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E-banking users’ behaviour: E-banking

users’
e-service quality, attitude, behaviour
and customer satisfaction
Charles K. Ayo and Aderonke Atinuke Oni 347
Department of Computer and Information Sciences, Received 22 December 2014
Covenant University, Ota, Nigeria Revised 17 May 2015
Accepted 19 May 2015
Oyerinde J. Adewoye
Department of Management and Accounting,
Ladoke Akintola University, Ogbomosho, Nigeria, and
Ibukun O. Eweoya
Department of Computer and Information Sciences,
Covenant University, Ota, Nigeria

Abstract
Purpose – The purpose of this paper is to investigate factors affecting e-banking usage based on
electronic service (e-service) quality, attitude and customer satisfaction.
Design/methodology/approach – A conceptual model to investigate factors that influence
e-banking usage was developed based on review of existing literature. The model employed e-services
quality variable, diffusion of innovation construct and self-efficacy to better reflect the users’ views of
e-banking usage. Data collected from 254 e-banking users were used to test the model. The data were
analysed based on PLS-SEM using SmartPLS 3.0.
Findings – The result reveals that perceived e-service quality has a strong influence on
customer satisfaction and use of e-banking, which means that greater quality of e-service has the
potential to increase satisfaction and consequently result in to more use of e-banking. In this
research findings, competence of e-service support staff, system availability, service portfolio,
responsiveness and reliability, in that order, were found to be most significant in rating
e-service quality.
Practical implications – This offers financial institutions and professional relevant information
e-banking services that will promote greater customer satisfaction and use of e-banking.
Originality/value – This paper contributes to knowledge advancement in bank marketing by
providing insight into motivational factors of e-banking services quality and personal
characteristics.
Keywords SERVQUAL, Nigeria, Customer attitudes, Quality, Customer satisfaction,
Customer behaviour
Paper type Research paper

1. Introduction
Information and communication technology has revolutionized the banking sector in
Nigeria in the last couple of years. Banks in the country now provide wide range of
electronically inclined banking services, nomenclatured electronic banking (e-banking).
Despite the convenience, safety, trust and easy banking that e-banking offers, currency in
International Journal of Bank
circulation continues to increase in Nigeria. The Nigerian banking industry has made Marketing
efforts at taking advantage of the productivity and customer service gains that e-banking Vol. 34 No. 3, 2016
pp. 347-367
tends to offer. Despite the huge investments made by banks into implementing these new © Emerald Group Publishing Limited
0265-2323
technologies and their potential benefits, many customers are reluctant to use them DOI 10.1108/IJBM-12-2014-0175
IJBM (Asikhia, 2011). Bankers and Central Bank of Nigeria, the financial institutions regulatory
34,3 body in the country, are interested in customers’ behaviour towards adopting e-banking.
As revealed by Ndubisi and Sinti (2006):
[…] individuals have already established personal banking norms, lifestyle, finance
management systems, and account monitoring mechanisms prior to the advent of
e-banking, the acceptance or rejection of this new mode will rely greatly on the extent this new
348 mode accommodates or rejects all or some of the past values.
It is important to understand the factors influencing customers to use bank services
and how they can be attracted to use both the online and offline services (Al-Ghamdi
(2009). This study therefore reviews existing literature on e-banking and proposes a
conceptual model to empirically investigate the factors that affect e-banking usage in
Nigeria based on electronic service (e-service) quality, attitude and customer
satisfaction, as these are strong factors of customer’s attraction in the digital age.
Attitude has been regarded as one of the most important factors that determine
technology usage especially in developing nations (Adesina and Ayo, 2010). Also,
service quality and customer satisfaction are most important for continuous patronage
in the service industry. Firms in the service industry are always striving to improve
their efficiency strategies to deliver high-quality service and ultimately achieve good
customer satisfaction. While, as observed by Oliveria et al. (2002), electronic service
(e-service) is key to long-term advantages in the digital times, service quality has
become critical to customers’ attraction and retention for the banking industry in the
digital age. A user-friendly e-banking service with rich, interesting and straight
forward contents gains the approval of customers and encourages revisits. Conversely,
one with poor arrangement with services difficult to use and incompetent employees
will generate negative feelings and discourage e-banking adoption. Taken together,
high levels of service quality will encourage higher level of satisfaction and hence,
higher level of usage (Eriksson et al., 2007).
This paper first investigates attitude and e-service quality dimensions from
customers’ perspectives. It proposes a six-dimension scale for measuring e-service
quality, that is, reliability, responsiveness, service availability, competence, service
portfolio and privacy. This study employs diffusion of innovation (DOI) constructs;
relative advantage, compatibility, complexity and self-efficacy from social cognitive
theory to predict customers’ attitude. It therefore moves further to examine direct
impact of e-service quality on attitude, customer satisfaction and use behaviour.

