Impact of Personalization of Services, Privacy and Trust to Intention Bank Customers’ Use of Online Banking Services

EasyChair Preprint 10198

Abstract

The purpose of this paper is to examine factors that affect public bank customers’ use of online banking services. This research uses quantitative methods. This study used primary data with the sample of 100 customers who used online banking services. The data used PLS analysis. This study provides empirical evidence the factors affecting the usage of online banking services. The findings of this study can help decision makers in the Indonesia bank to develop the adoption of online banking emphasizing personalized and trusted services offered with high level of security and privacy The results of the model tested suggest that the use of online banking services is influenced by the Propensity of technology adoption, value for online personalization, Customers’ concern for privacy, E-trust, Technological leadership, E-loyalty. Practical Implication of this research, the public bank should promote the adoption of online banking services by supporting personalization of services, privacy and trust.

Keyphrases: Privacy, customers’ value, e-loyality, e-trust, intention, technology adoption, technology leadership

@booklet{EasyChair:10198,
  author    = {Arni Surwanti and Siti Nur Mubarokah and Firman Pribadi},
  title     = {Impact of Personalization of Services, Privacy and Trust to Intention Bank Customers’ Use of Online Banking Services},
  howpublished = {EasyChair Preprint 10198},
  year      = {EasyChair, 2023}}