Affective and instrumental commitment a special referece to self service technologies in domestic and foreign banks

InternationalSchoolofBusiness --- HoangThiBichChi AFFECTIVEAND INSTRUMENTALCOMMITMENT:ASPECIALREFER ENCETOSELF-SERVICE TECHNOLOGIESINDOMESTIC ANDFOREIGNBANKS MASTEROFBUSINESSHonours... I

InternationalSchoolofBusiness -

HoangThiBichChi

AFFECTIVEAND INSTRUMENTALCOMMITMENT:ASPECIALREFER

ENCETOSELF-SERVICE TECHNOLOGIESINDOMESTIC ANDFOREIGNBANKS

MASTEROFBUSINESS(Honours)

InternationalSchoolofBusiness -

HoangThiBichChi

AFFECTIVEAND INSTRUMENTALCOMMITMENT:ASPECIALREFER

ENCETOSELF-SERVICE TECHNOLOGIESINDOMESTIC ANDFOREIGNBANKS

ID:22120043

MASTEROFBUSINESS(Honours)SUP ERVISOR:Dr.LENHATHANH

Firstly,IwouldliketoexpressmygratefulnesstomysupervisorDr.LeNhatHanhf o r herprofessionalguidance,intensivesupport,valuablesuggestions,instructionsandcontinuousencouragementduringthetimeofresearchandwritingthisthesis

IwouldliketoexpressmydeepestappreciationtoISBResearchCommitteefortheirvaluabletimeastheirinsightfulcommentsandmeaningfulsuggestionswerecontributedsignificantlyformycompletionofthisresearch

MysincerethanksalsogotoallofallofmylecturersatInternationalBusinessSchool-UniversityofEconomicsHoChiCityfortheirteachingandguidanceduringmyMastercourse

Lastbutnotleast,Iwouldliketothanksmyfamily,whomwerealwayssupportingmeandencouragingmewiththeirbestwishes

Thepurposeofthisresearchistoinvestigatethefactorsthatinfluencecustomers a t i s f a c t i

o n

andtheircommitmentwithself-servicebankingtechnologies.Inparticular,t h i s fieldstudyconductedinVietnamfocusesonmakingacomparisononcustomers a t i s f a c t i o n andcommitmentofforeignbanksanddomesticbankswithself-

serviceb a n k i n g technologies.Theresearchindicatedperceivedusefulness,perceivedconvenience,privacyandsecuritypositiveeffectcustomersatisfaction.Asresult,suchp o s i t i v e effectsleadtoasignificantlyaffectiveandinstrumentalcommitmentofcustomerw i t h banksinVietnam.However,therearesomedifferencesbetweendomesticbanksandfo r eign banks.Basedonthefindingspresented,thisstudywillprovidebankersandpolicymakerswithagreaterunderstandingofcustomerassessmenttocomposetheappropriatef u t u r e strategies

Keywords:Self-servicebankingtechnologies,customersatisfaction,affectivecomm itment, instrumentalcommitment

CHAPTER1:INTRODUCTION 1

1.1 Researchbackground 1

1.2 Researchgap 3

1.3 Researchobjectives 5

1.4 Research methodologyandresearchscope 5

1.5 Researchcontribution 6

1.6 Researchstructure 6

CHAPTER2:LITERATUREREVIEW 8

2.1 Expectation-confirmationmodelinthecontextofIT(ECM-IT) 8

2.2 Self-servicebankingtechnologies 9

2.3 Customersatisfaction 9

2.4 Affectivecommitment 10

2.5 Instrumentalcommitment 11

2.6 Hypothesesdevelopment 12

2.6.1 Perceivedusefulness 12

2.6.2 Perceivedconvenience 13

2.6.3 Securityandprivacy 14

2.6.4 Overviewoncustomersatisfactionandcommitment 15

2.7 Theconceptualmodelandhypothesesoftheresearch 16

CHAPTER3:RESEARCHMETHODOLOGY 17

3.1 Researchprocess 17

3.2 Questionnairedesign 18

3.3 Sample 21

3.4 Datacollection 21

3.5 Dataanalysismethod 22

CHAPTER4:DATAANALYSIS 23

4.1 Respondents’demographics 23

4.2 ReliabilityAnalysis 25

4.3 ExploratoryFactorAnalysis(EFA) 30

4.3.1 EFA forindependentvariables 30

4.3.2 EFA forDependentvariables 32

4.4 RegressionAnalysis 33

4.4.1 SimpleRegressionanalysis 34

4.4.2 MultipleRegressionAnalysis 38

CHAPTER5:CONCLUSION,IMPLICATIONS,AND LIMITATIONS 47

5.1 Conclusion 47

5.2 ManagerialImplications 48

5.3 Limitationsandfutureresearch 50

REFERENCES 52

APPENDICES 64

Figure2.1:Atheoreticalmodel 16

Figure3.1:ResearchProcess 17

FigureD1:HistogramofCustomerSatisfaction(Domestic/Foreign/Overall) 76

FigureD2:NormalPlotofCustomersatisfaction(Domestic/Foreign/Overall) 77

FigureD3:ScatterPlotofCustomersatisfaction(Domestic/Foreign/Overall) 78

Table3.1Sourceofmeasurementscale 18

Table4.1Respondent’scharacteristics 23

Table4.2Reliabilitytestresult 28

Table4.3KMOandBartlett’sTest ofIndependentVariables 30

Table4.4RotatedComponentMatrixofIndependentVariables 31

Table4.5KMOandBartlett’sTest ofIndependentVariables 32

Table4.6RotatedcomponentMatrixofDependentvariables 32

Table4.7 Modelsummaryofsimpleregressionanalysis 34

Table4.8ANOVAofsimpleregressionanalysis 35

Table4.9Coefficientsofsimpleregressionanalysis 35

Table4.10Modelsummaryofsimpleregressionanalysis 36

Table4.11 ANOVAofsimpleregression analysis 37

Table4.12 Coefficientsofsimpleregressionanalysis 37

Table4.13Correlationsmatrix 40

Table4.14 Model summaryofmultipleregressionanalysis 41

Table4.15 ANOVAof multipleregressionanalysis 42

Table4.16 Coefficientsofmultipleregressionanalysis 42

Table4.17 Summaryofhypothesistestingresult 45

CHAPTER1:INTRODUCTION

Thischapterpresentstheintroductiontothestudy.Itcontainstheresearchbackground,researchgap,researchobjective,researchmethodology,researchscope,co n tr i b u ti o n ofresearchandresearchstructure

1.1 Researchbackground

“Todayfast-pacedworldisbecomingincreasinglycharacterizedbytechnology-facilitatedtransactions”(Meuteretal.,2000,p.50).Customerstendtointeractwithtechnologytocompletegiventaskinsteadofinteractingwithacustomerserviceemployee.AccordingtoMeuteretal.,(2000)self-

servicetechnologies(SSTs)aretechnologicalinterfacesthatallowcustomerstooffertheirownserviceindependentofinteractionwithafirm’sservicepersonnelthroughtheuseoftechnology.SSTsrepresenta varietyofdifferentservices,rangingfromthecommonautomatedtellermachines( A T

