| الملخص: | The increasing competitiveness in the banking services sector urges banks to innovate in
developing and utilizing alternative channels continuously. Hence, banking has always
been an intensive service industry that relies heavily on technology to acquire, process,
and deliver user services and information. The emergence of the internet era has provided
a solution for banks to improve the efficiency of service delivery to users while staying
competitive in the financial industry. Internet banking sustainability is expected to offer
financial customers meaningful access while promoting the usage of suitable options for
affordable financial solutions.
The research put forward three objectives: to reveal the influencing success factors,
analyze the relationships between the identified factors that influence internet banking
sustainability towards improving user adoption, and propose an internet Banking
sustainability model for improving user adoption. The study opted to use a quantitative
study using questionnaires and validated the feasibility of the research through a pilot
study among 30 individuals obtaining data verification. The actual study engaged 196
internet banking service users. The data was analyzed using statistical tools such as
Statistical Package for Social Sciences (SPSS), Rasch model, and Partial Least Squares-
Structural Equation Modelling (PLS-SEM) to test the 18 hypotheses on influencing
success factors identified for the study and to evaluate the model. The study discovered
that sixteen (16) out of the eighteen (18) theorized hypotheses were met.
A few theories, namely the Technology Acceptance Model (TAM), Social Cognitive
Theory (SCT), Theory of Planned Behavior (TPB), and Information Systems (IS) success
model, were used as unpinning theories to understand the insight of users behavior and
to derive the internet banking sustainability model. The model development towards
improving user systematic adoption of internet banking was derived from seven (7)
factors, specifically website design, ease of use, quality system, social influence,
perceived usefulness, perceived ease of use, and intention to use, and ten (10) factors
recommended by the experts such as security, trust, electronic word of mouth, rewards,
sustainability, commitment, user experience/generation, knowledge, profession, and
income. The results of this study provide empirical support for the research model
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