Customer continuance intention toward digital banking applications

Abstract

Internet banking in Indonesia increased from 150 million transactions in 2012 to 406 million transactions in 2016. The present article examines the digital banking application ABC of Bank ABC of Indonesia to find the factors influencing customers' continuance intention (CI) while using ABC. Results of the analysis using 423 valid respondents identified three main influencing factors, from highest to lowest, as trust (T), habit (H), and price-saving orientation (PSO). The model used can predict the CI of customers toward ABC as the R2 gave a value of 71%. Results also revealed that male customers consider trust a more important factor than do female consumers. Bank ABC may use this information in its future marketing strategies for retaining existing customers and attracting potential consumers.