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Factors propelling the adoption of internet banking: the role of e-customer

service, website design, brand image and customer satisfaction

Article in International Journal of Business Information Systems · January 2020

DOI: 10.1504/IJBIS.2020.105870

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Int. J. Business Information Systems, Vol. 33, No. 4, 2020 549

Factors propelling the adoption of internet banking:

the role of e-customer service, website design, brand
image and customer satisfaction

Samar Rahi*
Hailey College of Banking and Finance,
University of the Punjab,
Lahore, Pakistan
Email: sr_adroit@yahoo.com
*Corresponding author

Mazuri Abd Ghani

Universiti Sultan Zainal Abidin,
Terengganu, Malaysia
Email: mazurighani@gmail.com

Abdul Hafaz Ngah

Faculty of Maritime and Business Management,
Universiti Malaysia Terengganu, Malaysia
Email: abdulhafazngah@gmail.com

Abstract: In recent years, technology adoption has been seen as a critical and
distinct topic in e-commerce research. Looking at the challenges in technology
adoption faced by banking sector of Pakistan, this study examined the effect of
website design, customer service and brand image on customer’s intention to
adopt internet banking. Additionally, customer satisfaction is integrated in
theoretical framework as a mediating variable. The data for this study was
collected from internet banking users. Structural equation modelling (SEM) has
employed to evaluate the hypothesised relationships. The results of this study
revealed that the adoption of internet banking in Pakistan is motivated by a set
of specific factors (i.e., website design, e-customer service, customer
satisfaction and brand image). Practically, these results will help policy makers
to understand critical factors that influence on customer’s intention to adopt
internet banking in Pakistan. Finally, limitations and future research directions
have been discussed.

Keywords: brand image; consumer satisfaction; mediation; e-customer service;

internet banking; website design.

Reference to this paper should be made as follows: Rahi, S., Ghani, M.A. and
Ngah, A.H. (2020) ‘Factors propelling the adoption of internet banking: the
role of e-customer service, website design, brand image and customer
satisfaction’, Int. J. Business Information Systems, Vol. 33, No. 4, pp.549–569.

Biographical notes: Samar Rahi is an Assistant Professor of Marketing at

Hailey College of Banking and Finance, University of the Punjab, Lahore,
Pakistan. He holds a PhD in Marketing from the Universiti Sultan Zainal

Copyright © 2020 Inderscience Enterprises Ltd.

550 S. Rahi et al.

Abidin (UniSZA), Malaysia. He has worked with top notch travel tech joint
like Amadeus and Galileo. His current research interests include information
management, business intelligence, e-commerce, product innovation and
technology adoption. His research projects include study of travelling
constraints, brand image, internet banking, customer perceived value, e-service
quality, customer’s perception of public relation and switching cost.

Mazuri Abd Ghani is a Senior Lecturer at the Universiti Sultan Zainal Abidin
(UniSZA). Currently, she is a Deputy Dean of academic and undergraduates at
the Faculty of Economics and Management Sciences UniSZA. Her research
interests are market orientation, brand orientation and building customer-based
brand equity for higher education institutions.

Abdul Hafaz Ngah received his PhD from the Universiti Malaysia Pahang and
currently a Senior Lecturer in School of Maritime Business and Management,
Universiti Malaysia Terengganu. His research interests include halal supply
chain, tourism management, technology adoption and employability skills. His
papers have been published in a several international journals. With his
knowledge, he has been appointed as a reviewer for several international
journals and conferences of repute.

1 Introduction

Internet technology is a useful tool to achieve competitive business advantages and has
great importance in our daily lives. Customers choose internet technology because it is
convenient and timesaving (Gupta et al., 2008; Samar et al., 2017). It has changed the
ways of doing business and has proved strong influence on people lives. Lichtenstein and
Williamson (2006) have compared internet banking and traditional banking and conclude
that internet banking is reliable for bank as well as for customers. Customer wants ease in
their buying and selling process, in this essences companies are focusing to improve their
technological systems (Rahi, 2016a; Rahi and Ghani, 2016b).
Information technology is the most essential service to provide front line function, a
place where you may do not exist but your customer exist and he/she is willing to buy
your products. Mazuri et al. (2017) defined internet banking, that it is a network to
combine the computers all over the world. Bauer et al. (2005) explained that internet
banking involves a process where user gets direct access to a bank account via internet
and can perform banking transactions.
Electronic commerce refers to the use of electronic means and technologies to
conduct commerce in various settings, such as business-to-business (B2B) and
business-to-consumer (B2C) (Jayawardhena, 2004). Reichheld and Schefter (2000)
explained that if your company is providing better service on website, customer
satisfaction will be higher towards internet banking adoption however, if the website is
not user friendly and it does not have a proper content as result you will lose your
customer trust and image. Furthermore, with complex website features customer will
never be satisfied (Samar et al., 2017b). Alternatively, a well-designed website can create
curiosity and attraction to perform operation. Hence, website that would use for internet
banking it must be flexible in operation.
 Factors propelling the adoption of internet banking 551