M s ) , onlinebooktickets,automatedhotelcheckout,bankingbytelephone.Toillustrate,mostrecently,a24-

hourATMsellscupcakesonstreetinNewYorkCity,AmericaandEgoldserviceswhichyoucanbygoldviainternethasjustbeenlaunchingbyTPBankinVietnamatthebeginningofthisyear

TherapiddevelopmentofSSTsinrecentyearsmeansthatcustomershavechangedt h e wayinwhichtheydealwithmanyservices,includingbankingservices(Bobbitt&D a b h o l k a r , 2001).Sincethemid-

1990s,therehasbeenafundamentalchangeinbankingservicechannelstowardusingSSTssuchasATMs.Thesedays,withtheadoptionoftechnologicallyenhancedservicedeliverymethods,anincreasingnumberoffinancialinstitutionsareusingtechnologyinordertofacilitatetheirservices.AlargeandgrowingnumberofconsumersinteractwiththeseSelf-

servicebankingtechnologies(SSBTs)thatincludeonlinebanking,ATMs,electronicfundstransferatthepointofsale,mobileb a n k i n g , telephonebanking,SMSbanking,whicharesoprolific

Affectedbyglobaleconomycrisissince2008,economyofVietnamhasbeenf a c in g variouschallengesandthebankingindustryisnotanexception.AccordingtoG e n e r a l StatisticsOffice,alotofcompanieshavehadtoshutdowninthisyear.

Therefore,thedemandofloansandcapitalofthosecompaniesisshrunkresultinginther eduction intherevenueofbankingindustry.Tosolvethisproblem,bankshavetodevelo p theirnon-

creditservicesinordertobalanceanddiversifytheirsourcesofr e v e n u e

Inaddition,integrationintoWTOhasalsoboostedVietnameseeconomytod e v e l o p remarkably.Asignificantamountofinflowsofinvestmenthasbeenpouredintot h e marketbyforeigninvestors.Manyforeigncompanieshavetakenpartindifferentindustriesincludingbanking.Theglobalizationofbankingindustryhasencouragedmanyd e v e l o p i n g countriesincludingVietnamintoopeningtheirmarketstoforeignbanksandb u i l t uptheindustryinfrastructuretointernationalstandards.Thoseforeignbanksownv a r i o u s advantagesintermsofnotonlycapitalandeffectivemanagementsystembutalsoh i g h technology.Theforeignbanksperformbetterthandomesticbanksbecauseoftheiro w n e r s h i p advantages(Claessens,2001;Harylchyk&Jurzyk,2011).Ontheotherhand,duetothebenefitoflocalmarketknowledgeandlongevity,domesticbanks,especiallythestateownedcommercialbanksdominatethemarket(Nahm,2008).However,thissituationwillchangewhenthemarketopensfreely.Therefore,tobecomemorec o m p e t i t i v e , domesticbankshavetofocusonimprovingtheirownservicequalitysuchasp ro fessio nali sm ofservicesprovidedandmodernizationinequipmentandtools

Intoday’sbusinessenvironment,customershavebecomethecenterofallbusinessd e c i s i o

n s rightfromtheconceptionofproducttothedeliveryofproduct.Inthehighlycompetitivebankingindustry,servicebecomesoneofthemostimportantelementsforg a i n i n g asustainablecompetitiveadvantageinthemarketplace.Understandingthep o te n t i al impactstheseSSBTsfacilitiesmayhaveonconsumers’satisfactionandtheiro n g o i n g commitmentisthechallengeforservicemanagersandresearchers

Ingeneral,commitmentisconsideredasthecustomers'retention,advocacyafterexperiencingthequality,afterself-service,sharedvalueandtrustofthevendor(Morgan

&Hunt,1994).Thisimpliesthatcustomercommitmenttotheservicesupplierwouldbeofv i t a l importancetotheirloyaltyinserviceindustries,particularlyinbankingservice

Noticeably,commitmentisamultidimensionalconstructionwhichincludesnotonlythetwoaforementionedcomponentsbutalsoawiderangeofothers;andtheeffectofvarioustypeofcommitmentoncustomerloyaltymaynotbeequivalentinbothmagnitudeandd i r e c t i o n (Fullerton,2003).Inmarketingfield,commitmentiscomplicatedandconsistsofa t leasttwofollowingcomponents:affectivecommitmentandinstrumentalcommitment( G u n d l a c h etal.,1995),whichwillbediscussedindetailincurrentstudy.Morespecifically,affectivecommitmentisanattitudinalcomponentwhichsignalizesthed u r a b l e intentiontothriveandmaintainapermanentrelationshipinthelongterm;i n s t r u m e

n t a l commitmentexpressesanaffirmativeactiontakenbythevendortomakecustomerinterestedinstayingwiththem(Gundlachetal.,1995ascitedinBeatson,Coote

&Rudd,2006).Nevertheless,inthisstudyextent,affectivecommitmentandinstrumentalc ommitmentarethetwocomponentsdiscussedinmoredetail

1.2 Researchgap

ThenumberofcustomersthatareusingSSBTsisincreasingdaybyday.VietnamB a n k s Association(2014)statedthat40bankshaveannounceddeploymentofinternetb an k i ng systematdifferentlevel.Especially,aboutusingcardservices,asof31thDecember2013,thetotalnumberofcardsissuedby50issuersofmorethan66.2millioncards-

upmorethan20%comparedwith2012;totalsalesofmorethan1,206,704cardpaymentbillion,up23.37%comparedwith2012.Oninfrastructureforpaymentcardtransactionhasinstalledapproximately15.300ATMsand130.000POS(VietnamBanksA s s o c i a t i o n , 2014).Vietnamisexpectedtosharecommoncharacteristicssuchashuge

population.Moreover,accordingtoeMarketer’slatestreportascitedinFinanceJournal(2014),Vietnamhasabout5.3millioninternetsubscribers,penetrationratereached3 5 6 % ; and121.7millionmobilesubscribers,ofwhich30%aresmartphones.Thesenotablefiguresarenotonlyagoodsignforthetechnologyapplicationindustry,butalsoag r e a t opportunityforthedevelopmentofSSBTswhichisoneofthekeybusinesssegmentsofbankstoday.

