Investigating Perceived E-banking Service Value in Cambodia

Abstract

A product or service which is positively evaluated by many consumers can highly gain consumer satisfaction and repurchase in the future. In banking context, as e-banking services have been developed to smooth consumers’ e-commercial activities (e.g., banking, transfers, payments and online shopping transactions), enhancing the e-banking service value to the bank consumers is a key advantage which can help the banks to maintain their consumer satisfaction and retention. Thus,this study aimed to understand the impacts of perceived risk, perceived quality and convenience on perceived e-banking service value in Cambodia. Researchers used convenience sampling method to survey 700 consumers who were using both mobile and internet banking services. With 546 valid data, the findings were generated through SEM analysis. First, perceived risk and convenience showed the significant impacts on perceived quality. Next, perceived quality and convenience, except perceived risk, showed the significant impacts on perceived e-banking service value. Finally, the study found that perceived quality partially mediated the relationship between convenience and perceived value and fully mediated the relationship between perceived risk and perceived value. Overall, the empirical findings emphasized convenience and perceived quality as the main contributors to perceived e-banking service value. Furthermore, once the e-banking service was considered to have high convenience and quality, the risk of using e-banking service did not cause any significant concern among consumers.