The Reasons behind Customer’s Resistance to Using Internet Banking - Means-end Approach a Study in Ho Chi Minh City
Main Article Content
Abstract
Internet banking is believed to bring numerous benefits to customers and banks themselves and is provided by most of the banks in Vietnam, but the number of users is still limited. This study therefore aims to investigate why Vietnamese users are resistant to using the Internet banking service. The study is based on Means-End Chain theory (MEC) and uses laddering interviews to collect data. The data from a sample of seventy-one respondents is analysed by employing the Association Pattern Technique (APT) and is then demonstrated on a Hierarchical Value Map (HVM). The research findings show that there are six attributes, leading to five consequences that give impact on Unsafety and Inconvenience as two crucial values which prevent customers from using the Internet banking service. Some recommendations are proposed accordingly to improve the Internet banking usage.
Keywords:
Dịch vụ ngân hàng trực tuyến, Lý thuyết chuỗi phương tiện, phỏng vấn bậc thang
References
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[20] Martin, C., Oliveira, T., Popovic, A., “Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application”, International Journal of Information Management, 34 (2014) 1, 1-13.
[21] Hoang, H. M., “The Adoption of Personal Internet Banking in Vietnam”, Silpakorn University Journal of Social Sciences, Humanities, and Arts, 15 (2015) 2, 173-201.
[22] Alalwan, A., Dwivedi, Y., Rana, N. et al., “Consumer adoption of Internet banking in Jordan: Examining the role of hedonic motivation, habit, self-efficacy and trust”, Journal of Financial and Service Marketing, 20 (2015) 2, 145-157. https://doi.org/10.1057/fsm.2015.5
[23] Ngân hàng nhà nước Vệt Nam, “Hội nghị trực tuyến ‘đảm bảo an toàn, an ninh mạng trong thanh toán điện tử và thanh toán thẻ’, 8/9/2016, truy cập từ https://www.sbv.gov.vn/webcenter/portal/vi/menu/trangchu/ttsk/ttsk
[24] Ngân hàng Nhà nước Việt Nam, “Thúc đẩy phát triển Internet Banking”, 1/7/2015, truy cập từ from:https://www.sbv.gov.vn/webcenter/portal/vi/menu/trangchu/hdk/cntt/udptcntt/udptcntt
[25] Ram, S., & Sheth, J. N., “Cosumer resistance to innovations: The marketing proplem and its solutions”, The Journal of Cosumer Marketing, 6 (1989) 2, 5-13, doi: https://doi.org/10.1108/EUM0000000002542.
[26] Marr, E. N., & Prendergast, P. J., “Consumer Adoption of Self‐service Technologies in Retail Banking: Is Expert Opinion Supported by Consumer Research?”, International Journal of Bank Marketing, 11 (1993) 1, 3-10, doi: https://doi.org/10.1108/02652329310023381.
[27] Thornton, J., & White, L., “Customer orientations and usage of financial distribution channels”, Journal of Services Marketing, 15 (2001) 3, 168-185, doi: https://doi.org/10.1108/08876040110392461.
[2] Ngân hàng Nhà nước Việt Nam, “Số lượng thẻ ngân hàng”, 12/2017, truy cập từ https://www.sbv.gov.vn/webcenter/portal/vi/menu/trangchu/tk/hdtt/sltnh
[3] Đăng, H., “Tỷ lệ người dùng Internet Banking tại Việt Nam ít một cách bất ngờ”, Báo Mới, 2017, truy cập từ https://baomoi.com/ty-le-nguoi-dung-internet-banking-tai-viet-nam-it-mot-cach-bat-ngo/c/22384122.epi
[4] Mbrokoh, A. S., “Factors that influence internet banking adoption in Ghana”, University thesis, University of Ghana, 2015.
[5] Hanafizadeh, P., Keating, B. W., & Khedmatgozar, H. R., “A systematic review of Internet banking adoption”, Telematics and Informatics, 31 (2013) 3, 492-510, doi: http://dx.doi.org/10.1016/j.tele.2013.04.003
[6] Laura, B., & Kate, S., “A Delphi study of the drivers and inhibitors of Internet banking”, International Journal of Bank Marketing, 20 (2002) 6, 250-260, doi: https://doi.org/10.1108/02652320210446715
[7] Lee, E., Kwon. K., & Schumann, D. W., “Segmenting the non-adopter category in the diffusion of Internet banking”, International Journal of Bank Marketing, 23 (2005) 5, 414-437, doi: https://doi.org/10.1108/02652320510612483
[8] Kuisma, T., Laukkanen, T., & Hiltunen, M., “Mapping the reasons for resistance to Internet banking: A means-end approach”, Information Management, 27 (2007) 2, 77-85, doi: https://doi.org/10.1016/j.ijinfomgt.2006.08.006
[9] Costa, A. I. A., Dekkerb, M., & Jongen, W. M. F., “An overview of means-end theory: Potential application in consumer-oriented food product design”, Trends in Food Science & Technology, 15 (2004) 7-8, 403-415, doi: http://dx.doi.org/10.1016/j.tifs.2004.02.005
[10] Gutman, J., “A means-end chain model based on consumer categorization processes”, Journal of Marketing, 46 (1982) 2, 60-72, doi: https://doi.org/10.2307/3203341
[11] Hofstede, F., Audenaert, A., Steenkamp, J. B. E. M., & Wedel, M., “An investigation into the association pattern technique as a quantitative approach to measuring means-end chains”, International Journal of Research in Marketing, 15 (1998) 1, 37-50, doi: https://doi.org/10.1016/S0167-8116(97)00029-3.