2. Literature review
2.1 Individual attitude and use of technology
Individual’s decision to adopt a new information system is primarily based on his/her attitude
towards the system which is a function of perceived ease of use and perceived usefulness
(Davis, 1989; Davis et al., 1989). Attitude is a consequence of positive or negative feeling
towards the system and forms the desirability to use an information system (Karjaluoto et al.,
2002; Davis, 1989). In e-banking context, customers’ attitude varies in terms of perceptions
regarding service delivery, service portfolio, complexity or ease of use, relative advantage or
usefulness, risk involved, security and privacy, personalization and visual appeal.
Attitude is formed based on characteristic beliefs and perceived importance of those
characteristics in making the decision to adopt (Adesina and Ayo, 2010). It has been
widely recognized that individual’s attitude has a great impact on his/her use of
technology. Various research works have been carried out using customer attitude as
underlying construct to predict adoption and use of technology. Researchers such as E-banking
Akinyemi et al. (2013), Adesina and Ayo (2010), Ndubisi and Sinti (2006), Jahangir and users’
Begum (2008), Karjaluoto et al. (2002), Davis (1989) to mention a few, have found
support for positive relationship between attitude and intention to use. In the context of
behaviour
e-banking use, we believe that individual’s favourable attitude will manifest in his/her
continuous use of the system why those with unfavourable attitude will discontinue
using the system. In the light of this view, we proposed that: 349
H1. The attitude towards e-banking positively affects customers’ use of the system.
Determinants of attitude. Different authors have validated varying determinants of
attitude; technology acceptance model (TAM) posits that attitude is a function of
perceived usefulness and perceived ease of use (Davis, 1989). Rogers (1995), also
examines users’ characteristics as factors influencing adoption of information system.
He conceptualizes the chain of events where individual passes through initial point of
basic knowledge of innovation, through forming a favourable or unfavourable attitude
towards it, through a decision to either adopt or reject it, and through the utilization of
innovation to finally seek the support of the adoption decision made (Rogers, 1983,
1995). Furthermore, Rogers (1983) identified relative advantage, compatibility,
trialability, complexity and observability as five attributes that constitute perceived
attitudes of innovations.
Using the DOI theory, Lee and Lee (2000) investigated the factors influencing the
adoption of various banking technologies. Lassar et al. (2005) investigated adoption of
e-banking and discovered that consumer innovativeness and personal characteristics
are the key factors that influence online banking adoption. With the application of the
DOI theory, Olatokun and Igbinedion (2009) examined factors influencing the adoption
of automated teller machine (ATM) cards by bank customers in Nigeria.
They discovered that relative advantage, complexity, observability, compatibility
and trialability positively impact customers’ attitude to use ATM cards. Akinyemi et al.
(2013) and Adesina and Ayo (2010) also confirmed TAM’s proposition of the positive
impact of perceived ease of use and perceived usefulness on attitude. Their findings
also revealed other variables such as trust and perceived credibility as having
significantly influence on customer’s positive attitude towards e-banking in Nigeria.
Due to the diversity of factors that influence attitude, this study seeks to further
investigate the individual’s characteristic factors that form customer’s positive or
negative attitude to continue using e-banking in Nigeria with variables adopted from
perceived innovation attributes as proposed in DOI theory (Rogers, 1983).
Relative advantage is described as the degree to which an innovation is perceived as
being better than the idea it supersedes. Relative advantage is usually measured in
terms of profitability, social prestige, etc. Hence, individuals who perceived the use of
e-banking as better than traditional brick and mortal banking in terms of the value it
delivers, will have favourable attitude towards using it. Some prior studies have
confirmed hypothesized significant relationship between relative advantage and
attitude (Taylor and Todd, 1995; Olatokun and Igbinedion, 2009). However, Folorunso
et al. (2010) found a contrary result and concluded that relative advantage does not
positively affect users’ attitude. To further examine the relationship between relative
advantage and attitude, this study poses the hypothesis that:
H1a. Perceived relative advantage positively influences attitude towards e-banking.
IJBM Compatibility according to Rogers (1995) was defined as “the degree to which an
34,3 innovation is perceived as consistent with the existing values, past experiences, and
needs of potential adopters”. Chen et al. (2002), Lau (2002), Olatokun and Igbinedion
(2009) and Folorunso et al. (2010) confirmed that compatibility has positive significant
affect on attitude towards using technology in virtual store, online trading among
brokers in Hong Kong, social networking among university students and ATM,
350 respectively. In e-banking context, an individual who perceived the use of e-banking as
consistent with his existing values and financial need is likely going to have a favourable
attitude towards e-banking. Therefore, for studying the effect of compatibility on
customers’ attitude towards e-banking in Nigeria we pose the following hypothesis:
H1b. Perceived compatibility positively influences attitude towards e-banking.
Similarly, complexity is another important variable that impact on attitude towards using a
technology or an information system. Rogers (1995) defined complexity as the degree to
which an innovation is perceived as relatively difficult to understand and use. Prior studies
on the effect of complexity on attitude towards an innovation or technology usage reveal
mixed result. Folorunso et al. (2010) found that complexity of use of social networking sites
does not significantly influence users’ attitude. However, Olatokun and Igbinedion (2009)
found a contrary result and validated that complexity significantly impact users’ attitude
towards the use of ATM. It is important to validate if Olatokun and Igbinedion (2009) result
extends to e-banking users especially those who already have experience with the system.
To further contribute to literature in this domain, this study hypothesizes that:
H1c. Perceived complexity positively influences attitude towards e-banking.
Triability and observability constructs are not considered in this research. This is
based on the fact that the various channels of e-banking required tasks that are to be
performed individually. For instance, no other customer is allowed to stay close
watching another customer while operating an ATM machine. Besides, banks do not
give room for trial and error in any of the e-banking channels. Furthermore, the focus of
this research is on investigating factors that make customers to continue using
e-banking, these two constructs are not included. This is also consistent with prior
research works (Karahanna et al., 1999; Taylor and Todd, 1995; Moore and Benbasat,
1991) where innovation characteristics constructs of DOI have been modified or
extended to investigate technology adoption.
Bandura (1982) defined self-efficacy as judgements of how well one can execute
courses of action required to deal with prospective situations. Self-efficacy is also referred
to as individual’s belief about his or her ability to successfully use technological service to
accomplish a specific task (Compeau and Higgins, 1995; Hasan, 2006; Reid and
Levy, 2008). The effect of self-efficacy construct has been much considered on perceived
ease of use, perceived usefulness (Hanudin, 2007; Reid and Levy, 2008; Kishore et al.,
2001) and perceived credibility (Hanudin, 2007). Very few studies have however,
examined the relationship between self-efficacy and attitude (Adesina and Ayo, 2010).
This study therefore, posits that individual’s ability to successfully operate e-banking
systems will influence his/her attitude towards using e-banking. To further determine
factors that impact on attitude towards the use of e-banking in Nigeria and validate the
relationship between self-efficacy and attitude, we proposed that:
H1d. Computer self-efficacy positively influences attitude towards using e-banking.
2.2 Electronic service quality E-banking
The concept of service quality is defined as a long-term cognitive judgement regarding users’
