [13, 14, of Technology study which revealed that the quality of 15, &16]. information, ease of ordering and reliability are significant in IB than security aspect. IV. OBJECTIVES OF THE STUDY Van Riel [5] made an extensive study on customer expectations on e service quality using 159 samples The present study is based on the following specific consisting of college students. Using the SERVQUAL objectives:- model five dimensions analysis covered e service quality 1. To identify various service quality dimensions in Internet dimensions such as tangibility, reliability, empathy, Banking in Kerala. customisation, security and responsiveness. Researchers 2. To study the interrelationship between adoption of IB by commented that companies improve the quality of their customers and service quality dimensions. services continuously making sure that they compete at the level of the highest standards in the market. V. HYPOTHESES Sarel and Marmorstein [6] argued that from customer’s To have a disciplined guidance to the enquiry, the following perspective, banks seem to be continuously improving the hypotheses were formulated and tested: service, offering more capabilities and increasing reliability. 1. The ‘Website attribute’ dimension of service quality Several respondents reported that having access to fast has a positive effect on adoption of IB. internet connections, at home or at work, made the 2. ‘Reliability’ dimension of service quality has a experience better. The study also revealed the various positive effect on adoption of IB. deficiencies involved in developing online capabilities. 3. ‘Responsiveness’ dimension of service quality has a Parasuraman et al. [7] conducted an extensive positive effect on adoption of IB. 4. ‘Fulfillment’ dimension of service quality has a exploratory study based on an empirically tested multiple positive effect on adoption of IB. item scale called E-S-Qual to assess service quality of 5. ‘Efficiency’ dimension of service quality has a online shopping providers. The identified 4 prominent positive effect on adoption of IB. factors which influence buying decision which are 6. ‘Privacy’ dimension of service quality has a efficiency, fulfilment, system availability and privacy. positive effect on adoption of IB. Huei-Chen [8] studied dimensions of consumer perceived online risks that are usually considered from customer’s VI. METHODOLOGY OF THE STUDY perspective. Personal risk, privacy risk and performance risk embodies the customer perception on quality of online The study mainly depends on primary data which have services. been collected from a sample of 240 respondents in Kerala. Hermen Jan Van Ree [9], in his PhD research study titled The samples were identified randomly from different parts of Kerala by giving due importance to both public sector “Service quality indicators for business support services” banks and private sector banks in the State. The data are customising the SERVPERF methodology to measure collected by using a pre-drafted and pre-tested service quality in a business-to-business context and Questionnaire. Pre-drafted questionnaire was tested among subsequently testing it on both customers and suppliers of 30 respondents and necessary modifications were made. cleaning, catering and security services, the research led to The final questionnaire was delivered among 280 a number of important and valuable insights concerning the respondents in the municipality and collected 240 partly/completely filled questionnaires. The banks selected service quality construct in a business-to-business include and