Intheliterature,therewerealotofresearchesaboutSSBTs(Pikkarainenetal.,2 0 0 4 ;Chengetal.,2006;Guriting&Ndubisi,2006;Farzianpouretal.,2014).Fromthepointofview,mostofthesestudyfocusondeterminingthefactorsthatdirectlyaffectcustomersatisfaction,customerintentiontousesomebasickindofSSBTsandsomestudiesalsobrieflymentionedabouttheircontinuedbehavioralintentioningenerally

MostofthesestudiesonSSBTsinVietnamhaveinvestigatedpopularSSBTssuchasA T M s, internetbanking,mobilebankingofaparticularbank.Meanwhile,thisresearchwillfocusonfindingaboutgeneralSSBTsofbankingsysteminVietnam.Tothebestofourknowledge,therewereonlyfewstudiesthathavebeenconductedforexaminingthee f f e c t ofcustomersatisfactionontwospecificdimensionsofcommitment(i.e.,affectivea n d instrumental).Inthisstudy,bycategorizingcommitmentintotwocomponents,theinvestigationonthelinkagebetweencustomersatisfactionandcommitmentbecomesc l e a r e r andmorespecific.SSBTshavebeenwidelyappliedindevelopedcountries,howeveritisconsideredasanongoinginnovationinVietnamesebanks,andtherearestilllimitedstudiesaboutSSBTs,customersatisfaction,andcommitmentinVietnam.Morespecifically,theresearchofWang(2012)indicatedthatperceivedconvenienceandp e r c e i v e d usefulnessofSSBTshavepositiveimpactoncustomersatisfactionandtheirc o m m i t m e n t tothebank.Moreover,theresearch’sfindingofPikkarainenetal

(2004)hads h o w e d thatsecurityandprivacyimpactsignificantlyoncustomersatisfactionofusingS

S B T s Therefore,thisresearchtriestotesttheeffectofperceivedconvenience,perceivedusefulnessandsecurityandprivacyofSSBTsoncustomersatisfactionandtheircommitmenttothebanks

Inaddition,theperformanceofforeignbankinVietnamhasbeenknownalittleu n t i l nowbecauseofthelackofdataandinformation,thusthisstudyaimstoexaminehowdomesticbanksdifferfromforeignbanksinthesamemarketaboutcustomers a t i s factionandcommitmentwithbanksafterusingSSBTs.

1.3 Researchobjectives

Theoverallobjectiveofthisresearchistoexaminesomefactorsinfluencingcustomersatisfactionandthenaffectiveandinstrumentalcommitment,differencesb e t w e e n domesticbanksandforeignbanksaboutcustomersatisfactionandcommitment,p a r t i c u l a r l y thefollowingrelationshipsareexplored:

testedon10r e s p o n d e n t s andminormodificationswillbemadetothequestionnaireonthebasisofpre-

testing.DatacollectedfromsurveywillbedescriptivelyanalyzedbyusingStatisticalP a c k a g efortheSocialScience(SPSS)version22.0.TheanalysisofdatafirstlywillbetestedthereliabilityofthemeasurementscalebyusingCronbach’sAlpha.Afterthat,an

ExploratoryFactorAnalysiswillbeusedtocheckthevalidityofthemeasurementscale.Finally,singleandmultilinearregressionwillbeemployedasthemainmethodforinvestigatingtherelationshipsamongfactorsintheresearchmodel.Inconsequently,thisr e s u l t willbeusedforexplainingtherelationshipamongfactors,andtheanalysiswillalsod e s c r i b e themeaningofmodelwhenapplyinginVietnamSSBTs.

Samplesforthestudybaseduponavailabilityofrespondents.Thetargetp o p u l a t i o n ofthisstudyiscustomerswhoareusinganykindofSSBTsofeitherdomesticorforeignbanksinVietnam

1.5 Researchcontribution

TheresearchinvestigatescustomersatisfactionandcommitmentinthecaseofSSBTsinVietnam.Thisstudycontributestocurrentandfutureresearchbycomparinga n d contrastingrelatedliterature.Especially,wehopetoprovideapplicationtoinvestigatecustomersatisfactionandcommitmentwithbanksinVietnam.Thefindingofthisresearchw i t h clearunderstandingofcustomersatisfactionandcommitmentwithbankinusingSSBTscanbeservedasaguidelineforpolicymakersandleadersofbanksinVietnamtosatisfytheircustomerandmaintaintheircommitment.Inaddition,itisalsonecessaryf o r thenewcomingbanks,whowanttojoinintothiskindofmodernserviceofbankingi n d u s t r yinVietnammarket

1.6 Researchstructure

Thisresearchcontainsfivechapters.Thefirstchapterintroducesanoutlineofthisstudy.Itpresentsbackgroundoftheresearch,researcher’smotivationandobjectiveofd o i n g research.Inaddition,theintroductionchapteralsopresentsthepracticalc o n t r i b u t i o n s aswellasthemethodologyandscopeofcollectingdatawhendoingthisr e s e a r ch Chaptertwomainlyintroducesthetheoriesintheliteraturerelatedtoeachoffactorsintheresearchmodel,includingperceivedusefulness,perceivedconvenience,s e c u r i t y &privacy,customersatisfaction,affectivecommitmentandinstrumentalc o m

m i t m e n t Thenextchapterpresentsbriefdescriptionofresearchmethodologyused

fortheresearch.Theresultsofdataanalysiswillbediscussedinchapterfour.Finally,c h a p t e r finewillsummarizethemainfindingofresearch,andalsomentionaboutthelimitationofresearch.

Inthischapter,thetheoreticalframeworkrelatedtothescopeofthisstudywillbediscussedinmoredetails.Thischapterwilldescribetheresearchmodelandproposedh y p o t h e s e s Thisreviewalsoexploresthesixfactorsrelatedtothemodelandresearchmodelofthestudy.ThefirstpartsofthisreviewofliteraturewillintroducetheconceptofSSBTs

2.1 Expectation-confirmationmodelinthecontextofIT(ECM-IT)

TheproposedmodelofthisstudyisbasedonExpectation-

ConfirmationModelinthecontextofIT(ECM-IT)whichprovidedatheoreticalbackgroundforexplainingcustomersatisfactionwithtechnology.Traditionally,customersatisfactionisexplainedbytheexpectancy-

confirmationparadigm(Oliver,1993).Basedonthat,Expectation-C o n f i r m a t i o n ModelinthecontextofITwasdevelopedbyBhattacherjee(2001)andhasbeencenteredonthetargetonlineandmobiletechnologydomain(Kangetal.,2009)

Bhattachcherjee(2001)arguedthatperceivedusefulnessisthemostconsistentantecedentofindividuals’ITadoptionintention,soitisproposedasasurrogateforpost-usageexpectationinECM-

IT.Moreover,thehypothesizedmodelextendstheoriginalECM-ITbyaddingtwouniquecharactersandimportantincentivesintheSSBTscontextincludingperceivedconvenienceandsecurity&privacy

Inaddition,anotherattemptofthisstudyistotestthewaysinwhichcustomers a t i s f a c t i o

n mayimpactonconsequencebehavior,suchascustomercommitment,whichh a s linkedtogetherinpreviousresearch(Garbarino&Johnson,1999).Thisattentionalsop r o v i d e s managerswithinsightsintohowtoaddresscustomersatisfactionandcommitmentwithbanksfromapost-

usageSSBTsexpectationperspective

Therefore,thisstudyproposedandempiricallyvalidatedtheextendedECM-ITino r d e r toreflecttheuniquenessofSSBTs

