دانلود رایگان مقاله انگلیسی بررسی ارتباط بین ارزش مشتری و رفتار پذیرش فناوری: بخش بانکی در هند - الزویر 2018

abstract

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.

7. Future direction of research

The present research work has attempted to analyze associated aspects of technology adoption and its association with value perception of the customers regarding the latest banking technological developments. However, while interpreting results of the present study, challenges as well as limitations of the study must be taken into account. The responses in the present study are taken on self-reported questionnaires, thereby, increasing the chances of common method variance (Fairbrother & Warn, 2003) though all precautions and checks for the same were made. Additionally, the present study has measured subjective perception of the customers regarding different facets of technology adoption, such as perceived usefulness, behavioural intentions, attitude, etc. which may be influenced by psychosomatic state of mind of the customers at the time of providing responses. Further in future, use of the Integrated Technology Adoption Model can be extended in assessing the technology adoptionbehaviour ofthe users inmandatory settings also. The study can also be planned to extend the Integrated Technology Adoption model with reference to specific banking technologies or with reference to other technologies, such as e-learning, e-commerce, etc. for analyzing the adoption phenomenon of such technologies among the customers. Furthermore, the Integrated Technology Adoption model can also be extended to diagnose dissimilarities in the technology adoption behaviour of the customers belonging to distinct regions/areas, etc. Also, the impact of time on the dynamism of technology adoption and customer value perception may add more useful insight into the phenomenon oftechnology adoption behaviour ofthe banking customers with the help of pooled or panel data using cross-section data for different period of time.