Technology Acceptance and Online Banking Adaption: The Mediating Effect of Bank Customers Satisfaction in the Banking Sector of Davao City
DOI:
https://doi.org/10.67903/ijroms0389Keywords:
Technology Acceptance Model, Online Banking Adoption, Customer, Satisfaction, Mediation AnalysisAbstract
The rapid advancement of digital technologies has transformed the banking industry, making online banking an essential financial service. However, customer acceptance and satisfaction continue to depend on technological and behavioral factors. This study examined the relationships among the Technology Acceptance Model (TAM), online banking adoption, and bank customer satisfaction among bank clients in Davao City, Philippines. A quantitative cross-sectional research design was employed involving 305 bank clients selected through stratified random sampling. Data was collected using adapted and validated questionnaires measuring technology acceptance, online banking adoption, and customer satisfaction. Descriptive statistics, Pearson correlation analysis, and mediation analysis using Maximum Likelihood Estimation and the Sobel Z test were applied. Respondents reported a high level of technology acceptance (M = 3.57) and online banking adoption (M = 4.10), while bank customer satisfaction was rated very high (M = 4.46). Perceived usefulness, perceived ease of use, security and privacy, amount of information, and perceived enjoyment received very high ratings. Significant positive relationships were found among technology acceptance, online banking adoption, and customer satisfaction (r = .819–.929, p < .01). Mediation analysis indicated that online banking adoption partially mediated the relationship between technology acceptance and customer satisfaction. The findings demonstrate that favorable perceptions of online banking technologies enhance customer adoption and satisfaction. Improving usability, security, digital literacy, and service quality may strengthen customer engagement and promote sustained use of online banking platforms. The study provides empirical support for integrating the Technology Acceptance Model and Diffusion of Innovation Theory in explaining online banking behavior and offers practical implications for financial institutions seeking to improve digital banking services and customer satisfaction.
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