RANKING OF USER EXPECTATIONS WHICH INFLUENCE THE LEVEL OF ADOPTION AND USE OF INTERNET BANKING SERVICE

There is a growing awareness of the importance of internet banking in banks all over the world accompanied by their client's growing interest in using online banking services. In practice, it is often not enough to merely identify the expectations of users, but is necessary to determine the difference in the importance of the identified needs. In this way, employees in marketing and IT sectors can define priorities when designing and implementing strategies for successful online presentation. For the purposes of this study, in the process of identifying customer expectations, the authors used a combination of the two theoretical models: the Technology Acceptance model (TAM) and the Theory of Planned Behaviour model (TPB). The Analytic Hierarchy Process (AHP) was applied to determine the weights of the identified user requirements. The results showed that the perception of the security and financial risks, the perceived benefits, social norms and subjective attitudes, the ease of use, self-organization and the intention to manage one's own accounts do not bear the same importance when deciding on adoption of internet banking and when making decisions on future behavior. In practice, the results obtained can be used as guidelines and recommendations on how to define priorities when creating online banking offers. In theory, the presented systematization of user expectations may prove useful for future research on adoption and diffusion of online banking