Electronic Business: Concepts, Methodologies, Tools, and Applications (4-Volumes) P124 doc

From an analysis of this literature, and from some preliminary discussions with bank managers, a theoretical framework was devised that suggests that bank managers’ perceptions of only f

Many studies (e.g., Davis, 1989; Segars &

Grover, 1993; Taylor & Todd, 1995b) have

exam-ined TAM across various technologies and have

found TAM to be a reliable and valid model for

predicting and explaining technology adoption

or acceptance behavior Various studies utilized

TAM to assess users’ acceptance or rejection of

various computer technologies such as

microcom-puters (Igbaria, Guimaraes, & Davis, 1995), DOS

and Windows (Speier, Morris, & Bridggs, 1995),

word processing software (Adams, Nelson, &

Todd, 1992; Davis et al., 1989; Davis & Venkatesh,

1996; Hendrickson & Collins, 1996; Venkatesh

& Davis, 1996), spreadsheets (Mathieson, 1991),

groupware (Taylor & Todd, 1995a), database

man-agement systems (Szajna, 1994), e-mail (Adams

et al., 1992; Davis, 1989; Szajna, 1996), and the

World Wide Web (Lederer, Maupin, Sena, &

Zhuang, 2000) Other studies extended TAM by

including other variables such as perceived

cred-ibility (Wang, Wang, Lin, & Tang, 2003), gender

difference (Gefen & Straub, 1997), and enjoyment

(Al-Gahtani & King, 1999) In summary, although

several authors (Davis et al., 1989; Venkatesh &

Davis, 2000) assert that TAM is a useful model

for predicting user technology adoption behavior,

the studies showed mixed results Moreover, most

of these studies concentrated on the fundamental

prescriptions of TAM with the exception of the

study by Wang et al (2003) which included

per-ceived credibility

Diffusion of Innovations

The theory of diffusion of innovations as described

by Rogers (1995) is well known Rogers describes

diffusion of innovations as:

… the process by which an innovation is

commu-nicated through certain channels over time among

the members of social systems It is a special

type of communication, in that the messages are

concerned with new ideas (Rogers, 1995)

In the diffusion process, Rogers stresses the importance of communication in an attempt

to educate the customer about the innovation FRQFHUQHG+HLGHQWL¿HVIRXUPDLQHOHPHQWVDQ innovation, communication channels, time, and the social system Rogers suggests that consum-ers’ reactions to the innovation can be measured based on how an innovation is different, how well

it is communicated, how long it takes to persuade customers to adopt it, and whether the social sys-tem is structured towards achieving a common goal According to Rogers the four elements of the diffusion of innovation provide an indication

of how an innovation is passed to the consumer IURP¿UVWNQRZOHGJHRIWKLVLQQRYDWLRQWRLWV¿QDO adoption or rejection The adoption decision for

an innovation such as Internet technology in the EDQNLQJLQGXVWU\LVGH¿QHGDV

… the process through which an individual (or RWKHU GHFLVLRQPDNLQJ XQLW SDVVHV IURP ¿UVW knowledge of an innovation to forming an at-titude toward the innovation, to a decision to adopt or reject, to implementation and use of the QHZLGHDDQGWRFRQ¿UPDWLRQRIWKLVGHFLVLRQ

(Rogers, 1995)

A decision not to adopt an innovation relates

to the rejection of the available new idea How-ever, in order to explain the rate of adoption of innovations, Rogers suggests measurement of the

following perceived characteristics of

innova-tions: (1) relative advantage, (2) compatibility, (3)

complexity, (4) trialability, and (5) observability Rogers (1995) postulated that the adoption of LQQRYDWLRQV LV LQÀXHQFHG E\ WKHVH ¿YH FKDUDF-teristics, and that they can explain the rate of technology adoption

