The Bridge To Acceptance: Investigating Consumer Perceptions of Virtual Bankers

Ekwunife Gabriel Okafor and Chukwudi I. Njelita
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Ekwunife Gabriel Okafor: Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria.
Chukwudi I. Njelita: Department of Entrepreneurship, Nnamdi Azikiwe University, Awka, Nigeria.

International Journal of Research and Scientific Innovation, 2024, vol. 11, issue 5, 982-995

Abstract: Electronic banking technology advancements have resulted in new methods to process banking transactions, particularly through online banking channels. Virtual bankers are still in their early stages in Nigeria and are not being used as a significant cost-cutting tool for banks or to improve customer relationships. Using the technology acceptance model (TAM), this study will investigate the adoption of virtual bankers by customers of selected banks in Anambra State. The model was tested with a survey sample of 323 people, employing the survey research method as the research design, and simple linear regression to analyze the data. The study findings show that perceived usefulness and perceived ease of use have a positive and significant impact on virtual banker adoption. The study suggests that financial institutions adopt and deploy virtual banker platforms to enable seamless transactions and quick responses to task completion, as well as to improve job performance and overall output within the organization. Additionally, the study recommends that, for effective deployment and adoption of a virtual banker, financial institutions provide learning platforms that will ease the process and ensure that actual and prospective customers become proficient with the use and working processes of the virtual banker. The provision of learning platforms will encourage more consumers to get on board and adopt virtual bankers. Finally, the study suggests that virtual banker platforms and software should be continuously improved. This improvement aims to make them easier to use, faster in responding to consumer needs, and more innovative in addressing the anticipated and ever-growing needs of existing and future customers.

Date: 2024
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