Influence of Perceived Ease of Use and Perceived Usefulness of Service Quality in Internet Banking: A Structural Equation Modelling Approach

Ajimon George; Gireesh Kumar G.S

Ajimon George
Gireesh Kumar G.S

Keywords: Internet Banking, Perceived Ease of Use, Perceived Usefulness, Service Quality, Technology Acceptance Model

Abstract

The advent of Information Technology has led to the emergenceof multiple delivery channels like ATMs, telebanking, internetbanking and mobile banking. Internet banking (IB) is a productof e-commerce in the field of banking and financial services.Statistics reveal that IB is one of the fastest rising e-banking
services globally and in India too it is gathering momentum.Therefore, it is essential that service providers must understandhow customers evaluate IB service quality for improving servicedelivery and what are the factors influencing service quality. Thespecific objective of the present study was to investigate the
influence of Technology Acceptance Model (TAM) constructs onservice quality in internet banking. The study revealed thatPerceived Ease of Use (PE) has significant positive direct effect onservice quality and Perceived Usefulness (PU) has significantpositive indirect effect on service quality in internet banking.