Factors Affecting Customers' Adoption of Internet Banking in Pakistan

Abstract

Unlike many developed countries, internet banking is a new phenomenon for Pakistani consumers as majority of banking customers seems to be fairly unfamiliar with different aspects of this service. This can be due to the diverse educational backgrounds, level of internet access, personal experiences and different socio-cultural backgrounds of customers. The present study looked at various factors influencing adoption of internet banking in Pakistan. The study used survey methodology with a sample of 250 individuals. Results of the research revealed reluctance to change has no significant impact on adoption of internet banking. On other hand access to internet, ease of use and security and privacy are found to be critical factors influencing adoption of internet banking. The results of the present study may facilitate policy makers and bank management to advance electronic banking services in Pakistan in a befitting manner. Lastly, managerial implications, study limitations and future research directions are provided.