an organization’s “excellence or superiority” (Ma and Zhao, 2012). Customer-oriented
quality strategy is important for service firms to drive customers’ behavioural intention
behaviour
for continuous patronage (Ma and Zhao, 2012). A highly perceived service quality will
yield repeat patronage and customers’ loyalty. Likewise, poor service quality will lead
to negative word-of-mouth and consequently loss of sales and profits as the customers 351
migrate to competitors (Zeithaml et al., 2000; Van Riel et al., 2001; Yang and Fang, 2004;
Ma and Zhao, 2012).
Traditional research into service quality measured the service quality of exchanges
that are interpersonal in nature, that is, the quality of all non-internet-based customer
interactions and experiences with companies. More recent studies such as Yang et al.
(2005), Yoo and Donthu (2001), Parasuraman et al. (2005), Wolfinbarger and Gilly
(2002), Siu and Mou (2005) and Eriksson et al. (2007), however, focused on evaluating
electronic service quality.
E-service has attracted a lot of attention in e-commerce but less used in the context
of e-service delivery such as e-banking. Santos (2003) defined electronic service
(e-service) quality as customers’ assessment and conclusion of the excellence and
quality of e-serve offered in the virtual marketplace. Parasuraman et al. (2005) further
described e-service quality to encompass all phases of a customer’s interactions with a
corporation: the extent to which an electronic system facilitates efficiency and
effectiveness in service delivery.
According to Fishbein and Ajzen (1975) and Ajzen (2005), the value derived from the
capabilities of an object (such as a policy or an action) has significant influence on
individual’s attitude. Ajzen (2005) further explained that “the more a given object is
viewed as instrumental to obtaining positive goals and to blocking negative event, the
more favourable will the person’s affect toward the object”. Customers are liable to
have favourable attitude towards e-banking service that effectively and efficiently
support the achievement of their goals. Carlson and O’Cass (2010) found that e-service
quality influences consumer attitudes in using professional sports websites.
Prior researches on e-service quality have majorly focused on its relationship with
information quality, perceived value and satisfaction (Pearson et al., 2012; Chu et al.,
2012; Chang et al., 2009). Furthermore, literature has revealed very little
empirical validation of the direct impact of e-service quality on attitude especially,
in e-banking domain. Given the dearth of research findings on the direct impact of
e-service quality on individual’s attitude towards e-banking, this study proposes and
tests the following hypothesis:
H2. E-service quality has a positive effect on the attitude towards the use of e-banking.
Measurement of service quality. Scholars have adopted divergent measurement
e-service quality. Zeithaml et al. (2002), for instance developed a seven dimensional
items called e-SERVQUAL for measuring e-service quality. The items include
efficiency, reliability, fulfilment, privacy, responsiveness, compensation and contact.
The first four items form the core of service quality measure while the last three is
referred to as the e-recovery service quality. Parasuraman et al. (2005) on the other hand
mentioned information availability and content; ease of use or usability; privacy or
security; graphic style; and reliability or fulfilment as five broad sets of criteria relevant
to e-service quality. A study by Yang et al. (2005) developed an instrument for
measuring service quality in the context of an information service on the internet.
IJBM The results revealed five factors influencing e-service quality. They include usability,
34,3 usefulness of content, adequacy of information, accessibility and interaction. In another
dimension, Al-Tarawneh (2012) used a six-dimension scale for measuring e-service
quality of banking services from customers’ perspective. The result showed that the six
dimensions; reliability, responsiveness, ease of use, personalization, security and
website design positively influence perception of e-service quality. Cox and Dale (2001),
352 however used a six dimensions consisting of appearance, communication, accessibility,
credibility, understanding and availability to investigate users’ perception of online
retailing service quality. Kim et al. (2006) used nine e-service quality items; efficiency,
fulfilment, system availability, privacy, responsiveness, compensation, contact,
information and graphic style in online retailing. According to Yang et al. (2005),
the five factors significantly affect the users’ overall service quality evaluation, which
in turn influences their satisfaction.
Using literature and preliminary investigation, this study adopts six measures of
e-service quality. They are reliability, responsiveness, competence, service availability,
privacy and service portfolio.
Reliability in the context of websites service quality refers to the technical
functionality of the site, particularly the extent to which it is available and functions
properly (Zeithaml et al., 2002; Parasuraman et al., 2005). The concept of reliability in
online service quality was discussed and investigated by Yang and Jun (2002), Madu
and Madu (2002), Zeithaml et al. (2001), Wolfinbarger and Gilly (2002). In the context of
this research, we refer to reliability as the extent to which e-banking solutions perform
accurately in completing transactions. It is believed that the ability of an e-banking
system to accurately complete its transaction will contribute the users’ perception of
the quality of the system.
System availability refers to the appropriate technical functioning of the system
(Parasuraman et al., 2005, Hu et al., 2012). In this context, system availability is
described as the availability of e-banking solutions and ability to run smoothly when
processing transaction. This construct is important in this domain of investigation due
to inconsistent electricity supply and poor internet connectivity prevalent in Nigeria.
The privacy dimension includes assurance of confidentiality of transaction data
such as credit card information (Zeithaml et al., 2002; Parasuraman et al., 2005).
Protecting individuals’ identifiable information on the internet is a significant privacy
issue to be addressed. Revealing and selling consumer information for commercial
purposes were found to be the crucial determinant of trust and privacy. Challenges on
this platform turn off highly reserved persons from e-banking adoption (Mukherjee and
Nath, 2007; Hu et al., 2012). Security issues top the list of factors limiting the acceptance
of e-banking services by customers. Chung and Paynter (2002) Identified security and
complication of internet banking as some of the factors inhibiting full e-banking
acceptance in New Zealand. It is believed that the more the customers feel safe and
confident of successful transactions or appropriate response in case of any difficulty,
the more favourable their attitude towards the system and the greater is their
satisfaction.
Responsiveness is the promptness with which service provider responds
appropriately to customers in online environment (Zeithaml et al., 2002; Hu et al.,
2012). Sohn and Tadisina (2008) describe it as the willingness or readiness of
employees. In this study, responsiveness is defined as speedy response to customers
request and speedy transactions. Competence is possessing the required skills and
knowledge to appropriately guide customers, to listen and inform them in a language E-banking
they understand (Sohn and Tadisina, 2008; Johnston, 1995). This has been argued as users’
unimportant in online environment (Sohn and Tadisina, 2008) but online inquiries and
guidance via phone call and e-mail are all avenues to make e-banking convenient for
behaviour
customers, thus, there exists the potential for competence of e-service support staff to
influence customers’ perceived e-service quality. Service portfolio was identified by
Yang and Fang (2004) as one of e-service quality which is highly relevant to newly 353
emerging online services. Based on these arguments; we proposed the following six
corollaries to H2:
H2a. Reliability positively affects perceived e-service quality of e-banking.
H2b. Responsiveness positively affects perceived e-service quality of e-banking.
H2c. System availability positively affects perceived e-service quality of e-banking.
H2d. Competence positively affects perceived e-service quality of e-banking.
H2e. Privacy positively affects perceived e-service quality of e-banking.
H2f. Service portfolio positively affects perceived e-service quality of e-banking.