183 International Conference on Business, Finance and Geography (ICBFG'2012) December 18-19, 2012 Phuket (Thailand) from Public Sector and and ICICI Bank from youngsters (below 35 years), which confirms the previous Private Sector. Out of 156 respondents in Public Sector, 68 literature that most of the users of IB are young. are from SBI and the rest (88) from SBT. Out of 84 from Gender wise, it is found that 75 % of respondents are private sector, 39 are from Federal Bank and the rest (59) male and 25 % female. This corroborates the findings of from ICICI Bank. many previous studies that male dominates the IB The data collected have been analyzed by using various population. statistical and mathematical techniques. Descriptive The respondents are predominantly post-graduates (43.3 statistical tools like percentage analysis, mean, standard %) and graduates (33.3 %), only 6.7 % are under graduates deviations, correlations. Regression Analysis has been used and 16.7 % technical qualifications. This implies that the to study the interrelationship between variables. major chunk the respondents have high education qualifications with graduation and post graduation. VII. ANALYSIS AND INTERPRETATION OF DATA With regard to employment status, the respondents were A. Sample Profile a mix of students (38.3 %) business men (11.7 %) The respondents who participated in the study are agriculturists (43.3 %) employed (36.7 %) and self- grouped into various categories on the basis of sector, age, employed (10.0 %). It is quite obvious that the students as gender, education qualification, monthly income, well as employees dominate the sample population. occupation, level of computer knowledge etc. The The study reveals that half of the respondents earn respondent’s profile is exhibited in table 1. monthly income below 30000. But 47 per cent of TABLE I: SAMPLE PROFILE respondents have a higher income above Rs.45000. Characteristics Groups Frequenc Per All of the respondents have the knowledge of computer y cent operation. Among them 52 % have average knowledge and Public 156 65 30 % have advanced knowledge in computer operation, but Sector Private 84 35 only 18 % have the basic knowledge of the same. Hence, a Total 240 100 wide majority of IB users posses a good knowledge about <25 92 38.3 computer operation, and is in line with many studies which Age 25-35 64 26.7 found that IB users are generally tech savvy. 36-45 20 8.3 >45 64 26.7 B. Service Quality in Internet Banking Total 240 100 After analyzing the internet banking services in banks, Gender Male 180 75 are asked to the different respondents related to the IB Female 60 25 service & their expectation about it. The following Total 240 100 information is gathered which is helpful to observe the U G 16 6.7 customer satisfaction about online banking services. 60 Education Graduate/PG 80 33.3 respondents are valuable customers of online banking qualification: Professional 104 43.3 services. Few demographic & variable questions are asked Technical 40 16.7 for taking swift concept about customer satisfaction.The Total 240 100 components of e-banking and outcomes of customer Student 16 6.7 satisfaction items are measured on 5-point Likert- scale Occupation: Business 80 33.3 ranging from 5 (strongly agree) to 1 (strongly disagree). For Agriculture 104 43.3 the e-banking and outcomes of customer satisfaction Employee 40 16.7 dimensions, the research respondents are asked to indicate Self- 240 100 the degree of agreement or disagreement on the e-banking employed items that banks used e-banking technique in order to Total achieve customer satisfaction. For the outcomes of < 15000 92 38.3 satisfaction, the respondents are asked to indicate how Monthly 15000-30000 28 11.7 important they believed of customer satisfaction. Income 30000-45000 8 3.3 Multiple items are used to assess their measurement 45000-60000 88 36.7 properties. Consistent with the literature, the scale items >60000 24 10.0 selected for the dependent variable are direct measures of Total 240 100.0 customer satisfaction with influences received from Basic 44 18.3 adoption of e-banking functionality as independent Computer Average 124 51.7 variables. This format has been recommended for Knowledge Advanced 72 30 marketing and banking surveys. Total 240 100 Source – Primary data C. SQ Dimensions (Independent Variables) This multiple items of the various dimension of service From Table 1, the sample consumers are mostly in the quality of IB are grouped under five headings. They are: age group of below 25 (38.3 %) and 25-35 (26.7 %). It is • Website attributes (SQWEB): (1) User friendly website evident from the table that most of the respondents are help facility (2) Clarity in WebPages (3) attractive

