CONSUMER EVALUATIONS OF E-SERVICES: A PERCEIVED RISK PERCEPTION IN FINANCIAL INSTITUTIONS

Purpose: This research integrates the perceived risk theory and the technology acceptance model to identify the consumer's perception of risk toward electronic banking services. The main purpose of this research is to see how consumers perceive risk and its dimensions in creating attitudes and continuing to use electronic banking services. Methodology: To assess and measure customer perception, a questionnaire was adapted and distributed at branches of banks in Prishtina, which distributed the questionnaire to their customers. The confirmatory factor analysis and the regression analysis were performed in this study. Results: From the data obtained we can conclude that, compared to the risk components, the perception of benefits has a greater impact on consumer decision-making when using electronic banking services. Conclusion: This research has some implications. In theoretical terms, the findings provide a detailed perspective on the impact of risk components and benefits on attitudes and intention to use e-banking services. Whereas on the practical level, it provides recommendations for managers of commercial banks in Kosovo to create strategies and mechanisms aiming to increase security levels and consequently maximize customer trust in e-banking services.