2.3 Customer satisfaction and actual usage

Service satisfaction is a result of perceived quality or value. Customers evaluate their
treatment based on their own service experiences and expectations (Oliver, 1999).
El-Kasheir et al. (2009) in their research recommend that all banking channels should be
strategically managed with the goal of reaching high customer satisfaction and retention.
Improved perceived quality increases consumer satisfaction (Rust and Zahorik, 1993).
Customer satisfaction is the result of the customer’s view of value received from the
relationship with the service providers or the transaction (Lam et al., 2004).
Customer satisfaction is adopted from the definition of Szymanski and Hise (2000)
and is referred to as the degree to which customers are satisfied with their e-banking
experience. Studies have validated significant relationship between service quality
variables and customer satisfaction (Yang and Fang, 2004; Kumbhar, 2011; Ping
et al., 2012). It is logical for customers to feel satisfied based on the quality of services
received, the range of product or services offered and ability to personally interact with
e-banking system and successfully accomplish a transaction. In the context of e-service
quality, Luo and Lee (2011) found that e-service quality significantly influences service
satisfaction in airline service. Chang et al. (2009) found that e-service quality influences
customer satisfaction and consequently generates customer loyalty. Chu et al. (2012)
examined the relationships between service quality, customer satisfaction and loyalty
and discovered that service quality determines consumer’s satisfaction, and consumer
satisfaction has a significant effect on loyalty. Likewise, Yang and Fang (2004), Eriksson
et al. (2007) found significant influence on the impact of e-service quality dimension and
satisfaction in online securities brokerage services. Eriksson et al. (2007), also found
significant influence on the impact of e-service quality dimension and satisfaction in
online public transport information on the internet, respectively. Research works have
not adequately considered the influence of customer satisfaction on continuous usage of
e-banking. Likewise, previous research has majorly failed to examine the direct impact
of e-service quality on actual use. Khanifar et al. (2012) also found out that
e-service quality attribute significantly influences intention to use e-banking in Iran.
IJBM This study seeks to further advance literature on the relationship between e-service
34,3 quality and customer satisfaction and between customer satisfaction and actual use of
e-banking from the context of developing nation. Therefore, we proposed the following
three hypotheses:
H3. E-service quality has a positive effect on customer satisfaction.
354 H4. E-service quality has a positive effect on actual use of e-banking.
H5. Customers’ satisfaction had a positive effect on actual use of e-banking.
The proposed research model in this study is shown in Figure 1.

