CUSTOMERS’ CONSTRAINTS TOWARDS ONLINE BANKING TRANSACTION: A LITERATURE REVIEW
CUSTOMERS’ CONSTRAINTS TOWARDS ONLINE BANKING TRANSACTION: A LITERATURE REVIEW

Summary/Abstract: The internet and its accompanying technologies regarding the e-bankindustry’s products and services have been diversified in relations to customers’ needsand desires. In spite of improved quality of service delivery on banker-customertransactions facilitated by the increasing levels of adoption and use of newtechnologies, important variables that inhibit customers in their quest to engage insuccessful online banking transactions have been silent in the context of someemerging economies. Against this backdrop, the focus of the study was aimed atreviewing the antecedents and investigating the barriers of internet banking adoptionand acceptance from an emerging economy perspective. Document Analysis (DA) as aresearch technique for executing the general aim of the study was employed. The studypresents and highlights the leading constraints of online banking transaction adoption,notably; Infrastructural constraint, Behavioral Influence, Social Influence, Operating(Transaction) Cost, Perceived Credibility, Performance Expectancy, Effort Expectancy,and Perceived Knowledge were discovered as online banking customers’ constraints.In theory, the study adds up to broaden the scope of internet marketing in bankingfrom the perspectives of consumer behaviour in online banking transactions. Thepractical knowledge will help practitioners and industry players in the bankingfraternity to strategize and repose confidence in customers in their quest to engage inonline banking transactions.

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