Developing a Framework for this Study

This study involved an exploratory investigation

of Internet technology adoption in the Omani

banking industry, informed by the situation in

the Australia The various technology adoption

models described suggest that a number of factors

might affect adoption Relative advantage and

ease of use, suggested by Moore and Benbasat

 ZHUH ¿UVWO\ FRQVLGHUHG LQ WKH DQDO\VLV

5RJHUV  RULJLQDOO\ LGHQWL¿HG WKHVH WZR

perceptions of technology adoption as relative

advantage and complexity Moore and Benbasat

(1991) and Taylor and Todd (1995b) explained

that these two constructs are similar to those of

TAM (Davis, 1986) They highlighted the fact

that relative advantage is similar to the perceived

usefulness construct and perceived complexity is

similar to perceived ease of use, due to the

simi-ODULW\LQWKHLUGH¿QLWLRQVDQGLQWKHRSHUDWLRQRI

their measurements Two additional perceptions,

organizational performance and

customer/orga-QL]DWLRQDOUHODWLRQVKLSQRWSUHYLRXVO\LGHQWL¿HG

in the ICT literature, were also considered From

an analysis of this literature, and from some

preliminary discussions with bank managers, a

theoretical framework was devised that suggests

that bank managers’ perceptions of only four

adoption factors:

• Relative Advantage

• Organizational Performance

• Customer/Organizational Relationship

• Ease of Use

might affect any decision to adopt Internet

tech-nology in the banking industry The results of the

VWXG\VSHFL¿FDOO\LQYHVWLJDWLQJWKHPDMRUHQDEOHUV

and inhibitors of Internet technology adoption in

the banking industry in Oman, suggest that these

four adoption factors do indeed provide a useful

explanation of this adoption

RESEARCH METHOD

The Australian banking industry was considered

development of its Internet technology adoption

By examining Internet technology adoption in the banking industry of a developing country in relation to a developed country, the study hoped to provide a richer understanding of the industry and

to enrich the analysis of how to improve Internet technology adoption in the banking industry in Oman Twenty-seven interviews were conducted with strategic, tactical, and operational managers DWHDFKRIQLQHPDMRUEDQNV¿YHLQ2PDQ%DQN

of Dhofar, Oman Arab Bank, Oman International Bank, and National Bank of Oman) and four in Australia (National Australia Bank, WestPac, Commonwealth Bank, and Australia New Zea-land Bank)

Selection of interviewees was made from DYDLODEOHDQGZLOOLQJEDQNRI¿FHUVVRWKDWURXJKO\ equal number from each management group were FRQVLGHUHG$VLJQL¿FDQWGLI¿FXOW\ZDVHQFRXQ-tered in arranging interviews with Australian EDQNHUV EXW HYHQWXDOO\ VRPH EDQN RI¿FHUV RI appropriate standing did agree to participate and gave willing of their time, however, several hoped for interviews did not eventuate thus restricting the depth of the information gathered about some Australian banks Given the exploratory nature

of this investigation, data was gathered through semi-structured interviews with these managers, and available internal and public reports were used to facilitate understanding and to explore Internet technology adoption Interview ques-WLRQVZHUHGHYLVHGWRFRYHUWKHLVVXHVLGHQWL¿HG from the literature and the research framework Statements by participants are very important sources of evidence, and interviews were thus tape-recorded for later analysis The average interview time was around 35 minutes

A schedule of semi-structured interviews with WKHVH PDQDJHUV ZDV VHW XS WR JDWKHU ¿HOG HYL-dence of perceptions of the four adoption factors: relative advantage, organizational performance, customer/organizational relationship, and ease of XVH,QWHUYLHZVZHUHEDVHGRQLVVXHVLGHQWL¿HG

enablers and inhibitors of Internet technology

adoption in the banking industries of Oman and

Australia The four interview factors are further

described:

Perceived Relative Advantage

Discussion here concentrated on the extent to

which a manager perceives that Internet

tech-nology would enable their organization to gain

relative advantage in the industry From NVIVO

analysis of the interviews, issues related to

SHUFHLYHGUHODWLYHDGYDQWDJHZHUHLGHQWL¿HGDV

convenience of services, innovation of ideas, and

management of services

Perceived Organizational

Performance

This explored the extent to which a manager

perceives that Internet technology could improve

organizational performance in the industry

Clearly, if an organization expects to improve

its performance with Internet technology then

the likelihood of their adopting it will be greater

From NVIVO analysis of the interviews, perceived

organizational performance related issues were:

SUR¿WDELOLW\PDUNHWHQYLURQPHQWDQGHPSOR\HHV¶

productivity

Perceived Customer/

Organizational Relationship

Here the discussion emphasized the extent to which a manager perceives that Internet tech-nology would improve their organization’s relationship with customers If an organization perceives that Internet technology can improve its relationship with its customers then the like-lihood of their adopting it will be higher From the literature it was possible to identify focused issues as: customer trust, customer commitment, and customer satisfaction

Perceived Ease of Use

,IDEDQNRI¿FHUSHUFHLYHVWKDW,QWHUQHWWHFKQRO-ogy is easy to use then they will most likely be motivated to adopt this technology The issues LGHQWL¿HGKHUHE\19,92DQDO\VLVRIWKHLQWHU-views include: easy to navigate, easy to learn, and easy to manage

Analysis of Data

The elaborated responses from the 27 managers ZHUHDQDO\]HGDQGWKH¿QGLQJVUHSRUWHGDFFRUG-ing to suggestions for data reduction and display offered by various authors (Miles & Huberman,

Country Number of

banks

Interviews:

Strategic

Interviews:

Tactical

Interviews:

Operational Total Participants

7DEOH&ODVVL¿FDWLRQRISDUWLFLSDQWVDFFRUGLQJWRFRXQWU\DQGOHYHORIPDQDJHPHQW

1994; Strauss & Corbin, 1990) NVIVO (version

2) qualitative research software was utilized in

DQDO\]LQJWKHGDWD6SHFL¿FDOO\19,92DVVLVWHG

the analysis in both reducing (organizing and

sorting) and displaying the evidence (creation of

thematic conceptual tables) in a way that made

it easier to see A case-by-case matrix display

was prepared using NVIVO to compare

partici-pants’ perceptions on various issues A thematic

conceptual matrix display was then produced to

compare and identify similar or different patterns

of concerns within both banking industries to

facilitate understanding of Internet technology

adoption Another thematic conceptual matrix

dis-play was produced to compare and identify similar

or different concerns within different levels of

management (strategic, tactical, and operational)

From the analysis it was possible to:

• Identify major patterns to facilitate in-depth

understanding of Internet technology

adop-tion

• Reduce the data through the process of

generating categories and establishing links

(e.g., open and axial coding) as suggested by

Strauss and Corbin (1990), using a grounded

theory approach where a code is attached

to a segment of text and then links between

the coded data are explored

• Display thematic conceptual tables to

com-pare issues within a case and across cases

• Identify patterns that facilitate

understand-ing and lead to useful conclusions

MAJOR FINDINGS OF THE STUDY

The study found that Omani bank managers’

perceptions of four issues, namely:

• Perceived relative advantage

• Perceived ease of use

• Perceived organizational performance

• Perceived customer/organizational relation-ship

jointly provided a broader understanding of Inter-net technology adoption in the banking industry than that proposed by previous theories and models including the theory of reasoned action, the theory of planned behavior, the technology acceptance model, and the theory of innovation diffusion

The Omani and Australian banking industries were both found to perceive that Internet technol-ogy was important and that it could enable the industry to gain relative advantage In relation

to perceived relative advantage, the enablers of Internet technology adoption found in both the Omani and Australian banking industry include items found in Table 2

A number of authors (e.g., Dedrick, Gurbaxani,

& Kraemer, 2003; King & Teo, 1996) have argued from a theoretical perspective, that it is possible to increase the rate of Internet technology adoption

if a manager perceives that organizational per-formance could be improved The study showed that in the Omani banking industry, the majority

of managers’ responses indicated that this was LQGHHGWKHFDVH6SHFL¿FDOO\LWZDVIRXQGWKDW perceived improvement in productivity of em-SOR\HHVHJLPSURYHPHQWLQEXVLQHVVHI¿FLHQF\ could increase the rate of adoption On the other KDQG SHUFHLYHG SUREOHPV LQ SUR¿WDELOLW\ VXFK

as technology investment cost and the need for economies of scale for Internet technology use, could inhibit the banking industry from adopting Internet technology The majority of the respon-dents in the Australian banking industry also suggested that perceived organizational perfor-mance was associated with Internet technology adoption However, Australian managers expect

to face a problem in the market environment in WKHGLI¿FXOW\RIH[SDQGLQJWKHLUFXVWRPHUEDVH One reason for this is that the Australian bank-ing industry is now facbank-ing intensive competition