3. Research method
The survey method was used to test the proposed research model. The survey
instrument consists of demographic profile, e-banking usage and measures of variables
to be studied. Survey questions measuring each of the model’s constructs were
developed from existing literature and interaction with colleagues and faculty within
the business management and computer and information sciences department.
Questions that best captured the factors of e-services quality sub-constructs were
adapted from Pearson et al. (2012), Wu et al. (2012), Yang et al. (2004). Measures of DOI
constructs were adapted from Tan and Teo (2000) and Rogers (1995). Items measuring
customer satisfaction were adapted from Chu et al. (2012) and items that measure
attitude were adapted from Reid and Levy (2008).
The survey instrument was randomly distributed within Lagos State and Ogun
State of Nigeria with prejudices to individual with prior experience with e-banking.
The choice of the two states is based on the large number of business outfits in the two

Reliability
H2a
Responsiveness H2b
H3 Customer
E-service Quality
Availability H2c Satisfaction

Competence H2d

Security /Privacy H2e H5

H4
H2f
Service Portfolio
H2

Relative
Advantage H1a
H1
Compatibility H1b Attitude Actual Use

Complexity H1c
Figure 1.
The proposed H1d
Computer
research model Self-Efficacy
states. Lagos State – remains the commercial nerve centre of the country that houses E-banking
the largest concentration of financial institutions in the country. users’
Multi-item scales were used to measure the study variables with items rated on five-
point Likert-type scales ranging from “strongly disagree” (1) to “strongly agree” (5).
behaviour
The collected data were analysed based on PLS-SEM using SmartPLS 3.0 as the
primary tool. The first stage of analysis using PLS-SEM involves testing the validity
and reliability of the measurement items. The measurement (outer) model was tested 355
for convergent validity and discriminant validity. The reliability measures of the
constructs were also established using internal consistency reliability and construct
reliability. The discriminant validity was assessed by comparing the square root of
average variance extracted (AVE) with correlation between latent constructs. The
second stage involves testing the structural (inner) model and hypotheses. Coefficient
of determination (R2) was used to predict the hypothesized relationships in the research
model and bootstrap with 500 re-samples was run to assess the path coefficient of all
the hypothesized paths.

3.1 Scale development

This study employed conceptual definitions from literature to develop the
questionnaire items for all the model constructs.
Drawing from Parasuraman et al. (2005), Pearson et al. (2012) and Chu et al. (2012),
e-service quality construct was operationalized as a formative, emergent construct
formed from six sub-constructs: reliability, responsiveness, competence, service
availability, privacy and service portfolio. Customer attitude was predicted by four
sub-constructs: relative advantage, compatibility, complexity and self-efficacy.
The theoretical rationale is that, after prior experience with e-banking, its continuous
use will depend on the extent to which individuals find it advantageous, easy to use,
demanded based on individual’s need and the ability to successfully use the system.
The combination of individual belief of the relative advantage, complexity,
compatibility and self-efficacy will determine attitude towards continuous usage of
the system. The predictor variables were measured directly on actual use eliminating
intention to use because all Nigerian banks have implemented various forms of
e-banking methods and have put in place measures to ensure mandatory use of the
system such as charges on withdrawal below 20,000 naira over the counter.

4. Analysis of data and presentation of results

4.1 Demographic profile and e-banking usage
The survey respondents are individuals with experience in at least one e-banking
system. A total of 400 copies of the paper-based questionnaire were administered to the
respondents, 268 were returned and 254 valid copies of the questionnaire were used for
the analysis. Demographic analysis and e-banking usage of the respondents is as
shown in Table I.
Structural equation was adopted for the data analysis. First, we performed a
confirmatory factor analysis (CFA) and reliability assessment of the measurement model.
PLS as implemented in SmartPLS version 3 professional was used to test the hypotheses.
PLS allows indicators to be modelled as either reflective or formative on their latent
construct. PLS has more prediction power, it allows the construction of endogenous
latent variables by indicators even to second order construct. PLS is, therefore, the most
appropriate method, given the prediction-oriented nature of this study.
IJBM n %
34,3
Gender
Male 115 45.28
Female 139 54.72
Age
356 o20 67 26.38
21-30 121 47.64
31-40 54 21.26
41-50 12 4.72
Education
High school 42 16.54
Uni/polytechnic degree 162 63.78
Post-graduate 41 16.14
Others 9 3.54
Income ( ₦)
Table I. o50,000 142 55.9
Demographic 50,000-100,00 70 27.56
characteristics and 100,000-150,000 21 8.27
e-banking usage W150,000 21 8.27
of respondents Note: n ¼ 254

In the research model, two exogenous constructs – attitude and e-service quality were
operationalized as formative constructs formed from first-order reflective sub-constructs.
This approach is consistent with the methods of Teo et al. (2003) and Pearson et al. (2012).

4.2 Assessing the measurement model

Reliability and validity of the measurement model was assessed using composite
reliability, Cronbach’s α, CFA and AVE.
Previous authors such as Chin (1998) have suggested that an item should have
minimum of 0.707 loading on its theoretical assigned latent construct to be retained for
further analysis. Only five measurement items have factor loading below the minimum
limit. The five items (RA4, SEC 1&2 and CPX 2&3) were dropped from subsequent
analysis. The result of factor analysis of the refined instrument is presented in Table II.
Improvement was noticed in the convergent validity and construct reliability of the
constructs where the five items were removed. The construct reliability of the refined
instrument is presented in Table II, all the constructs satisfied the minimum limits of
0.7. The internal consistency of the model constructs was also assessed using
Cronbach’s α. All the constructs satisfied the internal consistence condition of
α coefficient of 0.7 using SmartPLS 3.0. The only exceptions are complexity and
e-banking usage which are just a little out of range, but were retained given their
acceptable construct reliability and validity test. Table III presents the t-value of the
first-order reflective subconstruct of e-service quality.