2.2 Self-servicebankingtechnologies

“Self-servicetechnologies(SSTs)aretechnologicalinterfacesthatenablecustomerstoproduceaserviceindependentofdirectserviceemployeeinvolvement”( M a e u t e r etal.,2000,p.50).SSTshaschangingthewayinteractionbetweensuppliersandbuyers,thecustomercanusetheseservicesbythemselves,withoutanydirectcontactwithanyemployeesofthefirm(Eriksson&Nilsson,2006).SSTshavebeenplayinganimportantroleinenablingthewayconsumersperformservicedeliverythemselves

Therefore,usingSSTscanbringalotofbenefitsfromtheperspectiveofboththefirman d customers(Meuteretal.,2000)

ThedevelopmentofadvancedSSTssetthestandardsforSSBTs.Mostoffinancialinstitutionshastransformedfromthetraditionalapproachofbrick-and-mortarintoclick-and-

mortar(Ho&Ko,2008).SSBTsrepresentavarietyofdifferentservices,rangingf r o m thecommonautomatedtellermachines(ATMs),onlinebanking,mobilebanking,S M S banking,telephonebanking,queuemanagementsystems

2.3 Customersatisfaction

Customersatisfactionisoneofthemostimportantoutcomesofmarketingactivity( S p r e n

g etal.,1996;Fournier&Mick,1999).Customersatisfactionisknownasan“evaluationoftheperceiveddiscrepancybetweenpriorexpectationsandtheactualperformanceoftheproduct”(Tse&Wilton,1988,p.204).Nowadays,inthedynamicsb a n k i n g industry,customersatisfactionisconsideredastheessenceofsuccess.Customersa t i sf a c t i o n daybydaybecomesveryimportantforattractingmoreandmorecustomersf o r increasingcustomerbasewhendoingbusinessandalsoinbankingsector.“Mostofthebankssettheirstrategiestowardsincreasingsatisfactionandloyaltyofcustomersthroughthequalityofservice”(Siddiqi,2011,p.17).Customersatisfactionisconsidereda safullymeasureofservicequalityandwhichleadtothecontinuousbehaviorrel at i onsh ip s withtheservicesupplier(Rust&Chung,2006)aswellasdominatingSSTsuccess(Chenetal.,2009).Prabhakaran(2003)statedthatthecustomeristhekingsothe

(2009),highqualityservicesreachhighcustomersatisfactionandincreasescustomerl o y a l t y orcustomercommitmentaswell.SounderstandingthedeterminantsthatleadtothecustomersatisfactionareimportantforSSBTssuccessinretailbanking

2.4 Affectivecommitment

Customersatisfactionismanifestedthroughtheircommitmenttotheproviders.C o m m i t

m e n t canbedefinedasanaspirationtosustainthevaluedrelationshipbetweencustomersandsuppliersinthelongterm(Moormanetal.,1992).Themoresatisfiedconsumersarewithproductorservicereceived,thehigherprobabilitytheycommittomaintainastablelong-

termrelationshipwiththeorganization(Heskettetal.,1994;McQuitty,Finn&Wiley,2000;Singh&Sirdeshmukh,2000;Szymanski&Henard,2 0 0 1 )

Affectivecommitmentisoneoffundamentalcomponentstothesuccessofanorganization.Itisconsideredasapsychologicalelementofconsumerswhenexperiencingthegoodqualityofproductsorfeelingsatisfiedwiththeservicesofferedbytheproviders,t h e r e f o r e , theythemselvesdesiretocontinuetherelationshipwiththeorganizationw i t h o u t anyexternalforce(Beatson,Coote

&Rudd,2006).IfcustomersfeelsatisfiedwithwhattheyreceivedfromtheSSTssuchasperceivedusefulnessorconvenience,theyvolunteertokeepusingtheservicewithoutanyexteriorinfluence

Inordertobuildthecustomers'affectivecommitmenttowardaretailbank,therea r e twoexchangestakingplacebetweenthebankerandthecustomerneededconsideringcarefully.Firstly,thatistheexchangesofbank'sproductsandservices;moreover,itisveryrequisitetodignifytheroleofusefulness,enjoymentandconveniencethatSSTsb r i n g s tocustomersaswellastherisktheyhavetofacewhenusingtheseservicesofferedbyabank.TheotherisaninteractionbetweenbankersandcustomerswhichMenon&O ' C o n n o r (2007,p.162)called"interpersonaldimension".Realityshowstheessentialroleo f interpersonaldimensionofcustomers-bankersinteractioninmaintainingtheaffective

commitment,thisrolewasmentionedinmanypreviousresearchaswell.Menon&O'C on no r (2007)suggestedthatwhilethecorebankserviceisthemainreasonleadingtotheinteractionbetweencustomersandbankers,interpersonalinteractionseemstobethemostvitalelementcontributingtothecustomersatisfactionwhichensurestheiraffectivec o m m i t m e n t

Inotherwords,inanacceleratingpaceofglobalizationandcompetitiveness,customers' loyaltyanddesireofinvolvinginanorganizationplaysanimportantroleinthedevelopmentandsuccessofthatcorporation.Thebankmanagersmusttakerighta c t i o n toraisetheeffectivecommitmentofcustomersthroughachievingapositivean swer fromthemtothequestion:"DoIwanttomaintainmymembershipinandpatronageoftheco-

operative?"(Jussila,Byrne&Tuominen,2012,p.2)

2.5 Instrumentalcommitment

Thesecondcommitmentdimensionisinstrumentalcommitment.Inthistypeofcommitment,ifconsumersleaveordonotwanttocontinueusingproductsorservicesofanorganization,theymustincurperceivedcostswhichcanbeeconomicorpsychologicalinnature,itmeanstoberealorperceived(Morgan&Hunt,1994ascitedinBeatson,Coote&Rudd,2006).Namely,thecostmaybetimeorexpenditurespenttofindanewemployerwiththesamequalityasthecurrentone(Allen&Meyer,1990ascitedinB e a t s o n , Lings&Gudergan,2008)orirritationandriskswhenchangingserviceproviders(Beatonetal,2006).Therefore,whenthereisaperceptionofalackofpotentialalternativee m p l o y e r ,customerstendtostaywiththeirorganization.However,MenonandO'Connor(2007)suggestedthatifcustomersdonotdisplaygoodfitwithcompanyo f f e r i n g s andthecompanycannotmeettheneedsofcustomers,buttheydonotd i s c o n t i n u e theirmembershipduetoperceivedcosts,thecompanyshouldproactivelyd i r e c t thecustomerstomoresuitableorganization,thisactionreflectsaconcernforthecustomersandmaylikelytobringapositiveattitudefromthemtothecompany