184 International Conference on Business, Finance and Geography (ICBFG'2012) December 18-19, 2012 Phuket (Thailand) appearance of WebPages, and (4) Website is availability of F. Reliability Website in understandable language The reliability of the redrafted research instrument was • Reliability (SQREL): (1) Accuracy of information in assessed on the basis of Cronbach’s alpha co-efficient [17]. the website (2) Trust in IB service offered on website (3) Delivery of IB service as promised (4) Timely updation of TABLE II: RELIABILITY CO-EFFICIENT- CRONBACH’S ALPHA website. • Responsiveness (SQRESP): (1)Quick handling of SQ Dimensions No. of Cronbach’s customer complaints (2) Quick response to customer quires, Items alpha (3) Prompt compensation to customers for transaction errors (4) Information is given on what to do IB transaction SQ Web 5 .737 are not processed. SQ REL 4 .685 • Fulfilment (SQFUL): (1) WebPages load promptly, (2) SQ RP 4 .716 Log in to IB website is fast, (3) No problem of locking or SQ FUL 4 .842 freezing webpage while processing (4) Quickly SQ EFF 4 .898 confirmation of the service requested. SQ PRI 4 .872 • Efficiency (SQEFF): (1) Fast Login and logout facility Overall SQ Dimensions 25 .892 (2)Finding and doing what I need is easy and simple, (3)Easy options for cancelling transactions (4) IB website The values of Cronbach’s alpha range from 0 to 1. The of my bank always satisfy all my service needs. reliability co-efficient of all variables are depicted in table2. • Privacy/security (SQPRI): (1)The bank ensures It is noted that the reliability coefficients of all the variables security and confidentiality of financial transactions (2) individually and together are above the cut-off point of .6, Personal information in my banks site is secured and which is considered fair for the research. The reliability co- protected, (3)The bank will never misuse my personnel efficients ranges from .685 to .898. It can be constreamed information (4)I feel safety in my IB transactions with my that the research instrument and variables included are of bank. reasonable reliability and have good internal reliability co- The respondents responded to questions under each efficient. variable on five point Likert Scale with “Strongly Agree” dictating the highest level of satisfaction (Score of 5), G. Regression Assumptions “Strongly Disagree” as the highest level of dissatisfaction ( The basic assumptions of parametric statistical tests such Score of 1). The actual scores are collected, summated, as regression should be carefully followed for reliable averaged and compared across different groups to draw findings. As per the methodologies recommended by well meaningful conclusions. Some demographic questions were known researchers (18), the analysis of residuals provides also asked for more interpretation of responses. the best information about regression model’s errors which are used to examine the regression analysis assumptions. D. Adoption of IB - Dependent Variable They are as follows: (1) The assumption of Normal The adoption of IB by customers is assessed on the basis distribution -tested using Shapiro-Wilk which reveals that of years of use. The period for which customers have been standardised errors are normally distributed since all P using IB is an indication of the degree of adoption. values are above.05. (The null hypothesis is that errors are Adoption decision is determined by a wide variety of normally distributed). (2). Multi collinearity assumption- factors and if positive, they are ready to use the same for tested using VIF (Variance Inflation Factor) and tolerance. long without any hesitation. But if they are dissatisfied with If VIF is more than 5 and tolerance less than .2, there is such dimensions, there will be apathy to use the IB. Hence, problem of Multi collinearity [18]. Here all variables pass adoption of IB is a function of various service quality this acid test. (3) The independent errors assumption – dimensions in banks. which is tested with Durbin Watson statistic. If the value of the test is between 1 and 3, this assumption is met. The E. Reliability and Validity value for the present research is 1.855 which is ideal in all The validity of the instrument and scales was assessed by respects. Besides, the correlation between dependent face validity and content validity. To have face validity, the variables and independent variables and themselves is researchers presented the instrument to a select group of analysed and presented in Table IV. experts in the area to comment up on the appropriateness of the instrument and scales to realise the proposed objectives. H. Regression model The questionnaire was restructured in the light of The regression model used for the present study is: suggestions put forward by the experts and administered the instrument for final research. The content validity was Y = a + bi Xi + b2 X2+ b3 X3+ b4 X4 + b5 X5 + b6 X6 examined through extensive and in-depth review of related ...... (1) works on the subject and pretesting of the questionnaire among 30 sample IB customers. Where: Y= Adoption of IB (Years of use), a= Constant, X1 = ‘Website security’, X2 = ‘Reliability’, X3 =

