Customers’ motivation to embrace digital banking in Sri Lanka : a case study of Sampath Bank PLC
Maragaoda, Wanusha S.K.
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Citation:Maragaoda, W. S. K. (2019). Customers’ motivation to embrace digital banking in Sri Lanka : a case study of Sampath Bank PLC. (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Business). Unitec Institute of Technology, Auckland, New Zealand. Retrieved from https://hdl.handle.net/10652/4874
Permanent link to Research Bank record:https://hdl.handle.net/10652/4874
RESEARCH SUB-QUESTIONS: How does ease of use motivate customers to make use of digital banking? o How does usefulness motivate customers to make use of digital banking? o What risk elements motivate customers to make use of digital banking? o What social factors motivate customers to make use of digital banking? o How does value for money motivate customers to make use of digital banking? o What technological elements motivate customers to make use of digital banking? ABSTRACT: Digital transformation has changed the entire banking system, making it accessible and competitive, while improving efficiency and effectiveness. Many local banks in Sri Lanka are now moving towards technology-driven, e-based, banking services. As a leading local bank in Sri Lanka, Sampath Bank invests in digital capabilities to enhance customer services by continually introducing a variety of digital products that give access to convenient, online and cashless banking services. In Sri Lanka, relatively little empirical research has been carried out to examine factors influencing an individual’s motivation to embrace digital banking. Hence, there is a growing need to identify the relevant factors that influence customers’ intentions to use digital banking in the Sri Lankan context. This research used the technology acceptance model (TAM), a commonly applied and empirically supported model of information technology adoption. A qualitative research approach was adopted to address the research questions and objectives, with semi-structured interviews undertaken that collected primary data from 12 participants (six male and six female). To obtain deep insights, this research applied thematic analysis with coding and memo techniques to analyse and interpret the interviews and secondary data. The results reveal that perceived ease of use, perceived usefulness, perceived value for money, and technological factors all have a significant association with intention to use online banking, while social factors are not significant. Risk was also found to be insignificant in this study, therefore, based on the results of prior studies, further studies are suggested to investigate its influence on intention. The research also found that customers’ perceptions of digital banking, are largely based on both monetary and convenient value. This included availability and convenience, mobility and discoverability, maturity of data, fitness for lifestyle, sense of usefulness, security, resource availability, personal image and social standards, corporate networking and maintaining group norms, personality and people’s traits, cost and time benefits, technical capability, and reliability. However, from the bank’s point of view, it is essential when launching promotions for new products and services that they demonstrate the usability of digital technology to increase public awareness of its value.