(2012)instrumentalcommitmentbasedonatheoryinwhichanorganizationstrivedtoconvinceitsmemberstocontinuetoinvolvebygivingthemaninducementforcontribution.Menon&O'Connor(2007)dividedthisinducementintotwotypes-extra-rolesocialbondsandintra-

rolesocialbonds.Theformercanbeane v e n t orworkshopthatmakesprovidersandcustomerscloser.Thelatter,forexample,p r o v i d i n g customerswithsubscriptionstointernalmagazines,personalinvitationtosociale v e n t s Customerswillcontinueparticipateintheorganizationaslongastheinducementmeetorexceedthebenefitheldbythem.Themorethespreadbetweeninducementandc o n

t r i b u t i o n increases,thelessthetendencyofanindividualtoleaveis(Penley&Gould,1988ascitedinHungetal.,2012)andviceversa

2.6 Hypothesesdevelopment

2.6.1 Perceivedusefulness

TheimportanceofperceivedusefulnesshasbeenwidelyrecognizedintheSSBTs.U s e f u l n e

s s isthesubjectiveprobabilitythatusingthetechnologywouldimprovethewaya personcouldfinishtheirgiventask(Davisetal.,1989).Perceivedusefulnessisdefineda s “thedegreetowhichapersonbelievesthatusingparticularsystemwouldenhancehiso r herjobperformance”(Davis,1989,p.320).Accordingtothisdefinition,usercontextw i l l bemoreemphasizedbyaskingcustomerstofocusonperceivedbenefits,regardlesso f thepropertiesoftheSSBTsthemselves.CustomerswillnotperceiveSSBTsasusefuliftheydonotprovidebenefit.AccordingtoGuriting&Ndubisi(2006),perceivedu s e f u l n e

s s isstronglyassociatedwithproductivity.Itsuggeststhatusingtechnologywouldimprovethewayausercompletesagiventask.Perceivedusefulnessisthekeyd r i v e r ofconsumerattitudestowardSSBTsusage.Manyresearchers(Gerrard&Cunningham,2003;Chengetal.,2006)havefoundthatperceivedusefulnessstronglyimpactoncustomers’intentiontouseanyapplication.Perceivedusefulnesshasbeenseena s aprimarymotivatorofSSBTsacceptance.Inaddition,perceivedusefulnessreferstoconsumers’perceptionsregardingtheoutcomeoftheexperience(Davisetal.,1992)

( 2 0 0 4 ) foundperceivedusefulnessasadeterminantofactualbehaviorwhichencouragedtheuserofthetwenty-

firstcenturybankingtousemoreinnovativeanduserfriendlySSTsthatgivethemgreaterautonomyinperformingbankingtransactions,inobtainingi n f o r m a t i o n onfinancialadvices,andinpurchasingotherfinancialproducts.So,ifconsumersseetheusefulnessofSSBTs,theyaremorewillingtousetheSSBTs.Basedona b o v e argument,thefollowinghypothesisisdeveloped:

Hypothesis1:Perceivedusefulnessispositivelyrelatedtocustomersatisfaction

2.6.2 Perceivedconvenience

CustomerdecisionaboutwhethertoadopttheSSTsornotdependonmanyf act or s, includingconvenience,risk,securityandpriortechnologicalknowledge Amongtheseelements,convenienceseemstohavethemostsignificantimpactonusingorr eject in g SSTs,particularlyperceivedconvenience.EveninthestudyofEastin(2002),heco ncl u d ed thatperceivedconvenienceisthestrongestpredictorofSSTsusage

Perceivedconvenienceisdefinedasadegreetowhichacustomercanusetheservicewheneverandwherevertheyneedanditisclarifiedthroughananswerfortheq u e s t i o n : "Istheserviceeasytoaccessanywhereandanytime?"(Susanto&Goodwin,2 0 1 0 , p.65)

Inthebanks’perspective,perceivedconvenienceisanelementcontributingtof o s t e r i n g thequalityofSSTs.Collier&Sherrel(2010)anticipatedthatperceivedc o n v en i e n c e isamovementtoforcebankertoimproveandupgrade;thus,resultinafaster transactionforcustomers.IfanATMmachine,whichiscontainedinSSTsislocatedinaninappropriateplaceorovercrowdedenvironmentthatmaypreventthecustomersfromfullyinteractingwiththetechnology,thesefactorscanleadtoareductionintransactionspeedbecauseoftheimpactfromoutside.Byreducingthetimeandeffortinlookingforandfacilitatingtheservicetransaction,perceivedconveniencecontributestothequickertransactionforcustomers

Fromtheusers’pointofview,perceivedconvenienceinfluencestheirpossibilityofd i s c o v e

r y andraisestheirevaluationtrust(Collier&Sherrel,2010).Ahnetal

(2007)a s s e rt e d thattheconvenienceoftechnologywillheightenthewillingnesstoexplorenumerousfeatureofferedbythetechnologyinsteadofthestraintocompletethetransactionasfastaspossible.Byofferingcustomersmoreoptionsonwhenandwheretoe n a c t atransaction,thebankerimpliesthecredibilityandqualityoftheiroffering(Yangetal.,2006).Whencustomersperceivedtheconvenienceinfindingandfacilitatingaself-

servicetransaction,theeasinessincarryingoutatransactioncanreducesomeofpotentialr i s k s , subsequentlyinfluencedthetrustplacedontheservicebankers(Collier&Sherrel,2 0 10 )

Beingawareoftheimportanceofperceivedconvenience,bankingmanagersshouldconcentrateonthisadvantagefactorinpromotingSSTs(Susanto&Goodwin,2 0 1 0 ) Hence,weproposalthefollowinghypothesis

Hypothesis2:Perceivedconvenienceispositivelyrelatedtocustomersatisfaction

2.6.3 Securityandprivacy

Theimportanceofsecurityandprivacyinbankingserviceshasbeenmentionedinm a n y researches(Hemandez&Mazzon,2007;Chen&Barnes,2007).T h e roleofs e c u r i t y andprivacyinthedecisiontoadoptSSBTsisincreasedbecausecustomersp e r f o r m theirtransactionswithnoface-to-

facecontactwiththesupplier’spersonnelandn o cashonhand.Customersarealwaysconcernedaboutpotentialfinancialrisksandthreatsforprivacyandpersonalinformationlost(Yiuetal.,2007).Thechallengesintermsofsecurityandtrustplaythemainrolewithusingthepublicnetworktoperformtransactions(Ganesan&Vivekanandan,2009).Thereforebankshouldplaytheirrolesino r d e r toinfluencetheircustomer’sperceptionofSSBTssecurityandprivacythroughtrainingandpromotionstrategies