185 International Conference on Business, Finance and Geography (ICBFG'2012) December 18-19, 2012 Phuket (Thailand)

‘Responsiveness’, X4 = ‘Fulfilment’, X5 = ‘Efficiency’, X6 satisfaction is perceived. Hence, responsiveness is a crucial = ‘Privacy’. dimension which has strong effect on adoption of IB. Hypotheses (1), (3) and (6) are accepted since all of the TABLE III: DESCRIPTIVE STATISTICS three service quality dimensions have positive effect on customer adoption of IB. The other attributes such as Std. Reliability, fulfilment and efficiency have no positive effect Mean Deviation N on adoption of IB and hence hypotheses (2), (4) and (5) are Adoption 4.41 6.052 196 rejected. Banks should give due significance to website SQWEB 3.9388 .47623 196 security, privacy and responsiveness to increase adoption of SQREL 3.9847 .37006 196 IB by customers. The regression model proposed to predict the adoption of SQRES 3.5969 .59661 196 IB is: SQFUL 3.6122 .68137 196 Y (IB Adoption) =19.367 +.363 (SQWEB) + .232 (SQPRI) SQEF 3.7041 .72620 196 + .190 (SQRES) ...... (2) SQPRI 4.2194 .58317 196 Therefore, website security, privacy and responsiveness are the strongest predictors of variations in the customer VIII. ANALYSIS AND FINDINGS adoption of Internet Banking.

To test the hypotheses, multiple regression analysis IX. CONCLUSION divulged the effect of independent variables-SQ dimensions on the dependent variable –adoption of IB. The prime aim of this research study was to identify the H1: The Service Quality dimension Website attribute has prominent service quality dimensions in IB in Kerala and a positive effect on Adoption of IB. also to study the interrelationship between service quality Table 5 shows the results of multiple regression analysis dimensions and IB adoption. The essence of the proposed of the independent variable website attribute on the study was the identification of strongest predictors of the adoption of IB (Years of use). The model R square is 0.181 service quality dimensions on IB adoption. Internet which is significant at .000. Regression findings indicate Banking is a convenient medium of transacting banking that there is a significant and positive relationship between business economically and efficiently, anywhere and website attribute and IB adoption (Table VI). The strongest anytime. Penetration of IB among customers is at slow pace predictor of adoption is website attribute which has highest owing to myriad reasons. Adoption decision in IB is Beta value of .363. There the hypothesised interrelationship influenced mainly by five dimensions which are considered between website attribute and adoption of IB is accepted. for in-depth analysis ie., website attributes, reliability, The second strongest predictor in the regression model is responsiveness, efficiency, fulfilment and privacy. Multiple Privacy since it has the second largest Beta value of 0.232 regression analysis findings indicate that there is positive which is also significant at 5 per cent significant level (p and significant effect in the case of website security, value .003). Responsiveness is the third strongest predictor; privacy and responsiveness on the adoption of Internet the Beta value is .190 and is significant at 5 per cent level banking in Kerala. The strongest predictor is website of significance (.027). All other variables are excluded from attribute which has positive and significant relationship the regression model as they have no significant effect on with IB adoption. It is suggested that banks should take dependent variable Adoption (Years of use). appropriate strategies and tactics to ensure web security and This finding provides a strong support to service quality privacy by responding to the customer positively to redress literature review which advocates that a well-designed, their problems. Website security therefore is a Critical reliable, secure, and highly responsive and customised bank Success Factor in the effective delivery of IB services and website would be able to provide high quality of banking bank’s website should be easy to handle and view, easy to services which can ultimately boost customer satisfaction make all the necessary electronic contracts, attractive, well and large scale adoption of IB. Website security therefore coloured in a professional manner and should definitely is a raison de’tre in effective delivery of IB services. A convey a banks image. The bank management should website should be easy to handle and view, easy to make all realise that website is the silent communicator with the necessary electronic contracts, attractive, well coloured customers and a permanent marketing tool which influences in a professional manner and should definitely convey a customer attitude, adoption and satisfaction. The second banks image. Privacy in IB is a serious concern of strongest predictor is security/privacy which is highly customers as it is exert greater influence over adoption. important since IB is prone to risk of fraud. It is the Financial security and confidentiality, protection of legitimate responsibility of the provider to ensure security personal information in the website, belief that bank will and safety in all IB transactions. not misuse the personal information and feeling of safety in Responsiveness is a crucial dimension, the third strongest doing IB with the bank are the most significant elements of predictor, which has strong effect on adoption of IB. To privacy/security. The customers are much more concerned create a highly responsible bank for internet banking, a about this factor which has positive effect on adoption of bank should frame a customer oriented and customised IB. It is also noted that more responsive a bank in dealing website, has accessible and responsive staff, experienced, with its customers, the higher adoption and customer talented and skilful employees and respond to all customer

