E-SERVICESCAPE AND CUSTOMER PATRONAGE OF INTERNET BANKING IN DEPOSIT MONEY BANKS
This study was geared towards assessing the influence of e-servicescape on customer patronage of internet banking in deposit money banks. Its aim was to examine the influences of website aesthetic appeal, website usability, website security and website interactivity on customer patronage of internet banking services. Cross-sectional survey research design was adopted. The sampling technique adopted was purposive sampling, which facilitated data collection from 228 bank customers with internet banking experience through a structured questionnaire. The study adopted multiple linear regression method to statistically test the hypotheses of the study. Consequently, the study found that website usability, website security and website interactivity had significant positive influences on customer patronage of internet banking in deposit money banks, while the effect of website aesthetic appeal was found to be non-significant and negative. Therefore, the study made relevant practical implications and suggestions for further research.
Keywords: E-Servicescape, Customer Patronage, Internet Banking, Deposit Money Banks, Website Aesthetic Appeal, Website Interactivity
Copyright (c) 2022 Edim Eka James, Inyang Bassey Inyang
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