(2008)securityandprivacystandsforthereliabilityo f aninnovationandabeliefonthepartofthecustomerthatmostofbankingtransactionc a n becompletedconfidentiallyandsafely.TheresultofthestudybyRogers,Gilbert&C a b r e r a (1997)whichsurveyedeightnone-

usersontheirpotentialconcernsaboutusingA T M s , indicatedthatsafetywasthemostimportant.ThisresultisalmostsimilartoSathye(1999)studywhichalsoshowedthatprivacyandsecuritywerefoundtobes i g n i f i c a n t obstaclestotheacceptanceofonlinebankinginAustralia.Thus,wecanbuildf o l l o wi n g conceptualhypothesis:

Hypothesis3:S e c u r i t y andprivacyispositivelyrelatedtocustomersatisfaction

2.6.4 Overviewoncustomersatisfactionandcommitment

Customersatisfactionisafundamentalmarketingconcept(Fournier&Mick,1999)andisdefinedasanaffectivestateoroverallemotionalreactiontoaserviceex p er i en c e (Giese&Cote,2000).Moormanetal.,definescommitmentas“anenduringdesiretomaintainavaluedrelationship”(1992,p.316)andconsidersitasanessentialingredientforsuccessfullong-

termrelationships(Morgan&Hunt,1994).Itisproposedthatcustomercommitmentinthisstudyisconceptualizedasamultidimensionalconstructw i t h twodimensions:affectivecommitmentandinstrumentalcommitment,whichhaveb een identifiedinpreviousresearchoncommitment(Gundlachetal.,1995)

Customersatisfactionhaslinkedwithcustomercommitment(Garbarino&Johnson,1999)andgenerallyconsideredasinfluentialintheformationanddevelopmento f customercommitment(Johnsonetal.,2008).Szymansky&Henard(2001)arguethatt h e moresatisfiedcustomersarewiththeserviceexperience,themorelikelytheyaretocommittoarelationshipwiththeservicesupplier.A

n d Bansaletal

(2004)alsostatesthatcustomersatisfactionisaprimaryantecedentofaffectivecommitment,thestrongerthecustomersatisfaction,thestrongerthecommitmentincustomerservice.Thepreviouss

t u d y hasconcludedthatcustomersatisfactionhavepositiverelationshipwithcustomer

Figure 2.1: A theoretical model

Perceived Usefulness

AffectivecommitmentConsumer satisfaction

Perceived Convenienc

InstrumentalcommitmentSecurity

and Privacy

commitment(Thurau,2004).Basedonpreviousresearch,thetwofollowinghypothesesar e developed:

Hypothesis4:Customersatisfactionispositivelyrelatedtoaffectivecommitment

And

Hypothesis5:Customersatisfactionispositivelyrelatedtoinstrumentalc o m m i t m e n t 2.7Theconceptualmodelandhypothesesoftheresearch

Research gap Research objective Research contribution

Reliability testing (Cronbach’salpha)

Conclusion and implication

CHAPTER3:RESEARCHMETHODOLOGY

Thischapterpresentsbriefdescriptionofresearchmethodologyusedfortheresearch.Atfirst,researchprocessispresentstepbystep.Then,itdescribesthemeasurement scaleswhichareusedindesigninganddevelopingquestionnaire.Afterthat,sampledescriptionisconducted,followedbydatacollectionanddataanalysismethod

3.1 Researchprocess

Figureindicatestheprogressandstructureofthisstudy

Draftscale

interview_Qualitativ eresearch Finalscale

In-depth-Figure3.1:ResearchProcess

Firstly,bydefiningresearchproblemandidentifyingresearchobjectiveandq u e s t i o n s , researchcontributewasseenasthegoalofthisstudy.Then,thisstudyc o n d u c t e d aliteraturereviewtointroducethetheoriesrelatetoeachfactorstofindoutthesuitableonefortheresearchmodelofthisstudy.Basedonthat,apreliminaryq u e s t i o n n a i r e wasformed.Afterthat,collecteddatawasprocessedbyStatisticalPackageforSocialScience(SPSS)version22.0usingenteringmethodwithvariousstatisticaltests.

3.2 Questionnairedesign

Inthisstudy,thequestionnairewasdividedintotwosectionstoobtainthemajorinf orm ati

o n.Thefirstsectionexploredrespondent’sdemographicsdetailinformationsuchasgender,age,incomelevel.Suchbasicinformation,wecanclassifyandcompareg r o u p ofparticipants

Aboutthesecondsection,ordinalscaleisusedasameasurementwithmultiplec h o i c e s , whichweredevelopedbypreviousresearchers,toadequatelycapturethedomaino ftheconstructs.ItwasdevelopedasavalidandreliablescalecreatedPerceivedusefulness(4items),PerceivedConvenience(4items),Securityandprivacy(4items),customersatisfaction(3items),Affectivecommitment(6items),Instrumentalc o m m i t m e n t (6items).Toavoidresponsebias,allconcepts’nameswaseliminatedfromthequestionnaire,total26questionsweredisplayedcontinuouslyinonetable3.1

UsingtheSSBTincreasesmyproductivityofh an dl

in g myservicetransactions

UsingtheSSBTisaconvenientwaytoconductservicetransactions

PERCEIVEDC

ONVENIENCE

TheSSBTallowsmetoconductservicetransactionswheneverIchoose

UsingthisSSBTmakesmyservicetransactionlesstimeconsuming

TheSSBTallowsmetosavetimeonservicetransactions

Wang,(2012)

SECURITYAND

PRIVACY

IamnotworriedaboutthesecurityofSSBT

UsingSSBTisfinanciallysecureItrustinthetechnologyaSSBTisusingItrustintheabilityofaSSBTtoprotectmyp rivacy

Pikkarainen etal.,(2004)

AFFECTIVECO

MMITMENT

IfeelasenseofbelongingtoSSBTsserviceofthisbank

IamloyaltothisbankIamcommittedtomyrelationshipwiththisbankIwouldliketodevelopalong-

termrelationshipwiththisbankIfeelstronglyattachedtothisbankIfeelmoreattachedtothisbankthanotherb an k s

Beatsonetal., (2006)

INSTRUMENTALC

OMMITMENT

Itwouldbedifficultformetofindanotherbankofequalstandard

IdonothaveagoodalternativetothisbankItwouldcostmeagreatdealtouseSSBTofanotherbank

IwouldconcernedaboutwhatwouldhappenifIused

S S B T ofanotherbankMovingtoanotherbankisnotworththeeffortIngeneralitwouldbeinconvenienttochangebanks

Beatsonetal (2006)

3.3 Sample

TherespondentsofthissurveywererecruitedfromamongcurrentSSBTscustomersinVietnameitherdomesticorforeignbanks,whohasincomeandhade x p e r i e n c e withanykindofSSBTs.Thesampleofthesurveyquestionnaireinthepresentresearchhasconductedbyusinganonprobabilitysamplingtechnique.Thesecollectedd a t a hasexpectedtoanalyzeandthenbuildthetheoreticalrelationship

Aboutthesamplesize,consequentialresearchrequiresthesizeofsamplebige n o u g h toensurestatisticalsignificant.AccordingtoHairetal