186 International Conference on Business, Finance and Geography (ICBFG'2012) December 18-19, 2012 Phuket (Thailand) grievances professionally and quickly. In sum, with the [8] Huei-Chen, H (2007) ‘A study of factors affecting the success of shift in banking from ‘brick and mortar’ banking to ‘click private label brands in Chinese e-markets’, Journal of Technology management in China, Vol.2, No.1, pp.38-53. and portal’ banking, customers prefer to do banking over [9] Hermen Jan Van Ree (2009), Service quality indicators for business their websites. But banks should realise that successful IB support services, Unpublished PhD Thesis submitted to the transactions requires soft and hard skill skills to satisfy University College London, August 2009. today’s impatient and demanding customers. It is observed [10] Sabah Abdullah Al-Somal, Roya Gholami, Ben Clegg, Internet Banking Acceptance in the Context of Developing Countries: An that customers are ready to adopt IB since it provides them Extension of the Technology Acceptance Model Operations values and benefits, convenience, saves time, efforts and &Information Management Group, Aston Business School, money. It should be remembered that Information Birmingham B47ET, Technology skills and expertise are so vital to make UKhttp://webintec.ceram.fr/euromot2008/conftool/uploads/388/1- Internet_banking-Final_copy.pdf. successful IB; they should be combined with marketing and [11] Lassar,W.M., Manolis, C. and Lassar, S.S. (2005). The relationship managerial skills and expertise which are of value from between consumer innovativeness, personal characteristics, and customer’s side. online banking adoption. International Journal of Bank Marketing. Vol. 23 (2),176–199. REFERENCES [12] Kolodinsky, J.M., Hogarth, J.M., Hilgert, M.A (2004). The adoption [1] Basel Committee Report on Banking Supervision (1998). Risk of electronic banking technologies by US consumers. The Management for Electronic Banking and Electronic Money International Journal of Bank Marketing. Vol. 22 (4), 238-259. Activities, Switzerland: bank of International settlements. [13] Littler, D. and Melanthiou, D. (2006). Consumer perceptions of risk [2] Khalfan, A., Yaqoub S.Y. AlRefaei, Y. and Al-Hajery,M. (2006) and uncertainty and the implications for behaviour towards .Factors influencing the adoption of internet banking in Oman: a innovative retail services: the case of Internet banking. Journal of descriptive case study analysis. Int. J. Financial Services Retailing and Consumer Services. Vol. 13 (6), 431–443. Management. 1 (2), 155–172. [14] Pikkarainen, T., Pijjarainen,K, Karjaluoto,H and Pahnila,S. [3] Almogbil, A (2005).Security, perceptions, and Practices: Challenges (2004).Consumer acceptance of online banking: an extension of the facing Adoption of online banking in Saudi PhD Thesis. Washington: technology acceptance model. Internet research.Vol. 14 (3), 24-235. George Washington University. [15] Howcroft, B., Hamilton R., and Hewer, P. (2002). Consumer attitude [4] McQuitty, S and Peterson,R.(2000) ‘Selling home entertainment on the and the usage and adoption of home-basedbanking in the United internet: an overview of a dynamic market place’, Journal of Kingdom. The International Journal of Bank Marketing. Vol. 20 (3), Consumer Marketing, Vol.17, Nos.2/3, pp.233-248. 111–121. [5] Van Riel, A., Sumenjn,J.and Janssen,W.(2003) ‘E –service quality [16] Karjaluoto,H., Mattila,M. And Pento, T. (2002). Factors underlying expectations: a case study’, Total Quality Mangement, Vol.14, No.4, attitude formation towards online banking in Finland. International pp.437-450. Journal of Bank Marketing. 20 (6), 261-272. [6] Sarel and Marmorstein (2003) ‘Marketing online banking to the [17] Sekaran, U.(2003)Research Methods for Business, 4th ed., John indifferent consumer:a longitudinal analysis of bank’s actions’, Wiley & Sons,Inc. Journal of Financial Services Marketing, Vol.8, No.3, pp.231-243. [18] Hair, J.,Anderson,R.and Black,W. (1998) Multivariate Data [7] Parasuraman, A.,Zeithaml, V.a and Malhotra, A.(2005) ‘A multiple Analysis, 5th ed.,Prentice-Hall, Upper Saddle River, NJ. item for assessing electronic service quality’, Journal of Service

