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INFLUENCING FACTORS ON CUSTOMER ATTITUDE TOWARDS AGENT BANKING SERVICE OF SHWE BANK
- The main objectives of the study are identifying the Agent Banking services practice in SHWE Bank and analyzing the influence factors on customer attitude towards Agent Banking services of SHWE Bank. The study collected the data from a sample of 120 customers of Agent Banking in Yangon. The data collection tool was a structured questionnaire. And then, the secondary data were gathered from published annual reports and financial statements of SHWE banks. This study was validated the Technology Acceptance Model (TAM) for customer attitudes and all of the concepts, ideas, opinions and theories that related to the five factors, namely; perceived usefulness, perceived ease of use, security, capability (self-efficacy) and trust. Simple random sampling design is used to select respondents from customers. The data were analyzed by regression to determine the relationship between dependent variables and independent variables. Results show that although respondents strongly believe that using Agent Banking would benefit their daily life, many issues such as security concerns and technology anxieties. The results of this study also indicate that perceived usefulness (PU) and perceived ease of use (PEOU) are also the important factors which influence the use of Agent Banking by customers. In addition, capability factors have strong and positive influence on adoption of Agent banking whereas security factor is least influencing. Therefore SHWE Bank should build and devise trust worthy strategies that would reduce insecurity in consumers and more and more consumers can be attracted to agent banking. Banks also need to effort to increase the customers’ awareness and knowledge about banking transaction security and privacy of the agent banking services.
Zin Wine (EMBF - 74)
- Yangon University of Economics