According to Norsworthy et al. (2008), postulated in their research that if you are
using internet properly it would be powerful for your business and it will enhance the
image and loyalty towards that particular brand hence if you are just service provider
especially in case of banking you must be more conscious about the performance of
operation. Tarı́ and Sabater (2004) narrated that companies must know how to hold the
customers for their survival, and use of internet is the best way to attract customers
anywhere at any time.
Companies should review policies of product development and must get feedback
about their online services. If your customers are giving you proper feedback it predicts
that you are gaining better image via use of internet (Alnaser et al., 2017a). Several
studies have been conducted with a number of determinants that have an influence on
internet banking or, more generally, electronic banking. However, these studies have
failed to explore the internet banking adoption problem. To the best knowledge of the
authors, this study is first in its nature to explore website design (WD), e-customer
service (CS) and brand image (BI) with mediating role of customer satisfaction towards
internet banking adoption in the South Asian context.

2 Literature review

Nowadays, e-service quality is getting importance not only in evaluating of business

success or failure but also in determining consumer experiences in an interactive online
environment (Santos, 2003; Yang et al., 2001). Service quality is primarily involved in
delivering of intangible assets for instance order tracking, product information, customer
rating and product price comparison (Alnaser et al., 2018; Hung et al., 2014). Both
researchers and practitioners have interchangeably used e-service quality as web-service
quality (Samar et al., 2017c; Udo et al., 2010). According to Zhang and Prybutok (2005)
supported that website service quality and e-service quality can be used interchangeably.
Ho and Lin (2010) stated that e-service quality is a type of service that delivered on the
internet. Rahi et al. (2017b) explained that e-service quality is a virtual marketplace
where customers can evaluate, judge and compare the excellence of e-service delivery.
Table 1 Previous studies on internet banking adoption

Theory/method/sample
Reference Findings/recommendations
size/country
Selvanathan TAM, subjective norms, Study concluded that subjective norms and
et al. (2017) security and perceived advantage significantly influence on
advantage/quantitative/ internet banking adoption. Therefore, a
not available/Malaysia non-significant relationship has been found
between security and perceived ease of use
towards intention to adopt internet banking.
Alwan and TAM and service Results revealed that the best predictor of
Al-Zubi (2016) quality/quantitative/ internet banking adoption is website quality
476/Jordan followed by customer trust. Web-service quality
plays significant role towards adoption of
internet banking in banking sector of Jordan.
Source: Author’s own elaboration
552 S. Rahi et al.

Table 1 Previous studies on internet banking adoption (continued)

Theory/method/sample
Reference Findings/recommendations
size/country
Rahi (2015) Image, loyalty/ Findings revealed that internet banking strongly
quantitative/ influence towards bank loyalty. It also showed
437/Pakistan that BI moderates the relationship between
internet banking and customer loyalty. Future
research may conduct with other cities of
Pakistan excluding Lahore and Islamabad.
Santoso and Awareness, usage and Findings revealed that consumer readiness, lack
Murtini (2014) perceived risk/ of internet knowledge, and high administration
quantitative/ cost are the main obstacles in adoption of
401/Indonesia internet banking. Researchers should focus on
other factors that influence adoption of internet
banking such as perceived usefulness perceived
ease of use, social influence facilitating
conditions and the relationship between
behavioural intention and usage behaviour.
Daniel and TAM, government Perceived usefulness, government support, trust
Jonathan (2013) support, trust and and security significantly influence on internet
security/ banking adoption. Further research need to
quantitative/ explore factors such as social influence and the
130/Ghana moderating effect of education and age on
adoption of internet banking.
Roy et al. (2012) TAM, privacy, security Findings indicate that perceived risk has
and trust/ negative influence on internet banking adoption.
quantitative/ Banks should focus on inhibitors of perceived
619/India risk factors of internet banking adoption in
order to retain existing customers as well as
attract new customers. Comparative research
may conduct with these variables to compare
the cultural differences and their influence
technology acceptance.
Njuguna et al. TAM and Technology acceptance model and perceived
(2012) PCI/quantitative/ characteristics of innovation significantly
300/Kenya influence on internet banking usage. Further
research need to explore the moderation effect
of education on the adoption of internet banking
among users.
Yousafzai and TAM and technology Findings revealed that Technology readiness,
Yani-de-Soriano readiness age and gender moderate the beliefs-intention
(2012) model/quantitative/ relationship. Future research may conduct on
435/UK country-specific factors to explain the
differences between UK and other countries.
Hanafizadeh and TRA and perceived Results suggest that perceived risk plays a
Khedmatgozar risk/quantitative/ mediating role between internet banking
(2012) 414/Iran awareness and internet banking adoption
intention. Future research may conduct with the
cultural and economic dimension to see the
relationship of internet banking adoption.
Source: Author’s own elaboration
 Factors propelling the adoption of internet banking 553