4.3 Validity tests

The convergent validity of measurement items was observed using cross-loading and
the result showed that every indicator shared more variance with its construct than
with other constructs. Discriminant validity was assessed by comparing the square
Construct Item Factor loading Composite reliability Cronbach’s α AVE
E-banking
users’
Attitude Att1 0.821 0.888 0.810 0.726 behaviour
Att2 0.903
Att3 0.830
Self-efficacy SE1 0.772 0.874 0.809 0.634
SE2 0.784
SE3 0.838 357
SE4 0.789
Compatibility Cpa1 0.727 0.846 0.729 0.648
Cpa2 0.830
Cpa3 0.853
Customer satisfaction Satis1 0.874 0.931 0.888 0.817
Satis2 0.932
Satis3 0.905
Relative advantage RA1 0.820 0.863 0.764 0.677
RA2 0.792
RA3 0.855
Actual use Use1 0.755 0.821 0.688 0.609
Use2 0.786
Use3 0.792
Complexity Cpl1 0.805 0.812 0.655 0.592
Cpl4 0.694
Cpl5 0.804
Reliability Relia1 0.800 0.853 0.742 0.660
Relia2 0.815
Relia3 0.823
Responsiveness Resp1 0.870 0.866 0.767 0.685
Resp2 0.883
Resp3 0.721
System availability SA1 0.848 0.904 0.840 0.758
SA2 0.889
SA3 0.875
Competence Compe1 0.859 0.899 0.832 0.749
Compe2 0.871
Compe3 0.866
Privacy and security S_Pri3 0.798 0.863 0.764 0.677 Table II.
S_Pri4 0.814 Evidence of
Service portfolio SF1 0.839 0.870 0.775 0.691 unidimensionality,
SF2 0.880 reliability and
SF3 0.771 validity of constructs

root of AVE with the correlation of each pair of construct. AVE value for all of the
constructs exceeded the minimum threshold of 0.5 and is also presented in Table IV.
The square root of the AVE value is greater than the correlation score of each pair of
latent variables and the minimum value of 0.70 for the square root of AVE suggested
by Fornell and Larcker (1981). The AVE values and the φ matrix of all the latent
constructs are shown in Table IV with square root of AVE at the diagonal. As a result,
the discriminant and the convergent validity of the constructs were acceptable.

4.4 Result of structural equation model

For the construct that do not have associated items, i.e. perceived e-service quality, we
used the methods found in Teo et al. (2003) and Pearson et al. (2012) to see whether the
IJBM Construct Standardized parameter estimate t-value
34,3
Competence (coefficient α ¼ 0.832)
Compe1 0.859 26.346
Compe2 0.871 37.470
Compe3 0.866 34.439
358 Service portfolio (coefficient α ¼ 0.775)
Folio1 0.839 21.628
Folio2 0.880 25.767
Folio3 0.771 23.564
Reliability (coefficient α ¼ 0.742)
Relia1 0.800 17.803
Relia2 0.815 18.536
Relia3 0.823 21.315
Responsiveness (coefficient α ¼ 0.767)
Respon1 0.870 24.787
Respon2 0.883 25.735
Respon3 0.721 17.445
System availability (coefficient α ¼ 0.84.0)
SA1 0.848 24.670
SA2 0.889 29.990
SA3 0.875 28.612
Table III. Security and privacy (coefficient α ¼ 0.764)
Operationalization S_Pri1 0.798 3.232
of multiple-item S_Pri2 0.814 5.823
subconstruct S_Pri3 0.855 5.510

Dimensions Att Cpa Cpe SF S_Pri RA Relia Resp Satis SE SA Use Cpl

Attitude 0.852
Cpa 0.213 0.805
Cpe 0.343 0.176 0.865
SF 0.286 0.492 0.220 0.769
S_Pri 0.351 0.210 0.620 0.220 0.832
RA 0.315 0.579 0.147 0.508 0.164 0.823
Relia 0.401 0.190 0.519 0.255 0.487 0.188 0.812
Resp 0.287 0.113 0.642 0.154 0.503 0.049 0.534 0.828
Table IV. Satis 0.193 0.280 0.160 0.251 0.174 0.348 0.178 0.171 0.823
Correlation between SE 0.284 0.123 0.548 0.195 0.406 0.076 0.465 0.537 0.145 0.871
latent constructs SA 0.212 0.457 0.149 0.537 0.140 0.317 0.218 0.117 0.226 0.159 0.796
(φ matrix) and Use 0.289 0.160 0.600 0.155 0.595 0.030 0.467 0.584 0.079 0.531 0.142 0.904
square root of AVE Cpl 0.342 0.138 0.380 0.230 0.465 0.133 0.370 0.399 0.207 0.458 0.219 0.403 0.778

sub-constructs were significant on it to the second order construct. We assessed the

effect of reliability, responsiveness, system availability and competence on perceived
e-service quality. Using SmartPLS version 3 professional, Table V shows the weight
and t-statistics of the indicator loadings. All the indicators were significant on their
theoretically assigned construct.
Predictor construct Predicted construct R2 Path coefficient ( β ) t-value Weights t-value
E-banking
users’
Reliability E-service quality 0.212 17.115*** behaviour
Responsiveness 0.241 16.930***
Competence 0.276 19.828***
System availability 0.260 14.858***
Service portfolio 0.248 18.115***
Security and 0.091 3.702*** 359
privacy
Relative advantage Attitude 0.249 0.233 3.577***
Complexity 0.066 0.815
Compatibility −0.061 0.897
Self-efficacy 0.053 0.750
E-service quality 0.370 5.892***
E-service quality Customer satisfaction 0.490 0.700 17.735***
E-service quality Actual use 0.302 0.495 5.194***
Attitude 0.141 2.314**
Customer 0.065 0.766
satisfaction Table V.
Note: **,***Level of significance 5, and 1 per cent, respectively Model estimation

