بررسی ارتباط بین ارزش مشتری و رفتار پذیرش فناوری: مطالعه در مورد بخش بانکی در هند Investigating linkage between customer value and technology adoption behaviour: A study of banking sector in India

1. Introduction Customer value is emerging as one of the focal points that facilitate organizations to sustain the pressure of competition and differentiate them from the other competitors (Hamid, 2012). Considering the imperative role of customer value banking sector has also started framing strategic moves directed towards enhancing value perception of the customers regarding the products/services offered by banks (Al-Shbiel & Al-Olimat, 2016; Yadav & Suvarna, 2013). Among such moves, one of the promising initiatives taken by the banks is introduction of new and improved technologies into banking operations (Bajaber, AlQulaity, & Zafar, 2016; Kumar, Saxena, Suvarna, & Rawat, 2016). Introduction of latest technologies (such as internet banking (IB), mobile banking (MB), etc.) allow customers to carry out their banking transactions on anytime-anywhere basis, thereby, attempting to enhance value proposition of the customers regarding services offered by banks with the use of latest available technologies. Since the rationale of introducing latest technologies into the banking operations is to provide convenience to customers with the ultimate aim of enhancing their value perception, it becomes imperative for the banks to explore impact of such technologies on value perception of the customers. The exploration of such kind will enlighten banks regarding the facets of technology adoption behaviour of the customers that affect their value perception regarding latest technologies. However, available research in this field indicates that the phenomenon of customer value and technology adoption has been hardly studied in its entirety and comprehensively with reference to banking customers in India, though the concept has received substantial acknowledgement from distinct researchers (Bhatt & Bhatt, 2016; Karthikeyan & Soniya, 2016; Noori, 2015; Rao & Budde, 2015). Therefore, with the aim to prepare a novel and path-breaking contribution to the existing literature, the present research work has been framed to examine relationship between customer value and their technology adoption behaviour with reference to banking customers in India. Accordingly, Integrated Technology Adoption (ITA) model has been developed and proposed in the present study. The next part of the study has attempted to explore literature pertaining to the phenomenon of customers value and its relationship with technology adoption behaviour of the customers. Further, the present contribution includes elaboration of the research methodology followed by discussion regarding the results and conclusions emanating from the present study along with probable business implications for the banking sector.