Table 1 Previous studies on internet banking adoption (continued)

Theory/method/sample
Reference Findings/recommendations
size/country
Chiou and Shen TAM/quantitative/ Findings revealed that beyond the ease of use
(2012) 219/Taiwan and use and usefulness of information system,
banks have to take advantage of customer
relationship built up in the offline environment
for internet banking adoption.
Patsiotis et al. TRA/TAM/ Findings suggest that adopters and non-adopters
(2012) quantitative/ have different types of characteristics. However
1200/Greece in demographics, only income was found to be
associated with segment membership. Further
research may be carried out on non-adopters to
identify their behaviour.
Yaghoubi and PRT and Results suggest that integration of TPR with
Bahmani (2011) TPB/quantitative/ TPB models was supportive and confirmed its
349/Iran robustness in predicting customers’ intention for
adoption of internet banking in Iran. Further
study suggests that security risk has the most
destructive effect on the intention of using
internet banking.
Xue et al. (2011) Efficiency and Study revealed that customers who have greater
profitability/ transaction demand and higher efficiency are
quantitative/ quicker to adopt online banking after controlling
9359/USA for time, regional, and individual characteristics.
Comparative study may provide further insight
of user’s behaviours towards internet banking
usage.
Safeena et al. TAM and perceived Findings suggest that perceived ease of use and
(2011) risk/quantitative/ perceived risk are the main determinants of
300/India internet banking adoption. For banks these
determinants may use in strategy formulation
especially in emerging economies.
Sadeghi and TAM, TRA, Service quality with integration of TAM, TRA
Farokhian TPB/quantitative/ and TPB significantly influence on users
(2011) 209/Iran behaviours towards adoption of internet
banking. Management should focus on service
quality that will ultimately improve efficiency,
profitability and performance of the banks.
Source: Author’s own elaboration
Accordingly, Zeithaml (2002) posited that e-service quality is the extent in which a web
site facilitates to customer to perform shopping, purchasing and receiving of goods and
services. In e-service, customers rely on information technology. As Rowley (2006)
stated that e-services can be defined as deeds, efforts, or performance of the customers
whose delivery is mediated by information technology. Additionally, Zeithaml (2000)
postulated that e-service quality is becoming more and more important because it allows
customers to compare the product prices and technical features at any time. In order to
find the gap in internet banking literature, the previous studies conducted on internet
banking adoption have been reviewed depicted in Table 1.
554 S. Rahi et al.

2.1 E-customer service

CS has proved an essential element in online buying process (Zeithaml, 2002). Online
transaction is very sensitive, what consumer demands quality services like correct and
timely transaction, personal attention towards their emails and queries (Samar et al.,
2017a). Thus, website developer must bear in mind that website should fulfil the
expectation of the end users. This dimension of e-service quality is supported and has
been explored by several researchers, such as Liu and Arnett (2000) and Wolfinbarger
and Gilly (2003). CS is derived from service reliability, personalised service, fast
response to complain and customer sensitivity.
The main theory of service quality by Parasuraman et al. (1985) include following
dimensions of service quality namely: customer knowledge, sensitivity and courtesy. The
subsequent SERVQUAL scale developed by Parasuraman et al. (1988) include:
sensitivity and empathy while, courtesy was moved into trust dimension. For online
business, e-CS is very important (Alnaser et al., 2017b; Rahi et al., 2017a). Thus, the
following hypothesis is posited:
H1 CS has positive influence on customer satisfaction.