Next step on the structural equation model to predict the hypothesized relationships in
the research model (Figure 1), is the path coefficient and the coefficient of determination
(R2). The path coefficient shows the degree of relationship between exogenous
factors (Wixom and Watson, 2001) while the R2 measures the percentage of a
construct’s variation that the model explains. We ran a bootstrapping with 500
re-samples to determine the path coefficient and the weights of the dimension of
constructs. Table V gives the result of path coefficient.
Ten out of the 14 hypotheses were supported (Figure 2). Compared to the findings of
Parasuraman et al. (2005), Sohn and Tadisina (2008) and Chu et al. (2012), reliability,
responsiveness, system availability, competence, service portfolio and privacy
positively influence perceived e-service quality of e-banking (H2a-H2f). Contrary to
Cox and Dale (2001) that competence is not relevant to online service quality,
competence was found to have positive influence on perceived e-service quality (H1d).
This also supports the findings of Yang and Fang (2004) that competence (i.e. ability to
solve problems) is one of the key determinants of customer satisfaction and
dissatisfaction. Service portfolio (H2f) is also found to positively influence perception of
e-service quality. This corroborates the evidence from Yang and Fang (2004) that
service portfolio is important to emerging service industry.
Relative advantage (H2a) is the only attitude predictor construct that is supported.
The confirmation of the significant influence of relative advantage on attitude is similar
to the findings by Taylor and Todd (1995), Olatokun and Igbinedion (2009).
This study’s finding on the hypothesized path between compatibility and attitude
(H1b) which is not supported contradicts the results of Lee and Lee (2000), Lassar et al.
(2005), Olatokun and Igbinedion (2009) and Odumeru (2012) but supports the finding by
Taylor and Todd (1995). Complexity and self- efficacy also do not significantly
influence attitude towards e-banking use (H1c and H1d). This is unlike prior empirical
findings by Olatokun and Igbinedion (2009). Also, the non significant result in the
hypothesized path between self-efficacy and attitude contradicts the finding by
Adesina and Ayo (2010).
IJBM 0.700
E-service Customer
34,3 Quality Satisfaction
R 2 = 0.490

360 0.495
0.288

Relative
Advantage 0.233

0.010
Compatibility Attitude Actual Use
Figure 2. R 2 = 0.302
R 2 = 0.249
Model of e-banking Complexity
use factors with
coefficient of Computer
significant paths Self-Efficacy

Perceived e-service quality also positively impacts attitude towards e-banking and
customer satisfaction (H1 and H3). This finding is also consistent with prior finding by
Carlson and O'Cass (2010), Luo and Lee (2011) and Chang et al. (2009). Perceived
e-service quality individually explained 49.0 per cent of the variance of customer
satisfaction and together with relative advantage, compatibility, complexity and
self-efficacy, it explained 24.9 per cent of customers attitude towards e-banking. Contrary
to Pearson et al. (2012), customer satisfaction shows no significant effect on actual use for
these data. The three constructs, perceived e-service quality, attitude and customer
satisfaction explained only 30.2 per cent of variance of e-banking use (Figure 2).

