Evolution of technology is a swift process, however, its acceptance and adoption in the society is slackened despite its promising results. Internet / mobile banking is a technological way of conducting banking transactions. The purpose of the current study is to find out the affect of various factors effecting successful adoption of internet / mobile banking using TAM, technological acceptance model in Pakistan, especially rural areas of the country. Results of the current study obtained using regression analysis reveals that the effect of perceived usefulness and security is significant on internet / mobile banking attitude where attitude significantly impact on intentions to use internet / mobile banking. Also due to the cultural effect this modern banking is not compatible with the lifestyle of rural population of Pakistan though the population widely acknowledged its usefulness.
The automated service quality is a critical decider to scale customer commitment in commercial banking industry. Customer trust mediates the direct relationship among automated service quality and customer commitment. Customer trust in banking can be a competitive advantage for a service firm to compete in the market. Customer trust creates customer commitment and helps a bank to have new customers and sustain the existing ones. Current study explains the mediating role of customer trust while describing the relationship among automated service quality and customer commitment. Survey technique is used to collect data using an adopted questionnaire. Data analysis is done using Preacher and Hayes mediation method to prove the deducted hypothesis. The results demonstrate that features of online banking services create customer trust. Customer commitment of banking customers is mediated by the elements of customer trust, built on automated service quality features. These results have managerial and research implications for operations and strategy formulation in the banking industry. Results are valuable to smooth the provision of online services in the banks and financial institutions where information technologies are being used.
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