The Factors Affecting the Adoption of Electronic Banking in Algeria: A Client Perspective – Guelma City

Abstract

This study examines the factors that affect the adoption of electronic banking services among clients of Algerian banks. The sample for this survey is drawn from individual clients of public banks. The main goal of the study is to identify the impact of demographic characteristics on the degree of adopting electronic banking services among clients in Algeria, specifically in the city of Guelma. The study also aims to identify the most influencing factors for the speed of the adoption  of e-banking services among clients. The study uses a random sample consists of clients at Algerian public banks in Guelma. The researcher uses a questionnaire to gather primary data, and it was distributed to a sample that consists of (450) bank clients. 390 questionnaires were retrieved which constitutes 87% of the all distributed questionnaires. After close examination, (34) questionnaires were deemed invalid for the purposes of analysis. In other words, only (356) questionnaires were used in the analysis in order to measure and test the hypotheses of the study.

After analyzing data using the SPSS-20 program, the study finds that:

• There is a statistically significant relationship between trust, credibility and complexity, and the extent to which clients accept the conduct of banking operations through electronic banking.
• There are no statistically significant differences in the acceptability of banking operations via electronic banking due to the variable of gender in terms of all the variables of trust, credibility and complexity.

In light of the findings of this study, the most important recommendations are as follows:

• There should be a focus and a greater attention to the factors of client confidence and complexity because they are closely related to the extent to which the banking customer accepts banking operations through electronic banking. This can be achieved through the unification of the marketing efforts of Algerian public banks towards trying to change the banking habits of their clients, as well as towards deepening their sense of security when using electronic banking. They must work to increase the client’s awareness through training clients and providing them with the opportunities to use the electronic services of the bank.