ADOPTION OF ICT BY BANKING SECTOR TO GIVE CUSTOMER EASE OF PROCESSES IN MALAYSIAN BANKS

Abstract

This study examines the adoption of Information and Communication Technology (ICT) in the Malaysian banking sector and its impact on customer satisfaction, focusing on the ease of banking processes. The research explores three key independent variables: ICT adoption in banking, digital service accessibility, and customer awareness of ICT. The study aims to understand how these factors influence customers' perceptions of the ease of banking, ultimately shaping their satisfaction with the banking experience. Using the Technology Acceptance Model (TAM) and the Service Quality Model as theoretical frameworks, the research investigates the relationships between these variables and customer satisfaction. It is anticipated that the findings will highlight the importance of a seamless and accessible digital banking experience, supported by informed customer awareness, in enhancing customer satisfaction. This study contributes to the literature on digital banking and provides practical recommendations for Malaysian banks to optimize their ICT adoption strategies, improve digital service accessibility, and enhance customer awareness, ensuring a more satisfying and efficient banking process for their clientele.