An Analysis of Maybank Kuala Terengganu Low E-Payment Adoption among Online Banking Users

  • Khalisa Khalid Arsyad Ayub Graduate Business School, Universiti Teknologi MARA Cawangan Terengganu
  • Nor Baizura Osman Arsyad Ayub Graduate Business School, Universiti Teknologi MARA Cawangan Terengganu
  • Mohd Khairul Azizol A Rahman Arsyad Ayub Graduate Business School, Universiti Teknologi MARA Cawangan Terengganu
  • Mohamad Shukri Johari Universiti Teknologi MARA
Keywords: E-payment, adoption, perceived usefulness, self-efficacy, social influence, perceived risk

Abstract

Customers still prefer paying by cash despite the rapid evolution of mobile technology, which contributes to digitalization initiatives in the Malaysian banking industry and its e-payment products. Although account holders have been advised on the widely promoted electronic payment (e-payment), the adoption of the system has yet to reach total capacity. The current study aims to investigate the low adoption of e-payments among online banking users, specifically at the Kuala Terengganu Maybank branch. The study also identified the factors influencing customers’ decisions to use the Maybank e-payment system and examined the level of customer adoption of the system. The primary data collection method involved survey questionnaires distributed among 351 respondents. Descriptive analysis and multiple regression analysis were also employed for data analysis. Resultantly, perceived usefulness, social influence, and perceived risk significantly influenced the adoption of the Maybank e-payment system. Perceived usefulness is the most significant factor in system adoption. Users will consider adopting mobile e-payment systems when financial institutions prioritise their perceived usefulness, self-efficacy, social influence, and perceived risk. These findings could assist Maybank in integrating effective theoretical and practical approaches and providing solutions to enhance the usage of e-payment systems among online banking users.

Published
2024-04-30