Investigating the factors affecting customers’ trust and acceptance of online banking: The case of Saudi Arabia

Abstract

The need for online banking technology in the banking industry is important to allow financial institutions to serve their customers worldwide, without having the need to be present in person or face-to-face to benefit from the service. Despite the investment in informational technology and information system infrastructure by Saudi Arabian financial institutions, the Saudi banks have lagged their Western counterparts when it comes to provision of online banking services. Given a relatively recent adoption of online banking in Saudi Arabia, consumer trust in online banking is a critical challenge facing bank managers, warranting further research. The aim of this research is to develop a framework to improve consumer trust toward online banking services and its affect consumer intentions to use the online banking service and e-WOM. The literature included the assessment of relevant theories including social cognitive theory, technology acceptance model and commitment trust theory. These theories formed the basis of formulation of research framework, including development of 12 research hypotheses. Perceived usefulness, perceived ease of use, relationship termination cost, shared value, communication, privacy and demographic factors all have an important role in influencing the extent of trust and the subsequent intention of customers to engage in and use online banking services provided by the financial institutions. When it comes to the literature gap, there remains a relative lack of existence of research on the subject of consumer trust in online banking within Saudi Arabia (Zhou, 2012; Alanezi and Brooks, 2014; AL-Malkawi et al., 2016), which presents a gap in the literature warranting further research. Moreover, most of the prior research on the subject of consumer trust in online banking has concentrated on the information cues such as reputation and information quality (Montazemi and Qahri-Saremi, 2015). This is alongside relatively little attention given to other factors such as perceived usefulness, ease of use, shared value, and privacy/security, which are crucial factors in online banking services (Fatima, 2011; Aloul., 2012; Montazemi and Qahri-Saremi, 2015). Regarding methodology, the positivist research philosophy, deductive approach, survey questionnaire and quantitative data collection and analysis techniques were undertaken. A key rationale for selection of such a methodology is the review of relevant literature, which led to development of research hypotheses that are tested through the survey technique, which is consistent with positivist and deductive research approach. The survey questionnaire request was sent online to 800 research participants (users of online services in Saudi Arabia). Out of these 800, 585 responded (indicating a response rate of an impressive 73%). The response rate was improved through giving regular reminders to the research participants who had not responded to the survey earlier. The findings of this research support the argument that trust in e-bank website play an important role in maintaining long term relationship with customers. Therefore, online banks who deal with their customers in a confidential, transparent and honest manner and ultimately protect the consumers‘ interests are likely to contribute to greater adoption of online banking by customers in Saudi Arabia. Furthermore, it is also concluded that perceived ease of use, trust in online banking website, trust in technology, relationship termination cost, privacy/security, shared value, and communication have positive and significant effect on customer trust in e-bank website, intention to use online banking, and e-WOM.