ROLE OF EXISTING CHANNELS ON CUSTOMER ADOPTION OF NEW CHANNELS: A CASE OF ATM AND INTERNET BANKING

Banks harness the technological platforms known as Self Service Technologies (SSTs) to the maximum extent to deliver their services. Barring ATM the patronage to other channels is not overwhelming. Customers do need different level of skills and competence to create the services for them on the different types of SSTs. Hence it is necessary to identify the factors that influence the adoption of these SSTs. In this research through a structural equation model the adoption issues of internet banking as an SST was analyzed. The findings indicate that both trust in technology and self efficacy have a direct impact on attitude towards SSTs in general and the findings support the existence of hierarchy of attitudes that overall attitude have an effect on attitude towards internet banking. Further the results indicate that, though the satisfaction with existing channel does not have an impact on the attitude of SSTs in general, but it indirectly affects through trust in technology.