2.2 Website design

WD plays an important role especially in online business. In case of online business,
availability of the information on website is the most important factor Wolfinbarger and
Gilly (2001). Relevant information on the website is also important because it plays a
role of salesperson (Samar et al., 2017b; Zeithaml, 2002). Website provides an easy way
to select a product and save search time (Alba et al., 1997; Rahi et al., 2017b). Quality
information on websites always motivates users to buy product on internet (Cristobal
et al., 2007; Li et al., 1999; Samar et al., 2017c; Swaminathan et al., 1999; Wolfinbarger
and Gilly, 2001). Hence, quality information about products on website is very essential.
This study focuses on three main dimensions including contents layout, contents
updating, and user-friendliness adopted (Aladwani and Palvia, 2002; Barnes and Vidgen,
2002; Loiacono et al., 2002; Yang and Fang, 2004). For banks, their website is important
to perform a smooth financial transaction. Thus, the following hypothesis is postulated:
H2 WD has positive influence on customer satisfaction.

2.3 Brand image

Brand is the total accumulation of customer experiences (Rahi, 2015). The brand is the
identity of the product and image explains that is brand valuable or not? Aaker (1997)
and Rahi (2015) explained that brand is as important as product itself. It differentiates the
product with other products. Brand is an emblem or symbol and this symbol motivate the
customer to buy their product. A symbol may be called differently like logo according to
the easiness or trademark moreover the key role of a brand is to distinguish a product
with other on behalf of quality or service. It creates trust between customer and
manufacturer and gives competitive advantages.
According to Kapferer (2004) defined that brand is an identity of a product. There are
many angles to see a brand for customer it includes overall experience from their buying
process to using. Hence, BI comes when customers have overall experience about the
 Factors propelling the adoption of internet banking 555

brand. De Chernatony and Malcolm (1998) highlighted that for successful BI it is

important that companies must observe the needs of the customer deeply and it must be
relevant what customer actually want and does your product fulfil the need of the
customer. According to Aaker (1997) and Rahi and Ghani (2016a) explained that BI
research emphasise on identity of you product if the product has unique qualities it will
attract the customer and will create good BI. Hence, in order to maintain the brand
identity it is important to maintain consistency about quality and services. Research also
explains that to attain customer attention via services and quality is the best tool to build
strong image in customer minds. Thus, BI is hypothesised as:
H3 BI has a positive influence on customer satisfaction.

2.4 Customer satisfaction

Several studies conclude that satisfaction is an affective construct rather than cognitive
(Oliver, 1980, 1997; Udo et al., 2010). Satisfaction is one of the main factor that online
customer’s consider when they make plan to repurchase a product or service (Lin and
Kuo, 2013). Satisfaction is a positive, effective and emotional response to a product or
service (Cronin et al., 2000). It is also known as a predictor of customer retention (Cronin
et al., 2000). Sun et al. (2016) postulated that in an online environment when users feel
satisfied they intend to adopt respective online service. Thus, this study argued that
customer satisfaction plays a mediating role between CS, WD, BI and intention to adopt
internet banking.
H4 Customer satisfaction has positive influence on customer’s intention to adopt
internet banking.
H5 The positive relationship between CS and customer’s intention to adopt internet
banking is mediated by customer satisfaction.
H6 The positive relationship between WD and customer’s intention to adopt internet
banking is mediated by customer’s satisfaction.
H7 The positive relationship between BI and customer’s intention to adopt internet
banking is mediated by customer satisfaction.

2.5 Intention to adopt internet banking

Zeithaml et al. (1996) stated that behavioural intention can be captured by factors such as
purchase intention, word of mouth, loyalty, price sensitivity and complaining behaviour.
It is said that high level of service quality perceived by customer always motivates
customers towards intention to adopt, while low level of service quality leads to
unfavourable customer’s intention (Rahi et al., 2018a; Zeithaml et al., 1996). According
to Zhang and Prybutok (2005) suggested that customer experience is more related to
behavioural intention. It is argued that the more positive customer experience with a firm
is indicated the more likely customers will show intention to buy or use their services
(Rahi et al., 2018b). Behavioural intention has been seen as an indicator of a system
success (Venkatesh et al., 2003).
By following aforementioned arguments, a theoretical framework is proposed in
Figure 1.
556 S. Rahi et al.

Figure 1 Theoretical framework (see online version for colours)

3 Methodology

3.1 Data collection and sampling

The sample consists of customers of commercial banks in Lahore city of Pakistan. In
particular active internet banking users were targeted respondents. For data collection
convenience, a sampling method was used as supported by Hair (2003) and Rahi (2017)
stated that, convenience sampling allows researchers to get responses in a cost effective
way. To decide on the sample size of the respondents, the G-power software has been
used to calculate the minimum required sample size with effect size medium (0.15) and
power needed as 0.95. A set of 550 questionnaires was distributed, of which 500 useable
responses have been collected for further data analysis. Following Comrey and Lee
(1992), 500 sample size is considered strong.

