Investigating linkage between customer value and technology adoption behaviour: A study of banking sector in India

• Irbha Magotra ^[2] ; Jyoti Sharma ^[1] ; Supran Kumar Sharma ^[1]
  1. [1] Shri Mata Vaishno Devi University

     Shri Mata Vaishno Devi University

     India

     
  2. [2] FairField Institute of Management and Technology
• Localización: European Research on Management and Business Economics, ISSN 2444-8834, Vol. 24, Nº. 1, 2018, págs. 17-26
• Idioma: inglés
• Enlaces
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• Resumen

  • The present study has been framed to analyze relationship between customer value perception and their technology adoption behaviour with reference to banking customers in India. Being primary in nature by employing multistage stratified sampling approach, the study has included a sample of 1201 banking customers residing in 12 different cities of India. Further, the relationship between customer value perception and technology adoption has been examined through the development of a model named Integrated Technology Adoption model by applying structural equation modelling approach. The results of the study highlight behavioural intentions towards technology adoption as the strongest predictor of value perception of the customers followed by their personal disposition towards technology adoption, perceived usefulness and perceived ease of use. Based on the findings of the study, probable courses of actions have been suggested to the banks for enhancing value perception of the customers regarding the latest banking technologies, thereby, ensuring long-term profitability and sustainability.