From service attributes to e-banking value development influencing e-banking user feedback: a moderating effect of technological competencyFrom service attributes to e-banking value development influencing e-banking user feedback...N. K. Rakangthong et al.

In an era of banking 5.0, consumer behaviors in electronic banking services have changed noticeably. This situation requires all banks to innovatively evolve and upgrade their e-banking services to meet their users’ needs and expectations, and providing e-banking satisfaction also merits closer attention. This research proposes an integrative framework of e-banking satisfaction which aims to investigate how service attributes (convenience, risk, and price fairness) influence e-banking value development (perceived value) and e-banking user feedback (user satisfaction). Moreover, the research investigates how technological competency moderates an association between e-banking value and user feedback. 650 Thai e-banking users joined this research via survey questionnaires. A path analysis technique was used to analyze the collected data. Results showed that price fairness, risk, and convenience significantly influenced e-banking value. Furthermore, user satisfaction in the e-banking industry was influenced by risk, convenience, and perceived value whereas price fairness was found to have an indirect impact on user satisfaction due to e-banking value acting as a mediator between price fairness and e-banking satisfaction. Finally, technological competency played a significant role in moderating the association between e-banking value development (perceived value) and e-banking user feedback (satisfaction).