3.2 Descriptive profile

The demographic characteristics of the respondents are presented in Table 2. Overall a
good mixture of age was directed in this study of internet banking adoption.

3.3 Instrument development

The questionnaire includes demographic characteristics such as region, age, gender,
qualification while, in second part include five latent construct named WD, CS, BI,
customer satisfaction and intention to adopt internet banking. All the constructs items
were adopted from previous research work. The items anchored on a 7-point Likert-type
scale ranging from 1 (‘strongly disagree’) to 7 ‘strongly agree’). Table 3 depicts
constructs items and their origin.
 Factors propelling the adoption of internet banking 557

Table 2 Demographic profile of the respondents

Demographic characteristics Frequency Percentage (%)

Gender
Male 260 52.0
Female 240 48.0
Age
Less than 25 years 172 34.4
26–35 years 178 35.6
36–45 years 92 18.4
46 years and above 58 11.6
Education
Below High School 16 3.2
Attended High School 35 7.0
Attended College 51 10.2
Graduate 249 49.8
Post Graduate 149 29.8
Region
Urban 240 48.0
Countryside 260 52.0

Table 3 Items development

Construct Source Items #

Customer service Cristobal et al. (2007) 3
Website design Cristobal et al. (2007) 3
Brand image Rahi (2015) 3
Customer satisfaction Udo et al. (2010) 3
Intention to adopt internet banking Martins et al. (2014) 3

Items of intention to adopt internet banking adapted from Martins et al. (2014), while the
items of CS, WD were adapted from Cristobal et al. (2007). The items of BI adapted
from Rahi (2015). Finally, customer satisfaction items were adapted from Udo et al.
(2010).

3.4 Data analysis

Partial least square (PLS) analysis technique was employed, using the software
SmartPLS3.0 Ringle et al. (2015). To fulfil the requirement of structural equation
modelling (SEM), the measurement model and structural model was applied. Constructs
validity and reliability was examined in measurement model while hypothesised
relationship tested with structural modelling as recommended by Hair et al. (2014).
558 S. Rahi et al.

3.4.1 Measurement model

As the study is quantitative in nature, usually Cronbach’s  is recommended to ensure
reliability. Therefore, composite reliability (CR) is also preferred Henseler et al. (2009).
Two types of validity approached: convergent and discriminant validity.

3.4.2 Convergent validity

Convergent validity of measurement model is usually measured by examining the factor
loading, average variance extracted (AVE) and CR (Hair et al., 2010). Figure 2 depicted
results where, factor loading values supported by Chin (1998) as recommended threshold
level of 0.6. All the values were above 0.6 indicated the convergent validity of the
constructs.

Figure 2 Measurement model (see online version for colours)

Through estimation of AVE with values recommended by Fornell and Larcker (1981),
the convergent validity was confirmed as the AVE is greater than 0.5. Next, the CR of the
measurement is assessed. Table 4 shows the CR degree where the construct indicator
represents the latent construct, all the values exceeding 0.7 as recommended by Hair et al.
(2010).
Table 4 Results of measurement model

Construct Loading  CR AVE

Website design WD 0.751 0.857 0.667
I can log in this portal easily. 0.787
This internet banking portal enables me to complete a 0.848
transaction quickly.
I can complete online transactions easily. 0.814
E-customer service CS 0.822 0.893 0.736
Internet banking portal performs the service correctly at the 0.865
first time.
 Factors propelling the adoption of internet banking 559

Table 4 Results of measurement model (continued)

Construct Loading  CR AVE

I received prompt responses to my request by e-mail or 0.843 0.822 0.893 0.736
service line.
When problems occur, the internet banking system guides 0.866
me to solve them.
Intention to adopt internet banking IBA 0.834 0.9 0.75
I plan to use the system in the next months. 0.862
I intend to consult the balance of my account on the 0.872
platform of internet banking.
I intend to perform a transfer on the platform of internet 0.865
banking.
Brand image BI 0.793 0.878 0.707
I feel that a banks branding services (internet banking) 0.847
possesses its practical function.
I feel that a banks branding services (internet banking) 0.858
possesses a positive symbolic meaning.
I feel that a bank branding services (internet banking) can 0.817
relate to the pleasant experience.
Customer satisfaction SAT 0.807 0.885 0.721
I am satisfied with my previous internet banking 0.816
experience.
Internet Banking is a pleasant experience. 0.867
Overall, I am satisfied with internet banking experience. 0.862

