Factors influencing adoption and engagement with self-service banking technologies: An integrated TAM–TPB model approach

Abstract

This paper examined how self-service technologies (SSTs) influence customer behavior in Batac City banking using the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM), focusing on perceived usefulness, perceived ease of use, attitude, subjective norm, perceived behavioral control, banking habits, satisfaction, and engagement. A quantitative descriptive-correlational design was used with 300 bank customers in Batac City who use ATMs, online banking, mobile banking, and self-service kiosks. Data were collected through a structured questionnaire and analyzed using frequencies, percentages, mean, standard deviation, Pearson r, regression analysis, and ANOVA/t-test. Results showed that perceived usefulness and perceived ease of use were high and significantly related to adoption intention, with perceived usefulness as the stronger predictor. Customer behavior was significantly influenced by attitude, subjective norm, and perceived behavioral control, with attitude having the greatest influence. Banking habits were strongly predicted by combined TAM and TPB variables, while satisfaction and engagement were significantly predicted by banking habits. Demographic differences were observed in education level, banking experience, and income. Overall, the study shows that SSTs significantly shape customer behavior in Batac City by influencing adoption, banking practices, satisfaction, and engagement.