Electronic Banking Ease of Use, Usefulness, Value, and Innovation Influencing Customer Satisfaction

Jintanee Ru-Zhue, Neeranat Kaewprasert Rakangthong, Long Kim, Somjai Nupueng and Gulmira Issayeva
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Jintanee Ru-Zhue: Center of Excellence for Ecoinformatics, School of Accountancy and Finance, Walailak University, Thailand
Neeranat Kaewprasert Rakangthong: Center of Excellence for Ecoinformatics, School of Accountancy and Finance, Walailak University, Thailand
Long Kim: Center of Excellence in Logistics and Business Analytics (LOGBIZ), School of Accountancy and Finance, Walailak University, Thailand
Somjai Nupueng: Center of Excellence in Logistics and Business Analytics (LOGBIZ), School of Accountancy and Finance, Walailak University, Thailand
Gulmira Issayeva: Candidate of Economic Sciences, Professor at the Department of Finance, M.Auezov South Kazakhstan University, Kazakhstan

International Journal of Asian Business and Information Management (IJABIM), 2025, vol. 16, issue 1, 1-18

Abstract: Ease of use and perceived usefulness have been underscored as predictors of user behavior. Furthermore, technological innovation is seen as a key to promoting key service features that develop service value for all users. However, past literature has not shown enough evidence to outline how these factors influence user satisfaction with electronic banking services. Thus, this research aims to examine associations between perceived usefulness, ease of use, perceived value, and satisfaction; it uses technological innovation as the moderator. Some 650 pieces of data, which were collected from bank users, were analyzed using a path analysis method. Results showed that perceived usefulness and ease of use predicted users' perceived value. Perceived usefulness, ease of use, and perceived value also influenced user satisfaction. Finally, technological innovation moderated a link between perceived value and satisfaction. Overall, technological innovation developed the electronic banking service's value leading to the improvement of user satisfaction.

Date: 2025
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