(2009)minimumsamplesizeusedinstatisticalanalysisshouldbeequaltoorgreaterthanfivetimesofnumberofv a r i a b l e s , butnotlessthan100togeneratereliableresults

n>=100andn>=5k(wherekisthenumberofvariables)

Thisresearchconsistedof26variables,asresult,thenecessarysamplesizerequiredtorunEFAshouldbe:26*5=130observations

Inaddition,Nunnally&Burstein(ascitedinNguyen,2011)emphasizedthatthem i n i m

u m samplesizeincaseofstandardmultipleregressionshouldbe:

N>50+8m(wheremisthenumberofindependentvariables)

Applythisformulafor3independentvariablesinthisstudy,wehavetheminimumsamplesizenecessaryformultilinearregressionasfollow:N > 50+8*3=74

Summarily,with26variablesand3independentvariables,thisstudyneeded130o b s e r v a t i

o nsatleastforeachgrouptotakeEFAandregression

3.4 Datacollection

Inthisresearch,weusedthereliabilityandvalidityquestionnaireitemsfromp r e v i o u s researchers.ThequestionnairedesignedwasoriginallydesignedinEnglishandthentranslatedintoVietnamese.Toensurethecorrectmeaningofthetranslatedversion,a n EnglishexpertwasaskedtoreviewthetranscribedcopiesinEnglishandVietnamese

Beforelaunching,thisquestionnairewaspre-testedbyfacetofaceinterviewingaround1 0

peoplewhoareworkinginself-servicetechnologiesrelatedDepartmentofBanksandcustomerswithlongexperiencewithSSBTstomakesurethattheyunderstoodclearlya b o u t thescaleornotwiththeaimtomodifythemeasurementscalemoresuitablewhenapplyingtotheresearchinVietnam.Basedonthat,thefinalversionofquestionnairewaslaunchedthemainsurvey(seeAppendixAandB)

Exceptthedemographicsection,thesectionBwasdesignedasafive-pointLikertscale,withhigherscoresrepresentgreateragreementwitheachstatement,anchorpointsincluding“strongdisagree”(=1),“disagree”(=2),“neutral”(=3),“agree”(=4),and“ s t r o n g agree”(=5)todeterminecustomer’sagreement

Asmentionedinprevioussection,thisstudyneeded130respondentsinminimumfore a c h oftwosamples.350questionnairesweredistributedusingemail,facebookandd i r e ct l y usingpapertorespondents

3.5 Dataanalysismethod

ThecollecteddatawasanalyzedbySPSSversion22.0inwhichCronbach’salphar e l i a b i l

i t y analysis,EFA,simpleandmultipleregressionanalysisfunctionwereenabledtosupportthisresearch.Firstly,descriptiveanalysiswasusedtodescribegeneralviewoft h e samplecharacteristics.Secondly,thereliabilityofmeasurementscaleswasexaminedbyusingCronbach’sAlphaanalysis.Then,ExploratoryFactorAnalysis(EFA)wasusedtodeterminethenumberoffactorsaffectingthemeasuresandstrengthenofther e l a t i o n s h i p betweeneachfactor.Bydoingthisway,anyitemswhichwerenotsatisfiedtheconditionsofreliabilityandvaliditywouldbedeleted.Finally,MultipleLinearR e g r e s s i o n methodwasusedtotesttheresearchmodelandhypotheses,toidentifythecorrelationandmeasuretheimpactlevel

Theresearchmethodologyinthepreviouschaptertoexaminescalevalidationprovidedthebaselinefordata-gathering.Inthispartofresearch,thecollecteddatawillbeanalyzedbyusingSPSS-Statisticalsoftwarepackageandthentheresultsofhypothesestestingwouldbeshown

Firstly,respondents’demographictoprovidethegeneralinformationofr e s p o n d e n t s wereanalyzed

Secondly,Cronbach’sAlphaandExploratoryFactorAnalysis(EFA)areusedtoa s s e s s thereliabilityofmeasurementscalesandthevalidityofsamplesize.Inthenextstep,simpleregressionandmultipleregressionisusedtotestthehypothesesofthisstudy

Finally,resultsofhypothesestestingwerediscussed

Theproposedmodelwasmultiple-sample(thedomesticbanksampleandthef o r e i g n banksample)comparedaswellastheoverallsamplepooledbythetwoindividualsamples.Hence,allthestatisticaltablesinthischapterusing“slashsigns”toshowtheresultsofthreegroups(domestic,foreign,overall)

4.1 Respondents’demographics

Accordingtothesurveyresponse,respondentswereaskedabouttheirgender,agean dincome.Thebasicinformationwasdescribedinordertoevaluatetheadequacyofthesamples.Thissubsectionsummarizedbackgroundcharacteristicsofrespondents

Demographicanalysisincludeddescriptionofrespondentcharacteristics,presentingratioofeachsamplesegment,includinggender,generationandincome.Therespondents’characteristics wereshowedinthetable4.1

Table4.1Respondent’scharacteristics

Domestic/Foreign/overall

34.66/12.31/25.1639.20/20.77/31.37

35with53.98%offirstgroupand59.23%ofthesecondone.InthesamplegroupofcustomerwhouseSSBTsofdomesticbanks,aroundhalfofthemwere1 8 -

2 5 yearsold,with39.20%,whichis27.69%oftotalcustomerswhomarethecustomerofforeignbanks.Inaddition,inforeigncustomersample,thereis13.08%respondentsw e r e between36-

45yearsold,mostofthemwereleadershipsandgothighincome

4.2 ReliabilityAnalysis

Cronbach’salphawhichisthemostcommonmeasureofscalereliabilitywasc o n d u c t e dasanindicatorforexaminingthereliabilityofvariablesinthequestionnairetomakesurealltheitemsinonescalewerereliableinmeasuringtheresearchconceptthattheybelongedto.Ingenerally,Cronbach

’sAlphavalueaboveoratleastequal0.6isacceptableforscalereliability(Nunnally&Burnstein,ascitedinNguyen,2011).I n addition,thecorrectedItem-

TotalCorrelationhashadtoconsiderinthiscase.T h e v alues

ofCorrectedItem-TotalCorrelationarethecorrelationsbetweeneachitemandthetotalscorefromthequestionnaire.Inareliablescaleallitemsshouldcorrelatewiththetotal.Soourdutywaslookingforitemsthatdon’tcorrelatewiththeoverallscorefromthescale.IftheCorrectedItem-

Totalcorrelationofeachquitehighorhigherthan0.3( N u n n a l l y &Burnstein,ascitedinNguyen,2011),suchitemisencouraging.Ontheother

hand,ifanyofthesevaluewaslessthanabout0.3,itmeansthataparticularitemdoesnotc o r r e l a t everywellwiththescaleoverall.It’snecessarytodroptheitemintermsofwor ding problemsandconceptualappropriateness(Leechetal.,2005)

