ISSN 2394-5125
 

Research Article 


AN EXAMINATION OF FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS BANKING SELF SERVICE TECHNOLOGIES IN THE CITY OF AHMEDABAD, GUJARAT

Dr. Ankur Gangal.

Abstract
Technology based self-services (SSTs) are on the rise due to proliferation of internet and other
hardware devices. One of the sectors that has gained the most out of this development is banking. SSTs not only
enhance the consumer experience but also give rise to positive consumer behaviour. This paper examines the
factors associated with SSTs and their usage that impact consumer behaviour. A sample of 437 respondents have
been askes to respond on a 30-item questionnaire to elicit their responses on a 7-point interval scale. The 30
items were arrived at through extensive literature review. Exploratory Factor Analysis has been used to extract
the endogenous variables. The outcome of the research seems to reveal that the most important latent variables
are ‘Positive Attitude and Perceived Usefulness’, ‘Perceived Easy of Use’, ‘Risk Perception and Innovativeness’
and ‘Need for Interaction’.

Key words: Self-service technologies,Banking, Factors, TAM, TRI


 
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How to Cite this Article
Pubmed Style

Dr. Ankur Gangal. AN EXAMINATION OF FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS BANKING SELF SERVICE TECHNOLOGIES IN THE CITY OF AHMEDABAD, GUJARAT. JCR. 2020; 7(16): 1284-1296. doi:10.31838/jcr.07.16.163


Web Style

Dr. Ankur Gangal. AN EXAMINATION OF FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS BANKING SELF SERVICE TECHNOLOGIES IN THE CITY OF AHMEDABAD, GUJARAT. http://www.jcreview.com/?mno=5158 [Access: June 01, 2021]. doi:10.31838/jcr.07.16.163


AMA (American Medical Association) Style

Dr. Ankur Gangal. AN EXAMINATION OF FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS BANKING SELF SERVICE TECHNOLOGIES IN THE CITY OF AHMEDABAD, GUJARAT. JCR. 2020; 7(16): 1284-1296. doi:10.31838/jcr.07.16.163



Vancouver/ICMJE Style

Dr. Ankur Gangal. AN EXAMINATION OF FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS BANKING SELF SERVICE TECHNOLOGIES IN THE CITY OF AHMEDABAD, GUJARAT. JCR. (2020), [cited June 01, 2021]; 7(16): 1284-1296. doi:10.31838/jcr.07.16.163



Harvard Style

Dr. Ankur Gangal (2020) AN EXAMINATION OF FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS BANKING SELF SERVICE TECHNOLOGIES IN THE CITY OF AHMEDABAD, GUJARAT. JCR, 7 (16), 1284-1296. doi:10.31838/jcr.07.16.163



Turabian Style

Dr. Ankur Gangal. 2020. AN EXAMINATION OF FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS BANKING SELF SERVICE TECHNOLOGIES IN THE CITY OF AHMEDABAD, GUJARAT. Journal of Critical Reviews, 7 (16), 1284-1296. doi:10.31838/jcr.07.16.163



Chicago Style

Dr. Ankur Gangal. "AN EXAMINATION OF FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS BANKING SELF SERVICE TECHNOLOGIES IN THE CITY OF AHMEDABAD, GUJARAT." Journal of Critical Reviews 7 (2020), 1284-1296. doi:10.31838/jcr.07.16.163



MLA (The Modern Language Association) Style

Dr. Ankur Gangal. "AN EXAMINATION OF FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS BANKING SELF SERVICE TECHNOLOGIES IN THE CITY OF AHMEDABAD, GUJARAT." Journal of Critical Reviews 7.16 (2020), 1284-1296. Print. doi:10.31838/jcr.07.16.163



APA (American Psychological Association) Style

Dr. Ankur Gangal (2020) AN EXAMINATION OF FACTORS AFFECTING CONSUMER BEHAVIOUR TOWARDS BANKING SELF SERVICE TECHNOLOGIES IN THE CITY OF AHMEDABAD, GUJARAT. Journal of Critical Reviews, 7 (16), 1284-1296. doi:10.31838/jcr.07.16.163