INTEGRATING TECHNOLOGICAL ANXIETY AND SOCIAL INFLUENCES VARIABLES IN PREDICTING DIGITAL BANKING LOYALTY
This current study aims to examine the antecedent’s dof digital banking customer loyalty. This study is not only exploring the direct effects of selected marketing constructs on the digital banking loyalty, but also analysing the mediating role of some important variables in affecting digital banking customer loyalty. Technological anxiety and social influence variables are integrated in the model to give a more comprehensive picture of digital banking customer behavior. Four hundred and eighty-five respondents participated in this research were recruited by using purposive sampling technique. The data were analysed using Partial least Square, with three steps of analysis namely inner model analysis, outer model analysis, and hypothesis testing. The results shows that six out of seven hypotheses about the direct effects among constructs are accepted. Hedonic motivation, perceived security, and technological anxiety proven to be the robust predictors of digital banking behavioural intention. Furthermore, five out six hypothesis about indirect effects are accepted. Technological anxiety are deemed as the significant mediator for the effect of hedonic motivation and perceived security on behavioral intention. Moreover, hedonic motivation also proven to be a robust mediator for the effect of social influence on behavioral intention. This research has demonstrated that hedonic motive, perceived security and technological anxiety are the robust predictors of digital banking user’s loyalty. By understanding the antecedents of digital banking loyalty, bank practitioners can efficiently deploy their resources and pay attention to the variables when delivering service and crafting marketing communication.
hedonic motive; perceived security; technological anxiety; digital banking; customer loyalty