3.4.3 Discriminant validity

The discriminate validity was tested by following the protocol described by Fornell and
Larcker (1981). Discriminate validity is the degree where items differentiate among
constructs, and is measured by examining the correlation between the potential
overlapping constructs (Fornell and Larcker, 1981). According to Compeau et al. (1999),
the average variance shared between each construct and its measure should be greater
than the variance shared between the constructs and other constructs. Table 5 illustrated
that the square root of the AVE (as showed in bold values on the diagonals) were greater
than the corresponding row and column values which indicate the measure was
discriminate.
Table 5 Discriminate validity of measurement model

Construct BI CS IBA ST WD
Brand image (BI) 0.841
Customer service (CS) 0.393 0.858
Intention to adopt internet banking (IBA) 0.281 0.304 0.866
Customer satisfaction (ST) 0.315 0.319 0.433 0.849
Website design (WD) 0.359 0.381 0.299 0.505 0.817
Note: Ital values indicate the square root of AVE of each construct.
560 S. Rahi et al.

Hair et al. (2016) stated that discriminant validity can be measured by examining the
cross loading of the indicators. It can be examined by comparing an indicator’s outer
loadings on the associated constructs and it should be greater than all of its loading on the
other constructs. Table 6 described that all the items measuring particular constructs
loaded higher on that construct and loaded lower on the other constructs, confirming the
discriminant validity of the constructs.
Table 6 Loadings and cross loadings

Intention to adopt Customer

Brand Customer Website
Constructs internet banking satisfaction
image (BI) service (CS) design (WD)
(IBA) (ST)
BI1 0.847 0.33 0.268 0.28 0.303
BI2 0.858 0.333 0.237 0.259 0.284
BI3 0.817 0.328 0.199 0.254 0.319
CS1 0.37 0.865 0.262 0.288 0.368
CS2 0.291 0.843 0.25 0.239 0.303
CS3 0.343 0.866 0.269 0.288 0.306
IBA1 0.246 0.264 0.862 0.381 0.266
IBA2 0.215 0.258 0.872 0.385 0.252
IBA3 0.27 0.267 0.865 0.357 0.26
ST1 0.299 0.308 0.27 0.816 0.424
ST2 0.229 0.267 0.378 0.867 0.389
ST3 0.275 0.244 0.439 0.862 0.468
WD1 0.279 0.333 0.205 0.371 0.787
WD2 0.356 0.319 0.279 0.433 0.848
WD3 0.243 0.286 0.245 0.429 0.814

Table 7 Heterotrait-monotrait ratio

HTMT BI CS IBA SAT WD

Brand image (BI) ---
Customer service 0.483
(CS) CI.90
(0.416, 0.564)
Intention to adopt 0.345 0.366
internet banking CI.90 CI.90
(IBA)
(0.269, 0.43) (0.28, 0.456)
Customer 0.393 0.392 0.519
satisfaction (ST) CI.90 CI.90 CI.90
(0.304, 0.487) (0.303, 0.471) (0.425,0.596)
Website design 0.465 0.485 0.376 0.643 ---
(WD) CI.90 CI.90 CI.90 CI.90
(0.391, 0.556) (0.395, 0.554) (0.285, 0.469) (0.574, 0.72)
Note: HTMT discriminate at (HTMT < 0.9 / HTMT < 0.85).
 Factors propelling the adoption of internet banking 561

Finally, discriminant validity is measured by the heterotrait-monotrait ratio (HTMT).

Table 7 depicts the resulting values of HTMT lower than the required threshold value of
HTMT.85 by Kline (2011) and HTMT.90 by Gold and Malhotra (2001), indicating that
discriminant validity is adequate for this study. Furthermore, neither lower nor upper
confidence interval (CI) includes a value of 1. Thus, we can conclude that discriminate
validity is achieved based on HTMT results.