Table4.2showstheresultsofreliabilitytestforeachconstructinthemodel

BasedonreliabilitytestresultinTable4.2,allthetesteditemscalesincludingp e r c e i v e d usefulness,perceivedconvenience,securityandprivacy,customersatisfaction,a f f e c t i v e commitment,instrumentalcommitmentofdomesticbankscustomersample,f o r e i g n bankscustomersampleandoverallhavetheCrobach’salphacoefficients i g n i f i c a n t l y highorveryhigh.Inaddition,mostoftheCorrectedItem-

TotalCorrelationv al u e s ofthreesampleswereover0.3,exposedsignificantvaluesformostitemsofsix

measurementscalesofthequestionnaire.Particularly,theCorrectedItem-TotalCo r r e l a t i o n valueofInstrumentalcommitmentitemnumber5ofboththreesamplesarelowerthan0.3.Inthiscase,thisitemhashadtodeleteessentially

Therefore,afterdeletedtheinstrumentalcommitmentitemnumber5,themeasurement scalesdesignedinthisresearchweremeaningfulinstatisticandhadthenecessaryreliability.Italsomeansthat,thesemeasureshaveenoughconditionstobeusedinlinearregressionanalysislatertotesttheresearchhypotheses

Corrected Item- Total Correlation

Cronbach’s AlphaifIte mDeleted

3.097/4.013/3.4843.198/3.734/3.4163.525/3.888/3.6683.350/4.136/3.674

.632/.706/.653.673/.713/.691.537/.642/.584.598/.600/.595

.736/.773/.753.715/.767/.735.781/.801/.786.752/.818/.781PerceivedConvenience(PC):Alpha=.679/.759/.744

2.785/3.218/3.1752.380/3.000/3.0032.488/3.012/3.0032.391/2.848/3.010

.381/.593/.524.486/.552/.543.498/.698/.622.485/.448/.476

.662/.689/.694.597/.704/.682.591/.637/.641.598/.784/.725SecurityandPrivacy(SP):Alpha=.875/.898/.886

6.460/7.715/7.0396.867/9.236/7.9116.973/9.349/7.9826.790/8.891/7.696

.690/.805/.744.733/.760/.745.771/.816/.790.748/.744/.748

.861/.862/.862.840/.874/.857.827/.859/.843.834/.879/.855

2.021/2.803/2.3551.857/2.539/2.1511.801/2.373/2.051

.710/.562/.629.732/.601/.641.764/.588/.662

.826/.694/.741.806/.647/.727.775/.667/.705

.757/.702/.734.844/.823/.831.851/.869/.856.851/.853/.850.875/.797/.842.723/.748/.734

.934/.930/.932.924/.915/.920.923/.909/.917.923/.911/.918.920/.918/.919.938/.924/.932InstrumentalCommitment(IC):Alpha=.823/.690/.767

9.309/10.999/10.3878.636/9.559/9.1889.539/10.200/9.9829.352/10.514/10.08311.669/14.179/13.142

.704/.525/.615.772/.620/.704.660/.537/.606.728/.561/.654.271/.054/.162

.763/.609/.699.739/.557/.660.776/.598/.699.757/.591/.684.881/.790/.841

4.3 ExploratoryFactorAnalysis(EFA)

Inthisstep,theresearcherconductedtheexploratoryfactoranalysis(EFA)toclarifythe validityofmeasurementscales.EFAisusedtohelpinvestigatorsalargenumberofrelationshipsamongintervalvariables(Leechetal.,2005).ByrunningEFA,ther e s e a r c h e r candeterminehowalargesetofitems,“hangtogether”asagroupunderacluster(Leechetal.,2005).Inthisresearch,exploratoryfactoranalysiswasusedtoconductwithVarimaxrotation.KMO(Kaiser-Meyer-

Olkin)testandBarletttestwerealsousedtomeasurethecompatibilityofsample.Inthiscase,theKMOmeasureofsamplinga d e q u a c y valueshouldbegreaterthan0.70indicatingsufficientitemsforeachfactor( L e e c h etal.,2005)

4.3.1 EFAforindependentvariables

Table4.3revealedthattheKMOvaluesofallfactorsofthreesampleswerebiggerthan0.7indicatedthatsufficientitemstomeasureeachconstruct.AndtheBarltett’sTests i g n i f i c a n c e ofthosewerealsosignificantindicatedthatthevariableswerecorrelatedh i g h l y enoughtobecomeagoodbasicforfactoranalysis.Insummary,observedvariablesh a d thecorrelationwitheachotherandEFAfactoranalysiswasappropriatebecauseofb o t h acceptancesfordiagnostictests

TheRotatedComponentMatrix(seeTable4.4)presentedthattherewereactuallyt h r e e factorsunderlyingthisconstructinwhichthestandardoffactorloadingswasalmostmorethan0.5.Thisindicatedthattheitemsclusterintothesethreegroupsdefinedbyhighloadingorwellconceptualized.

Inaddition,accordingtotheAppendixC-TotalvarianceexplainedinE x p l o r a t o r y FactorAnalysis,therethreefactorswereextracted,thepercentageofcumulativevarianceofallthreesamplesweregreaterthan50%.Itmeantthatmorethanhalfofvariancecouldbeexplainedbythreeinitialfactors

.824/.607/.762.798/.648/.737.794/.816/.802

Affectiveco

mmitment

.787/.827/.808.846/.870/.858.838/.787/.825.715/.859/.791

Instrumental

commitme

nt

IC1IC2IC3IC4

.803/.604/.713.822/.794/.829.829/.819/.840.815/.832/.814AsshowninTable4.6,whichrepresentedtheitemsandfactorloadingforfactorsafterrotationforthreesamplegroupsincludingdomesticbanks,foreignbanksa n d overall,withthesatisfactionstandardoffactorloadingwasmorethan0.5.Itmeansthattheitemsofeachconstructwereverywellconceptualized

4.4 RegressionAnalysis

ThroughtheresultsfromEFAandCrobach’sAlphareliabilityanalysis,them e a s u r e m e

n t scalesoftheresearchmodelweretestedandconfirmedasvalidandreliable.Afterthat,Regressionanalysisconsidersasatooltojustifytherelationshipamongfactorsintheresearchmodel.Linearregressionanalysiswasastatisticaltechniquethatexaminedtheimpactoftheindependentvariableonadependentv a r i a b l e TotestHypothesis4and5,therelationshipbetweencustomersatisfactiona n d affectivecommitment,instrumentalcommitment,simpleregressionanalysiswasemployed.Multipleregressionanalysiswasimplementedtotesthypothesis1to3,ther e l a t i o n s

h i p betweenperceivedusefulness,perceivedconvenience,securityandprivacyandcustomersatisfaction.Inconsequently,thisresultswasusedfordescribetherelationshipamongfactors,especiallythemeaningofmodelwhenapplyinginV i e t n a m SSBTs