Effects of self-service technology on customer value and customer readiness: The case of banking industry

The recent development on internet banking has contributed to this industry, significantly. People could do their banking transactions by clicking a bottom and transfer funds, pay bills, etc. In this paper, we present an empirical investigation to find out the effects of different factors on continuous internet banking. The proposed study of this paper has adopted a questionnaire, which was originally developed by Ho and Ko (2008) [Ho, S. H., & Ko, Y. Y. (2008). Effects of self-service technology on customer value and customer readiness: The case of Internet banking. Internet Research, 18(4), 427-446.]. We have used Pearson correlation test as well as stepwise regression techniques to verify the effect of different factors and the results of our survey show that four variables of easy implementation, usefulness, cost reduction and self-control positively influence continuous internet banking.