3.5 Structural model evaluation

The hypotheses developed for this study were tested by running a bootstrapping
procedure with a resample of 5,000, as suggested by Hair et al. (2014). Table 8 depicts
path coefficients of respective constructs with its level of significance. The relationship
between CS to customer satisfaction is supported by H1: ( = 0.112, p < 0.01). Moreover,
the relationship between WD and customer satisfaction is supported by H2: ( = 0.419,
p < 0.001). Hence, H3 showed that BI is positively related with customer satisfaction by
( = 0.120, p < 0.01). Next to this the relationship between customer satisfaction and
Intention to adopt internet banking is supported by H4: ( = 0.433, p < 0.001).
Table 8 Results of structural model analysis (hypotheses testing)

Hypotheses Relationship Β S.E. t-value Decision

H1 Customer service  customer 0.112 0.043 2.571** Supported
satisfaction
H2 Website design  customer 0.419 0.041 10.107*** Supported
satisfaction
H3 Brand image  customer 0.120 0.042 2.853** Supported
satisfaction
H4 Customer satisfaction  intention 0.433 0.041 10.45*** Supported
to adopt internet banking
H5 Customer service  intention to 0.048 0.02 2.434** Supported
adopt internet banking
H6 Website design  intention to 0.181 0.026 6.99*** Supported
adopt internet banking
H7 Brand image  intention to adopt 0.052 0.02 2.596** Supported
internet banking
Notes: Significance level, where: *p < 0.05; **p < 0.01; ***p < 0.001.

3.6 Mediating effect

In order to find the mediation effect of customer satisfaction the indirect effect was
examined by following Preacher and Hayes (2008) with bootstrapping method. The
indirect relationship between e-CS to intention to adopt internet banking is significant by
(H5 –  0.112 * 0.433 = 0.048, p < 0.01) with a t-value of 2.434 that also confirms that
there is mediation given that the indirect effect 0.048, 95% Boot while
CI: [LL = 0.013, UL = 0.089] that does not straddle a 0 in between. Based on these
results we can conclude that meditation effect of customer satisfaction between CS and
intention to adopt internet banking is statistically significant.
562 S. Rahi et al.

Further, the indirect relationship between WD and intention to adopt internet banking
is also significant where by (H6 –  0.419 * 0.433 = 0.181, p < 0.01) with a t-value of
6.99. Extending to this, there is mediation given that the indirect effect 0.181, 95% Boot
while CI: [LL = 0.131, UL = 0.232] that does not straddle a 0 in between. Finally, the
same process has been repeated to see the mediation effect of customer satisfaction with
BI and intention to adopt internet banking. Results revealed that there is a significant
relationship by following (H7 –  0.12 * 0.433 = 0.052, p < 0.01) with a t-value of 2.596.
Consequently, it can be confirmed that there is mediation given that the indirect effect
0.052, 95% Boot while CI: [LL = 0.015, UL = 0.094] that does not straddle a 0 in
between. Thus it is empirically proved that customer satisfaction mediates the
relationship between BI and intention to adopt internet banking.

3.7 Evaluating effect size

The R2 for customer satisfaction was 0.285 and for intention to adopt internet banking
0.224, which was acceptable based on the cut-off suggested by Cohen (1988).
Additionally, the effect size of f2 has been assessed. As recommended by Cohen (1988),
P value can show you that effect exist however, it does not reveal the size of the effect. In
Table 9 effect size of (f2) can be seen. Hypotheses H1 and H3 have small effect size,
whereas H2 and H4 showed medium effect size, as suggested by Cohen (1988).
Moreover, predictive relevance of the model by using the blindfolding procedure has
been assessed. Blindfolding procedure should only be applied to endogenous constructs
that have a reflective measurement (Hair et al., 2016). If the Q2 values are greater than 0
it revealed that model has predictive relevance for a certain endogenous construct
(Cohen, 1988; Hair et al., 2016). Table 9 showed that the values of Q2 are greater than 0,
which means that the proposed model has significant predictive relevance.
Table 9 Evaluating effect size

Path Constructs R2 Q2 f2 Decision

Customer satisfaction 0.285 0.132 Supported
Intention to adopt internet banking 0.187 0.157 Supported
H1 Customer service → customer satisfaction 0.014 Small
H2 Website design → customer satisfaction 0.197 Medium
H3 Brand image → customer satisfaction 0.016 Small
H4 Customer satisfaction → intention to adopt 0.230 Medium
internet banking
Notes: f2: 0.02, small; 0.15, medium; 0.35, large.

