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The Role of Behavioral Adoption Theories in Online Banking Services

This paper provides a model based on different service quality models and theories such as Technology Acceptance Model (TAM), Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB). As a result, the quality of electronic banking services (e-banking) has become a major area of attention among researchers and bank managers due to its strong impact on business performance, lower costs, customer satisfaction, customer loyalty. and profitability. This paper presents a conceptual model that attempts to show the relationships that exist between salient variables. It is a simplified description of the actual situations. Conceptual models in service quality enable management to identify quality problems and help them plan the launch of a quality improvement program, thereby improving the efficiency, profitability. and overall performance.