(Ramsey & Smith, 1999; Sathye, 1999) Moreover,

major Australian banks have already adopted

Internet technology as a strategic tool to expand

their markets and offer the same services online,

making it harder for others to differentiate their

offerings So the real challenge here is how banks

will be able to expand their market on the Internet

Table 3 shows the major enablers and inhibitors

of Internet technology adoption in relation to

perceived organizational performance

The role of perceived customer/organizational

relationship in IT adoption has attracted

consid-erable attention in the literature (Anderson &

Srinivasan, 2003; Athanassopoulos, 2000; Sathye,

1999) In this study, participants were asked

whether or not they perceived that Internet

tech-nology adoption could improve the relationship

with their customers in relation to three focused

LVVXHVLGHQWL¿HGLQWKHOLWHUDWXUHFXVWRPHUWUXVW customer commitment, and customer satisfaction Results of the study suggests that the decision to adopt Internet technology is indeed based on what managers perceive about the customer/organiza-tional relationship in the banking industry Omani managers expect to satisfy their cus-tomers, but this creates several challenges includ-ing: customer trust (e.g., Internet security) and customer commitment (e.g., customer loyalty) Most respondents did not think that Internet tech-nology adoption could improve their customers’ trust, as they thought that their customers feared that their privacy might be invaded on the Internet They also did not think that Internet technology could improve their customers’ commitment as this related to a close personal relationship with EDQNEUDQFKHV7KLV¿QGLQJKDVLPSOLFDWLRQVIRU

Major enablers in both Oman and Australia

Convenience of services (convenience of available service and convenience of location)

Innovation of ideas (rapid development of innovative ideas)

Management of services (easy to follow up requests/complains)

Table 2 Enablers relating to the factor of perceived relative advantage

Omani

banks

Productivity of employees (business HI¿FLHQF\

3UR¿WDELOLW\WHFKQRORJ\LQYHVWPHQWFRVW

and the need for economies of scale for Internet technology use)

Australian

banks

ex-pansion) Productivity of employees (business

HI¿FLHQF\

Table 3 Enablers and inhibitors relating to the factor of perceived organizational performance

the way banks conduct their business as they have

the option of conducting banking business either

on the basis of pure Internet banking or using

branches and the Internet

In the semi-structured interviews, participants

were asked whether or not they believed that

Inter-net technology was easy to use in the context of the

EDQNLQJLQGXVWU\7KHOLWHUDWXUHLGHQWL¿HGWKUHH

major issues: easy to navigate, easy to learn, and

HDV\WRPDQDJH7KH¿QGLQJVRIWKLVVWXG\VXJJHVW

that the decision to adopt Internet technology is

consistent with the literature and that managers’

perceptions about ease of use are very important

$XVWUDOLDQPDQDJHUVSHUFHLYHGQRGLI¿FXOWLHVLQ

using Internet technology whereas their Omani

FRXQWHUSDUWVVDZVRPHGLI¿FXOW\LQQDYLJDWLQJRQ

WKH,QWHUQHW7KH\KLJKOLJKWHGSDUWRIWKLVGLI¿FXOW\

as lack of awareness and knowledge about Internet

technology and the accessibility of services These

¿QGLQJVVXJJHVWWKDWWKH2PDQLEDQNLQJLQGXVWU\

faces a major challenge in using the Internet

Al-Wohaibi, Masoud, and Edwards (2002) claim that

KXPDQUHVRXUFHGH¿FLHQF\LVDPDMRUSUREOHPLQ

Oman, however, Abdul-Ghadir and Kozar (1995)

argued that computer knowledge, experience, and

educational level would contribute to the process

of increasing the rate of Internet adoption in the

Gulf countries Other authors (Davis & Venkatesh,

1996; Venkatesh, 1999) have suggested that it

ZRXOG EH PRUH EHQH¿FLDO WR IRFXV RQ WUDLQLQJ

rather than on system design

DISCUSSION: IMPLICATIONS AND

RECOMMENDATIONS FOR OMANI

BANKS

The banks that stay behind will not be able to

HPEUDFH,QWHUQHWWHFKQRORJ\DQGWKHEHQH¿WVLW

is claimed to bring and hence will not be able to

compete in the industry or in international markets

(Porter, 2001) This will also have consequences

on the economy For example, the Omani economy

that Internet technology is an important tool in the new economy and should not be ignored The