3.8 Importance performance matrix analysis

A post-hoc importance performance matrix analysis (IPMA) was performed by using
intention to adopt internet banking as target construct. The IPMA builds on the PLS
estimates of the structural equation model relationship and includes an additional
dimension to the analysis of that latent constructs (Hair et al., 2016). The importance
scores were carried from the total effects of outcome variable in structural equation
model, while performance scores were derived by rescaling the latent variables score
 Factors propelling the adoption of internet banking 563

range 0 for lowest to 100 for highest (Hair et al., 2016). Table 10 presents the total effects
(importance) and index values (performance) used for the IPMA.
Table 10 Total effects and index values

Total effect of the latent variable ‘intention to Index value

Latent variable
adopt internet banking’ (importance) (performance)
Brand image 0.052 73.658
Customer service 0.048 67.45
Website design 0.181 68.68
Customer satisfaction 0.433 68.51

IPMA map as shown in Figure 3 explain the index values and total effect scores. It can be
seen that satisfaction and WD are important factors to determine the intention to adopt
internet banking due to their higher importance values compared to other latent variables.
Interestingly, the performance of these variables lagged behind BI. Additionally, we can
see that CS has little importance to influence on customers to adopt internet banking with
respect to predecessor of customer satisfaction, WD and BI. In sum, managerial activities
to achieve customer intention towards adoption of internet banking should focus on
improving the performance of customer satisfaction and WD.

Figure 3 Importance-performance map (see online version for colours)

4 Discussion

Internet banking is creating new marketing opportunities and improving customer loyalty
Rahi (2016b). In Pakistani banking context, there is a need to identify which factors
influence on customer’s intention to adopt internet banking (Rahi, 2015). Hence, this
study investigated the role of e-service quality dimensions (i.e., e-CS and WD) and BI
towards adoption of internet banking in Pakistan. WD, CS and BI have collective 28%
impact on customer satisfaction. H1 is supported to behavioural intention to adopt
564 S. Rahi et al.

internet banking where we can imply that by giving adequate CSs Pakistani banks can
attract more customers towards adoption of internet banking. WD has proved an essential
element in online buying process Zeithaml (2002). By supporting this argument it can be
seen in H2, WD is significantly influencing on customer satisfaction. To maintain the
brand identity it is important to maintain consistency about quality and services. Samar
et al. (2017c) stated that to attain customer attention by providing unique services is the
best tool to build strong image in customer minds. H3 is supported in which BI
significantly influence on customer satisfaction. Thus, we can infer that by improving
e-CSs (CS and WD) and BI, banks can get customer satisfaction towards usage of
internet banking.
Sun et al. (2016) stated that when users feel satisfied they intend to adopt respective
online service. Thus, the hypothesised relationship between customer satisfactions to
intention to adopt internet banking is significantly proved. Customer satisfaction played a
mediating role between CS, WD, BI, and intention to adopt internet banking. The
hypothesised relationships of H5, H6, and H7 showed that customer satisfaction
significantly mediate the relationship. To check the importance of the latent constructs
researcher has employed a post-hoc IPMA. Results revealed that satisfaction and WD are
important factors to determine the intention to adopt internet banking due to their higher
importance values compared to other latent variables. To sum up, it can be concluded that
CS, WD, customer satisfaction and BI are the most influential factors that can derive
customers towards adoption of internet banking and customer loyalty.

5 Conclusions

The effective measurement of service quality can be useful when the allocation of
resources and the segmentation of customer is well documented (Parasuraman et al.,
1988). Furst et al. (2002) stated that the profitability of the banks by using internet
banking was higher than nonusers. All these arguments combined have led to service
quality measurement. Thus this research concluded that WD, CS, BI, customer
satisfaction are the key factors that influence on behavioural intentions of user’s towards
adoption of internet banking. More precisely the IPMA results revealed that customer
satisfaction is the most important factor followed by WD towards user’s intention to
adopt internet banking in banking sector of Pakistan.

5.1 Theoretical contribution

Internet banking is becoming prevalent and competing banks have limited ways to feat in
establishing a differentiation (Jayawardhena and Foley, 2000). Improvements in quality
service can only be achieved when it can be measured in its first place. Delivering a
superior service quality as compared to competitors offers an opportunity to banks to
achieve a competitive differentiation (Ladhari et al., 2011). By following above
arguments this study contributes theoretically in e-service marketing and technology
adoption literature by examining the role of CS, WD, customer satisfaction and
behavioural intention of users towards adoption of internet banking.
 Factors propelling the adoption of internet banking 565

5.2 Limitations
This study is cross-sectional in its nature and measures the internet banking user’s
behaviour at one point in time that may be less significant as compare to longitudinal
study. A second limitation could be the number of banks as this study does not cover all
banking customers of Pakistan.

5.3 Future research

Future research can apply this model in other developing countries to compare the factors
that effect on internet banking adoption. Second, the variables selected in this study may
not include all the variables that affect internet banking adoption. Using other variables
derived from technology acceptance theory or theory of planned behaviours, researchers
can observe the behavioural intention of internet banking users. However, within
Pakistan researcher can apply this research model by selecting large population of
different cities.

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