From service attributes to e-banking value development influencing e-banking user feedback: a moderating effect of technological competency

Neeranat Kaewprasert Rakangthong (), Long Kim (), Jintanee Ru-Zhue (), Somjai Nupueng () and Gulmira Issayeva ()
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Neeranat Kaewprasert Rakangthong: Walailak University
Long Kim: Walailak University
Jintanee Ru-Zhue: Walailak University
Somjai Nupueng: Walailak University
Gulmira Issayeva: M.Auezov South Kazakhstan University

Journal of Financial Services Marketing, 2025, vol. 30, issue 2, No 5, 18 pages

Abstract: Abstract In an era of banking 5.0, consumer behaviors in electronic banking services have changed noticeably. This situation requires all banks to innovatively evolve and upgrade their e-banking services to meet their users’ needs and expectations, and providing e-banking satisfaction also merits closer attention. This research proposes an integrative framework of e-banking satisfaction which aims to investigate how service attributes (convenience, risk, and price fairness) influence e-banking value development (perceived value) and e-banking user feedback (user satisfaction). Moreover, the research investigates how technological competency moderates an association between e-banking value and user feedback. 650 Thai e-banking users joined this research via survey questionnaires. A path analysis technique was used to analyze the collected data. Results showed that price fairness, risk, and convenience significantly influenced e-banking value. Furthermore, user satisfaction in the e-banking industry was influenced by risk, convenience, and perceived value whereas price fairness was found to have an indirect impact on user satisfaction due to e-banking value acting as a mediator between price fairness and e-banking satisfaction. Finally, technological competency played a significant role in moderating the association between e-banking value development (perceived value) and e-banking user feedback (satisfaction).

Keywords: Risk; Convenience; Satisfaction; Value; Technological Competency; Price (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41264-025-00307-w

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