The Impact of Bank Performance Towards Technology and Marketing Strategy on Omni-Channel Adoption in Saudi Banking Sector

Digital media and other web networks, particularly social media provides an opportunity to customers for continuous engagement and actively participating in definite purpose. This study intends to examine the issue of affinity marketing therefore, this study investigates the influence of bank performance towards technology and marketing strategy on Omni-channel adoption in the Saudi banking sector and added by testing the mediator of customer's technology using attitude on these relations. This study is conducted on Saudi Banks' customers that hold credit cards. Self-administrative survey questionnaire was used to collect the data from the respondent of the study. Smart PLS 3 was employed to analyze the data. Results of this study revealed that bank performance towards technology has no direct effect on Omni-channel adoption, however, marketing strategy significantly and positively effect to Omni-channel adoption. The results found that customer's technology using attitude positively and significantly mediate the relationship between bank performance towards technology and marketing strategy with Omni-channel adoption. The results of this study contribute to body of knowledge and indicate that bank performance towards technology and better marketing strategy enhance the adoption of Omni-channel in Saudi Bank's credit card customers. The results of this study assist banks in recognizing appropriate points regarding their Omni-channel, so that they can determine how to generate positive experiences and customer loyalty through bank performance towards technology and marketing strategy.