Measuring E-Readiness among Non-Users of Internet Banking in Pakistan: By TAM with CRM as External Factor

Abstract

In the recent technological era, ignorance by financial institutes is observed while considering customer focus policies and business offers. In the meanwhile, technological innovation has changed the business nature, where internal customers of financial institutes are engaging with heavy technological trainings, to put it in the core of actions. The triangulated quantitative and qualitative approach is adopted. Specifically, the quantitative survey analyzed to measure path analysis, model fitness and highlight relationships after validating the scales and methodology. In qualitative aspect, 3 interviews with bank's managerial staff to understand the stance of bank clients about the Internet banking adoption. The findings conclude that the non-users of internet banking service have attractive ‘Perceived Usefulness' and ‘Perceived Ease of Use', however the ‘push' from the bank by the effective communication is not been observed. The customers still can have the essence of trial-ability and adoption if the intelligent CRM based strategy is developed. To make it possible and successful adoption of internet banking, the current research suggests to promote Customer Relationship Management, as a tool to boost the morale of end-users. CRM can eliminate the negative impact of social influencing factors which are not current supporting internet banking adoption in Pakistan i.e. subjective norms, peer influence and reputation. Interestingly, only very few research studies highlighted the use of CRM and e-CRM to increase internet adoption globally. Moreover, it is the first initiative of its kind, to address Internet banking adoption while increasing relationship with customers in the focused region.

Keywords: Internet banking, Technology Adoption Model (TAM), Pakistan, Customer Relationship Management (CRM), Perceived Ease of Use (EASE), Perceived Usefulness (PU).