Achieving continued usage in online banking: A post-adoption study

Anna-Sophie Oertzen, Gaby Odekerken-Schröder

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Purpose - Despite ample research on the adoption of online banking, the post-adoption phase remains largely neglected. The purpose of this paper is to develop a new conceptual model to investigate drivers, attitudes and behaviours in the post-adoption phase of the e-postbox, a co-creative online banking feature.

Design/methodology/approach - Research from bank marketing, services marketing, information systems and relationship management informs the proposed post-adoption model. Empirical tests rely on structural equation modelling and a sample of 750 current customers of the e-postbox of a large German bank.

Findings - The proposed model provides a multifaceted view of the post-adoption phase, including task-related, organisation-related and interpersonal communication-related drivers. This study reveals the importance of integrating dual interpersonal communication as a post-adoption driver and a post-adoption behaviour. It also extends the technology acceptance model by applying it to the post-adoption phase. Significant effects of age further suggest that younger customers express the most favourable attitudes towards and highest intentions to continue using the e-postbox; interestingly, older customers use it more and share more word-of-mouth.

Research limitations/implications - This paper develops a post-adoption model that highlights the importance of continued usage for successful co-creation between the bank and its customers.

Practical implications - Managers can encourage continued usage during the post-adoption phase of a co-creative, digitalised service, which determines the retention of current customers and opportunities to attain new customers.

Originality/value - This study defines and establishes constructs for the post-adoption phase and categorises them according to post-adoption drivers, attitudes and behaviours.

Original languageEnglish
Pages (from-to)1394-1418
Number of pages25
JournalInternational Journal of Bank Marketing
Volume37
Issue number6
DOIs
Publication statusPublished - 2019

Keywords

  • online banking
  • TAM
  • Co-creation
  • SEM
  • Post-adoption
  • Continuance intention
  • Continued usage
  • Online banking
  • AFFECTIVE RESPONSES
  • E-SERVICE QUALITY
  • USER ACCEPTANCE
  • INFORMATION-TECHNOLOGY
  • ELABORATION LIKELIHOOD MODEL
  • WEB PERSONALIZATION
  • WORD-OF-MOUTH
  • CONSUMER ACCEPTANCE
  • INTERNET BANKING
  • TECHNOLOGY ACCEPTANCE MODEL

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