Title: Online banking in an emerging market: evidence from Saudi Arabia

Authors: Husam-Aldin Nizar Al-Malkawi; Somkiat Mansumitrchai; Mohammed Al-Habib

Addresses: Faculty of Business and Law, The British University in Dubai, P.O. Box 345015, Dubai, UAE ' Wenzhou-Kean University, College of Business and Public Management, Wenzhou, Zhejiang 325060, China ' Faculty of Economics and Administration, King Abdulaziz University, P.O. Box 80092, Jeddah 21589, Saudi Arabia

Abstract: This paper aims to investigate and identify the adoption characteristics of online banking in one of the largest economies in the Middle East region, namely Saudi Arabia. The study is based on a questionnaire survey directly distributed to Saudi banks' customers in four major cities. The paper employs different statistical techniques such as factor analysis, multivariate analysis of variance and analysis of variance to draw the results. Eight factors including convenience, trust, difficulty, lifestyle, physical contact, complexity, reference group and third party concern are identified. Results indicate that adopters and non-adopters had varied perceptions on factors such as convenience, trust, difficulty, lifestyle, physical contact, complexity and third party concerns. The findings of this study shall enable Saudi banks to have an in-depth understanding of the factors that affect online banking adoption. Banks should refocus their efforts on customers who have not used online banking services by implementing or tailoring their marketing strategies to increase the rate of online usage. Furthermore, by enhancing online banking services, Saudi banks will be able to minimise the number of branch transactions thereby improving banking efficiency, reducing costs, gaining new clients and creating effective customer satisfaction.

Keywords: adopters and non-adopters; ANOVA; factor analysis; MANOVA; online banking; Saudi Arabia.

DOI: 10.1504/IJEF.2016.10004190

International Journal of Electronic Finance, 2016 Vol.9 No.1, pp.1 - 17

Received: 14 Jul 2015
Accepted: 07 Jul 2016

Published online: 07 Apr 2017 *

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