¿QGLQJVRIWKLVVWXG\KDYHSUDFWLFDOLPSOLFDWLRQV for Internet technology adoption in the Omani banking industry and we offer some guidelines

Perceived Organizational Performance

7KHPDMRULQKLELWLQJFRQFHUQKHUHLVSUR¿WDELOLW\ This concern relates to high technology invest-ment cost and the need for economies of scale for Internet technology use

Implications

Internet technology adoption has major impli-cations on banks’ performance and hence the economy, and could affect the marketing mix

in industry (Al-Hajri, 2005; Kettinger, Grover, Guha, & Segars, 1994) The privatization of the Oman Telecommunication Company (Omantel)

is a good forward step, allowing Omantel to play a role in the economy This means that the banking industry can also expect changes such

as improvement in telecommunication services, the expansion of telecommunication services, quality of delivery in telecommunication services, and lower cost of delivering the service (Oman Telecommunication Company, 2002) Of course the change in telecommunication services will have positive implications on the growth of the Internet population as well as on the geographical distribution of Internet services In addition, it is expected that the number of Internet cafés will grow, in addition to home and business Internet use Moreover, the development of an Internet village is expected to offer awareness of Internet technology in the region and e-government is also expected to play a major role in e-payment as it expands Improvement in telecommunication infrastructure and services, Internet village, and e-government will have positive implication on

offering Internet banking services This suggests

that banks should be motivated to invest more in

Internet technology (Molla & Licker, 2005)

Recommendations

To reduce this inhibiting factor, King and Teo

(1996) suggested a focus on economies of scale

for Internet technology use However, others

(Lav-ender, 2004; Reichheld & Schefter, 2000) argued

that most ICT decision-makers ignore intangible

FRVWEHQH¿WV7KXVWKH2PDQLEDQNLQJLQGXVWU\

RXJKWWRFRQVLGHULQWDQJLEOHFRVWEHQH¿WVLQWKHLU

ICT decisions

Perceived Customer/

Organizational Relationship

For this factor, the major inhibiting concerns are customers trust (e.g., Internet security) and cus-tomer commitment (e.g., cuscus-tomer loyalty)

Implications

Internet technology adoption has the potential

to affect the relationship between customers and banks: it could improve or destroy this relation-ship

Omani banks Customer satisfaction (reduce

FRQÀLFW

Customer trust (Internet security) Customer commitment (customer loyalty)

Australian

banks

Customer commitment (cus-tomer loyalty)

Customer trust (Internet security) Customer satisfaction (reduce

FRQÀLFW

Table 4 Enablers and inhibitors relating to perceived customer/organizational relationship

Omani banks Easy to learn (increased automation

of process)

Easy to navigate (awareness/knowledge about Internet technology and accessibility

of services)

Australian

banks

Easy to navigate (user friendly and accessibility of service)

Easy to learn (awareness/knowl-edge about Internet technology) Easy to manage (customization of banking services and online track-LQJRIEDQNLQJ¿QDQFLDOVHUYLFHV

Table 5 Enablers and inhibitors relating to the factor of perceived ease of use

To improve customer/bank relationships, the

banks ought to consider reducing factors

inhibit-ing improvement in the relationship For example,

Whitman (2004) argued that people lack

under-standing of threats to information security and

others (Gefen, 2002; Khalfan, 2004; Mukherjee &

Neth, 2003) reported that Internet security was a

major concern in trusting the Internet Therefore,

the Omani banking industry needs to continually

address Internet security concerns through

learn-ing, making backups, and implementing secure

systems, databases, and networks (Held & Bowers,

2001) On the other hand, some authors (Julian &

Ramaseshan, 1994; Reichheld & Schefter, 2000;

Vatanasombut, Stylianou, & Igbaria, 2004)

men-tioned that it is hard to win customer loyalty on

the Internet so the Oman banking industry will

need to focus on continually creating values as

well as having a long-term plan

Perceived Ease of Use

The major inhibiting concern here is ease of

navigation on the Internet (e.g., lack of

aware-ness/knowledge about Internet technology and

accessibility of service)