Research, Vol 7, No.3, pp.213-233.

Table IV: CORRELATIONS Yrs use SQWEB SQREL SQRES SQFUL SQEF SQPRI Yrs use Pearson Correlation 1 Sig. (2-tailed) N 196 SQWEB Pearson Correlation -.361(**) 1 Sig. (2-tailed) .000 N 196 240 SQREL Pearson Correlation -.105 .437(**) 1 Sig. (2-tailed) .144 .000 N 196 240 240 SQRES Pearson Correlation -.315(**) .568(**) .488(**) 1 Sig. (2-tailed) .000 .000 .000 N 196 240 240 240 SQFUL Pearson Correlation -.066 .389(**) .438(**) .532(**) 1 Sig. (2-tailed) .359 .000 .000 .000 N 196 240 240 240 240 SQEF Pearson Correlation -.171(*) .439(**) .426(**) .612(**) .750(**) 1 Sig. (2-tailed) .017 .000 .000 .000 .000 N 196 240 240 240 240 240 SQPRI Pearson Correlation -.044 .340(**) .485(**) .403(**) .359(**) .546(**) 1 Sig. (2-tailed) .537 .000 .000 .000 .000 .000 N 196 240 240 240 240 240 240 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed).

187 International Conference on Business, Finance and Geography (ICBFG'2012) December 18-19, 2012 Phuket (Thailand)

Table V: MODEL SUMMARY (d) Adjusted R Std. Error of the Model R R Square Square Estimate Durbin-Watson F (Sig)

1 29.14(.000)* .361(a) .131 .126 5.658

18.34(.000)* 2 .400(b) .160 .151 5.577 14.13(.000)* 3 .425(c) .181 .168 5.521 1.857 a Predictors: (Constant), SQWEB * Significant at 1 per cent (p<.001) b Predictors: (Constant), SQWEB, SQPRI c Predictors: (Constant), SQWEB, SQPRI, SQRES d Dependent Variable: Yrs use Table VI: COEFFICIENTS (a)

Unstandardized Standardized Model Coefficients Coefficients t Sig. Collinearity Statistics

B Std. Error Beta Tolerance VIF 1 (Constant) 22.497 3.375 6.665 .000 SQWEB 4.592 .851 .361 5.398 .000 1.000 1.000 2 (Constant) 18.984 3.593 5.283 .000 SQWEB 5.931 .985 .467 6.020 .000 .724 1.381 SQPRI 2.082 .805 .201 2.588 .010 .724 1.381 3 (Constant) 19.367 3.561 5.438 .000 SQWEB 4.613 1.141 .363 4.042 .000 .529 1.890 SQPRI 2.408 .810 .232 2.974 .003 .701 1.427 SQRES 1.932 .869 .190 2.225 .027 .582 1.718 a Dependent Variable: Adoption (Years of use)

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