5. Discussion and managerial implications

This study explored the influence of perceived e-service quality and attitude on
customers’ satisfaction and use of e-banking. In other words, how do customers
perceive the quality of services they receive while carrying out financial transaction
online, what are the individual and innovation characteristics that influence their
attitude towards using e-banking and does these characteristics and e-service quality
influence their use of e-banking?
Following the works of Parasuraman et al. (2005), Yang et al. (2005) and Yang and
Fang (2004) on e-service quality and Rogers (1995) on innovation characteristics, this
theory-testing study considered the direct influence of perceived attitude, e-service
quality and customer satisfaction on the use of e-banking. Perceived e-service
quality has more influence on e-banking use than attitude, and customer satisfaction
shows no significant influence on e-banking use. Non support for the hypothesized
path between satisfaction and actual usage in these research findings is unlike most
existing research findings. Prior research with similar construct showed that
satisfaction significantly influence customer loyalty (Chang et al., 2009; Luo and
Lee, 2011; Yang and Fang, 2004). However, the significant impact of e-service
quality on satisfaction and actual use of e-banking corroborate existing findings and
argument that e-service quality leads to customer satisfaction and customer E-banking
loyalty (Zeithaml et al., 2001; Chang et al., 2009; Luo and Lee, 2011; Pearson et al., users’
2012; Yang and Fang, 2004). Perceived e-service quality alone had a strong
relationship with customer satisfaction and use which means that greater quality of
behaviour
e-service has the potential to increase satisfaction and which will culminate in more
use of e-banking.
Relative advantage is the only significant predictor of attitude among the three 361
innovation characteristics variables examined. Following Rogers (1995) and Taylor
and Todd (1995) e-banking system that deliver more value will lead to favourable
customer attitude. Among all the predictors of attitude, e-service quality exhibits the
strongest effect. A more detailed comparison of the impact of e-service quality and
relative advantage on attitude as shown in Table V shows that e-service quality is
stronger than relative advantage. This implies that e-service quality is of utmost
importance to respondents. Complexity and self-efficacy (H1c and H1d) are not
significant in this context of e-banking. Age and education level of the respondents
may have contributed to these findings given the link established in literature between
young adults, highly educated people and technology (Hasan, 2007; Floh
and Treiblmaier, 2006). Their previous experience with technology may have
created low levels of perceived complexity of e-banking system and high levels of
perceived self-efficacy.
Findings of this research reveal that the adopted six measuring variables
(competence, system availability, service portfolio, reliability, responsiveness and
security and privacy) contribute significantly in rating e-service quality. It is surprising
that competence dimension had the highest weight on e-service quality. Competence
has to do with virtual interaction with bank’s employees and has often not been
considered when examining online service quality, most prior authors (Luo and
Lee, 2011; Pearson et al., 2012; Chang et al., 2009; Cox and Dale, 2001) did not consider
its importance in online interaction.
With regards to the result of the analysis therefore, banks need to be more proactive
in the kind of e-services offered in order to influence customers’ favourable attitude
towards e-banking, increase the level of customers’ satisfaction and consequently
increase the usage of e-banking. In view of the predictors of attitude, banks will benefit
greatly in making e-banking to deliver more value to the customer and more
importantly, deliver e-service quality.
Considering the fact that e-service competence, as a sub-dimension of perceived
e-service quality of e-banking, has the highest weight on e-service quality, banks will
benefit more from e-service support staff that demonstrate high-level competence in
guiding customers, in listening carefully to their complaints and in attending
promptly to them. Likewise, the second highest weight is system availability which
insinuates that banks will benefit more from having good network(s) that will enable
constant availability of e-banking solutions. Good networks will also help avoid
network breakdown and temporary shutdown during system maintenance or
upgrade. Banks need to continue to meet the needs of their customers in the e-service
encounter that requires response from employees, smooth transaction processing,
technical functioning of the system both in terms of quality network and appropriate
function of system features. The significant weight of service portfolio on e-service
quality suggests that banks should offer wide range of e-services package with all
their account types such that every customer will have their needs met in online
provision. Bank should continue to pay more attention to issues of security and
IJBM privacy as they are also significant to the customer’s perceived e-service quality of
34,3 e-banking. As the quality of e-service that relates with these variables increases,
customer’s positive evaluation of e-service quality will increase which leads to
greater satisfaction, more attitudinal influence and in turns more usage.
The challenge to banks is to meet up with these e-service quality expectations of
customers (Pearson et al., 2012).
362
6. Conclusion and limitations
The research investigated the impact of customer attitude, perceived e-service quality
and customer satisfaction on the use of e-banking services in Nigeria. Previous
authors have examined the impact of perceived e-service quality in e-banking but not
with the innovation and personal characteristics used in this study. This study
investigates the impact of innovation characteristics (relative advantage, complexity
and compatibility) and personal characteristics (self-efficacy) and perceived e-service
quality on attitude. Comparing these two categories of factors gives an insight into
the most important factors to customers and to which the financial service industry,
professionals and practitioners should give more attention. The results of the
analysis revealed that e-service quality has the strongest effect on customer attitude.
Relative advantage also significantly influences customer attitude while
compatibility and complexity show no significant impact on customer attitude.
The adopted personal characteristic variable (self-efficacy) also did not significantly
influence customer attitude in this research probably due to the demographic profile
of the respondents. This study validates the importance of traditional service quality
attributes that have been neglected in online environment, i.e. competence and service
portfolio. The result shows that these two quality dimensions contribute significantly
to customers’ evaluation of e-service quality in e-banking. This study validates
empirical findings that claim positive impact of e-service quality on customer
satisfaction (Chu et al., 2012; Luo and Lee, 2011). It further validates the importance of
e-service quality in provoking favourable customer attitude, increasing customer
satisfaction and in using e-banking.
This study may have suffered two limitations. First, it assessed the direct impact of
attitude, satisfaction and e-service quality on actual system use eliminating intention to
use. This was due to the fact that the research is purposed to focus on only respondents
with more than one time experience with e-banking systems. Respondents were asked
to continue with the survey only if answer to prior experience with e-banking system is
true. Second, the result of this research may be impacted by the fact that the
demographic profile of respondents’ is skewed towards young and educated people.
In total, 68 per cent of the respondents are between 18 and 30 years. It must be stated
here that the 16.54 per cent of the respondent that indicated “high school” in education
qualification are undergraduate students. Furthermore, this research is not specific to a
single e-banking solution or specific bank. Future research needs to investigate specific
e-banking system that is, internet banking, mobile banking or card technology with
identified factors that may be unique to each of the services. E-service quality variables
specific application software such as personalization and site aesthetics are not
investigated, future research is encouraged to fill this gap. Future research also need to
investigate this model in a different geographic location especially in rural areas with
more emphasis on personal characteristics variable and other variables such as cost
that may directly impact actual use.
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Further reading
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Corresponding author
Aderonke Atinuke Oni can be contacted at: ronke.oni@covenantuniversity.edu.ng

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