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RESEARCH METHODOLOGY
The following chapter on Methodology will describe different research methods used in this study and explain the chosen methods. It will further describe the research purpose, research approach, research strategy and data collection methods and analysis approach. Furthermore, this chapter describes the chosen sampling technique, the way the data for the study has been collected and techniques used to analyze the data.
1994).
According to Yin (1994) a case study is a comprehensive description and analysis of a single situation. In case studies the aim of the research is to seek conformity between the results and the
theory. This means that the theory helps to identify other similar events to the result that can only be generalized after further studies. A researcher can choose to conduct research on a single case or to conduct multiple case studies. The single case study is appropriate when the single case represent (1) an extreme or unique case, (2) a critical case meeting all the conditions for testing a formulated theory, or (3) a revelatory case when the researcher has the opportunity to observe and analyze a phenomenon previously inaccessible to scientific investigation (Ibid). Wiedersheim-Paul and Eriksson (1999), note that the possibilities of comparisons between the cases are added in a multiple case study. Miles and Huberman (1994) continue by explaining how the multiple-cases make it possible to specify how, where, and sometimes also, why a certain phenomena has a specific behavior. They conclude that multiple-case sampling also adds to the validity, precision and the stability of the findings. In order to address the research questions of this study, two case studies will be conducted. By conducting case studies the results can be compared and the study seen as more convincing. This enables us to compare the results from each case in a cross-case analysis. Using a multiple-case study it can also make my findings more strong and possible make it easier to notice possible similarities and/or differences. How the case study is preceded? is presented in the next section. Particularly in this study researchers have adopted only survey and case studies strategies, in order to find out the electronic marketing impact on the banking sector of Pakistan with respect to customer acceptance, online environment and online services.
To find out the descriptive statistics for related variables of online banking acceptance. To see the correlation among variables and its impact on customer acceptance of online banking.
How online banking environment can be described? How online banking services can be described?
All individuals related to online banking use. Individual online banking user. Provincial capitals and the capital of Pakistan (Lahore, Karachi, Peshawar, Quetta and Islamabad).
Time:
2009
Secondly In qualitative part, researchers have used multiple cases sampling, because multiple case could add confidence to findings. By looking at the range of similar contrasting cases, one can understand the case findings, grounding it by specifying how and where and, possibly, why it carries on as it does (yin, 1994). Keeping in mind the research questions authors chose websites of different banks working in Pakistan (Online commercial bank). These banks are providing the Internet banking services . Table 3.1: Distribution of Sample Respondents
Serial No. 1 2. 3.
Activity
Islamabad
Lahore
Peshawar
Quetta
Karachi
Total
25 25 50 100 Source:
30 30 65 125
10 10 30 50
10 10 30 50
35 35 80 150
Within the scope of the research, authors will use email, voice chat via internet, and observation (interaction with website) as sources of data collection. They will also use documentation as a mean to supplement evidence from other sources. For example, such data are available mainly in form of the bank information material (annual reports, articles, brochures, online information presentation, etc.), and this documentation will provide us with an overall view of the present
Secondly in case study approach, the goal of analyzing data is to handle the evidence fairly, to produce convincing logical conclusion and to rule out alternative interpretations. Data analysis involves turning a series of recorded observations into descriptive statements (Yin, 1994). Before the data actually can be analyzed, the researcher carries out a case study, can choose between two general analytical strategies, relying on theoretical propositions or developing a case description.
Our data analysis will be based on three steps. We will use the within-case analysis and the crosscase analysis stated by (Miles & Huberman, 1994). The data will first be reduced through a within-case analysis where the cases will be compared with the frame of reference. The data will then be further reduced by being displayed through a cross-case analysis where the cases will be compared with one another.
3.5 The Research Models 3.5.1 The Research Model for online banking acceptance:
This Customer Acceptance research model is developed on the basis of previous research studies and variables included are, perceived usefulness, perceived ease of use, perceived enjoyment, the amount of information, security and privacy, internet connection. Equation tested is following: Equation: y = + 1 (x1 + 2(x2) + 3 (x3) + 4 (x4) + 5 (x5) + 6 (x6) + CA = + 1 (U) + 2(EU) + 3(E) + 4(IO) + beta;5(SP)) + beta;6(QI) + Where as : 1. 2. 3. X1 = U = Usefulness X2 = EU = Ease of Use X3 = E = Enjoyment
4. 5. 6.
Hypothesis:
H1. Perceived usefulness (PU) has a positive effect on consumer acceptance of online banking (Davis et al., 1989; Pikkarrainen, T et al, 2004).
H2. Perceived ease of use (PEOU) has a positive effect on consumer acceptance of online banking (Davis et al., 1989; Pikkarrainen T et al, 2004).
H3. Perceived enjoyment (PE) has a positive effect on consumer acceptance of online banking (Davis et al., 1992; Igbaria, M., et al., 1995; Teo et al., 2000; Pikkarrainen T et al, 2004).
H4. The amount of information a consumer has about online banking has a positive effect on consumer acceptance of online banking (Sathye, 1999; Pikkarrainen T et al, 2004).
H5. Security and privacy have a positive effect on consumer acceptance of online banking (Charles et al, 1998; Sathye, 1999; Hamlet et al, 2000; Tan et al, 2002; Black et al., 2002; Giglio, V., 2002; Howcroft, B,. et al., 2002; Pikkarrainen T et al, 2004).
H6. The quality of the Internet connection has a positive effect on consumer acceptance of online banking (Sathye, 1999; Pikkarainen T et al, 2004).
In the previous section, we have studied the online environment (website), including the design, models, development and strategies. We found that there were quite many items overlapped. In order to find out how web site designs in Internet banking should be, I think that model of Jayawardhena & Foley (2000) is the suitable one as it is specifically related to internet banking industry.
Speed to download
Simple graphics Animation and/or multimedia plug-in
Interactivity
Technical banking facilities: Loan calculators, exchange rate converters, mortgage calculator etc
Navigation
Homepage hyperlinks Links Consistent navigation. Search engine in the site. Site maps/guides
Security
Encryption Purchase /operation confirmation Automatically log off
3.5.3
Web-based customer service level and nature of customer participation, they should be integrated with website design to be intact and leading to enhance customers services. