Customer Relationship Management, Financial Literacy, and Online Banking Adoption: Social Influence Moderation - Insights from Technology Adoption

  • Muhammad Asif UE Business School, University of Education, Lahore
  • Farhan Sarwar
Keywords: Online banking, Users’ intention, Technology Acceptance Model, Customer relationship management, Financial literacy, Social influence


Objective: The present aimed to explore the effect of customer relationship management and financial literacy on users' intention to adopt online banking using the Technology Acceptance Model (TAM). Additionally, the study delved into the moderating role of social factors within this realm.

Methodology: The measuring scale in this study was refined iteratively through discussions with domain experts. Data from 524 respondents were collected through a digital survey, and PLS-SEM was used for the analysis.

Findings: The study reveals that the intention strongly depends on attitude, with perceived usefulness and ease of use playing pivotal roles in shaping positive attitudes. Customer relationship management intricately influences user perceptions, despite directly impacting intention denial. Financial literacy positively impacts intention antecedents,  social influence moderates positive relationships between financial literacy, customer relationship management, and intention. However, it exhibits a negative relationship with intention.

Implications: This innovative study introduces social impact as a moderator in the perspective of online banking adoption, setting new standards in the field. This important point has not been covered in previous studies.