Implications

Successful adoption of ICT depends on how easy

it is for people to use it (Davis et al., 1989; Moore

& Benbasat, 1991; Taylor & Todd, 1995b)

Recommendations

To reduce these inhibiting concerns, Venkatesh

and Davis (1996), Davis and Venkatesh (2004),

and Abdul-Gader and Kozar (1995) suggest that

training could improve awareness/knowledge

about Internet technology and hence increase

favorable perceptions about ease of use On the

gested that users should have both physical and informational access to the ICT To ensure this, customers of Omani banks need to address the issue of Internet navigation with telecommunica-tion companies

Al-Wohaibi et al (2002) suggested that Omani government organizations need to focus on the development of ICT awareness in schools and universities if they want to increase the rate of successful ICT implementation They also sug-gested that banking should consider IT training in LWVVWUDWHJLFSODQDVZHOODVVXSSRUWLQJLW¿QDQFLDOO\

to make it work Consistent with Al-Wohaibi et

al (2002), these suggestions have two important EHQH¿WV2QHLVWKDWWKH2PDQLEDQNVZRXOGEH able to develop Internet technology/bank services awareness smoothly when they introduce it to their customers in the industry through a series

of seminars, training, online manuals, and online support without having to invest a lot of money

to train and educate their customers The second EHQH¿WZRXOGEHWKDW2PDQLEDQNVZRXOGDOVREH able to educate their employees through a series

of technical seminars and short-term courses

to advance their employees’ skills so that they could support their Internet technology infra-structure

CONCLUSION

This study has shown that analysis of four per-ceptions of managers in the banking industry: relative advantage, ease of use, organizational performance, and customer/organizational relationship, can shed light on the reasons for adoption (or non-adoption) of Internet technol-RJ\ $V H[SHFWHG WKH ¿QGLQJV FRQ¿UP WKDW Australian managers perceived less inhibitors to the introduction and implementation of Internet technology than Omani managers, meaning that the Australian banking industry has less chal-lenges to confront than that of Oman

It has revealed that despite cultural

differ-ences, there are many similarities in the attitude

to technology adoption in the banking systems

of the two countries Bankers in both countries

see the use of Internet technologies as offering

advantages including: convenience of available

service and location, being able to rapidly

de-velop innovative ideas, and the ease with which

requests and complaints could be followed up

Both saw ease of learning to use this technology,

improvements in productivity of bank employees,

and customer satisfaction as important enabling

factors Omani and Australian banks each saw

issues of customer trust relating to privacy and

Internet security as inhibitors to use of Internet

technologies

There were also, however, some important

dif-IHUHQFHV:KLOHSUR¿WDELOLW\ZDVUHJDUGHGDVDQ

enabler by Australian banks, which had already

installed this technology, it was regarded as an

inhibitor by the Omani banks due to the high cost

of setting this up Customer commitment (loyalty)

was seen as an enabler to use of the Internet by

Australian banks but as an inhibitor in Oman,

where bank customers still appreciate the

per-sonal attention available in local bank branches

Finally, with their greater experience in using

computers and the Internet, Australian banks

found the services easy to use, easy to navigate,

and quite accessible In Oman, however, where

such experience was lacking, issues of Internet

navigation were seen as an inhibiting factor to

use of the technology

This study should provide useful information

to the banking industry in Oman to assist it with

decisions regarding the adoption of Internet

tech-nology A report provided to Omani bank

manag-ers will make them more aware of the problems of

technology adoption and of recommendations to

take action to improve their competitive position

in the global market

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and Abdul-Gader and Kozar (1995) suggest that

training could improve awareness/knowledge

about Internet technology and hence... through semi-structured interviews with these managers, and available internal and public reports were used to facilitate understanding and to explore Internet technology adoption Interview ques-WLRQVZHUHGHYLVHGWRFRYHUWKHLVVXHVLGHQWL¿HG...

perceptions of technology adoption as relative

advantage and complexity Moore and Benbasat

(1991) and Taylor and Todd (1995b) explained

that these two constructs are similar