[12] Reynolds, J. T., James, P. J., & John, W. L., “Application of the Means-End Theoretic for Understanding the Cognitive Bases of Performance Appraisal”, Organizational Behavior and Human Decision Processes, 41 (1988) 2, 153-179, doi: https://doi.org/10.1016/0749-5978(88)90024-6
[13] Olson, J. C., Renolds, T. J., & Partners, R., “The means-end approach to understanding consumer decision-making”, in T. J. Reynolds & J. C. Olson (eds.), Understanding consumer decision-making: The Means-end approach to marketing and advertising strategy (pp. 3-20) Mahwah, N.J.: Psychology Press. 2000.
[14] Russell, C. G., Busson, A., Flight, I., Bryan, J., van Lawick van Pabst, J. A., & Cox, D. N., “A comparison of three laddering techniques applied to an example of a complex food choice”, Food Quality and Preference, 15 (2004) 6, 569-583. doi:http://dx.doi.org/10.1016/j.foodqual.2003.11.007
[15] Reynolds, T. J., & Gutman, J., “Laddering theory, method, analysis, and interpretation”, Journal of Advertising Research, 28 (1988) 1, 11-31.
[16] Grunert, K. G., & Grunert, S. C., “Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems”, International Journal of Research in Marketing, 12 (1995) 3, 209-225. doi:http://dx.doi.org/10.1016/0167-8116(95)00022-T
[17] Kang, H., Kang, M., Yoon, S., Kim, D., “A consumer value analysis of mobile internet protocol television based on a means-end chain theory”, Journal of Service Business, 8 (2014), 587-613, doi:10.1007/s11628-013-0208-8.
[18] Yassaman, M., “Reasons Barring Customers from using Internet Banking in Iran: An Integrated Approach Based on Means-End Chains and Segmentation”, Master’s Thesis, Lulea University of Technology, 2009.
[19] Lee, M. C., “Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit”, Electronic Commerce Research and Applications, 8 (2009) 3, 130-141, doi: 10.1016/j.elerap.2008.11.006.
[20] Martin, C., Oliveira, T., Popovic, A., “Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application”, International Journal of Information Management, 34 (2014) 1, 1-13.
[21] Hoang, H. M., “The Adoption of Personal Internet Banking in Vietnam”, Silpakorn University Journal of Social Sciences, Humanities, and Arts, 15 (2015) 2, 173-201.
[22] Alalwan, A., Dwivedi, Y., Rana, N. et al., “Consumer adoption of Internet banking in Jordan: Examining the role of hedonic motivation, habit, self-efficacy and trust”, Journal of Financial and Service Marketing, 20 (2015) 2, 145-157. https://doi.org/10.1057/fsm.2015.5
[23] Ngân hàng nhà nước Vệt Nam, “Hội nghị trực tuyến ‘đảm bảo an toàn, an ninh mạng trong thanh toán điện tử và thanh toán thẻ’, 8/9/2016, truy cập từ https://www.sbv.gov.vn/webcenter/portal/vi/menu/trangchu/ttsk/ttsk
[24] Ngân hàng Nhà nước Việt Nam, “Thúc đẩy phát triển Internet Banking”, 1/7/2015, truy cập từ from:https://www.sbv.gov.vn/webcenter/portal/vi/menu/trangchu/hdk/cntt/udptcntt/udptcntt
[25] Ram, S., & Sheth, J. N., “Cosumer resistance to innovations: The marketing proplem and its solutions”, The Journal of Cosumer Marketing, 6 (1989) 2, 5-13, doi: https://doi.org/10.1108/EUM0000000002542.
[26] Marr, E. N., & Prendergast, P. J., “Consumer Adoption of Self‐service Technologies in Retail Banking: Is Expert Opinion Supported by Consumer Research?”, International Journal of Bank Marketing, 11 (1993) 1, 3-10, doi: https://doi.org/10.1108/02652329310023381.
[27] Thornton, J., & White, L., “Customer orientations and usage of financial distribution channels”, Journal of Services Marketing, 15 (2001) 3, 168-185, doi: https://doi.org/10.1108/08876040110392461.