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The influence of perceived risk in the uptake of self-service technologies within the retail banking sector : a study of customers using the industrial and commercial bank of China in Jilin
Author(s)
Liang, Yan
Date Issued
2006
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
This study aims to explore the impact of self-service technologies (SSTs) on the behaviour
of Chinese banking customers. The research has two purposes: (l) To determine how
perceived risk impacts on the use of SSTs for customers with a high and a low technology
readiness index (TRI) and (2) To understand the types of perceived risks within the banking
industry and which component of risk dominates customer's propensity to use SSTs. The
research focuses on the retail bank SSTs services for the reason that the banking industry
has the longest development history in SSTs. The research was conducted using a
questionnaire containing two service scenarios (bank information search, fund/money
transfer) and was distributed to 372 bank customers, of which a valid sample of 307
respondents was analyzed.
The test results indicate the effect of perceived risk does exist. High perceived risk
influences high TRI customers to lower their propensity to use the SSTs in the funds
transfer and money transfer service scenario, whereas customers with low TRI will tend to
lower their propensity to use SSTs in the funds transfer, money transfer and other services.
Psychological risk was also identified as the dominant influential risk factor among the
respondents. The results support the research hypotheses and highlight the importance for
companies to manage perceived risk in this technological era.
of Chinese banking customers. The research has two purposes: (l) To determine how
perceived risk impacts on the use of SSTs for customers with a high and a low technology
readiness index (TRI) and (2) To understand the types of perceived risks within the banking
industry and which component of risk dominates customer's propensity to use SSTs. The
research focuses on the retail bank SSTs services for the reason that the banking industry
has the longest development history in SSTs. The research was conducted using a
questionnaire containing two service scenarios (bank information search, fund/money
transfer) and was distributed to 372 bank customers, of which a valid sample of 307
respondents was analyzed.
The test results indicate the effect of perceived risk does exist. High perceived risk
influences high TRI customers to lower their propensity to use the SSTs in the funds
transfer and money transfer service scenario, whereas customers with low TRI will tend to
lower their propensity to use SSTs in the funds transfer, money transfer and other services.
Psychological risk was also identified as the dominant influential risk factor among the
respondents. The results support the research hypotheses and highlight the importance for
companies to manage perceived risk in this technological era.
Additional information
Thesis (MTech (Business Administration))--Cape Peninsula University of Technology, 2006
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203175425_Liang_Yan_mtech_bus_admin_2005.pdf
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