The global innovation of information and technology has reshaped the banking technology over the past decade. The high coverage of both internet network and internet finance development has facilitated Pakistan to become the most potential e-commerce region, yet seems to be limited growth in internet banking adoption in Pakistan. Therefore, this study has empirically investigated the technology acceptance model (TAM) with customer service and customer satisfaction and seeks the internet banking adoption issues in Pakistan. The survey was administered towards one of the conventional bank (HBL) in Pakistan. SEM was used to investigate both the hypothesis and path coefficient association among the constructs and their significance. The results of this study revealed that the adoption of internet banking in Pakistan could be motivated by perceived usefulness, perceived ease of use, customer service and customer satisfaction. Furthermore, customer satisfaction played a significant mediating role among proposed variables. The IPMA analysis revealed that in fostering of internet banking adoption, customer service is the most important factor. Finally, managerial implications, limitations and future research directions have been discussed.

Title

World Applied Sciences Journal

Publisher

International Digital Organization for Scientific Information3

Publisher Country

Pakistan

Indexing

Scopus

Impact Factor

None

Publication Type

Online only

Volume

35

Year

2017

Pages

1918-1929