Abstract

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).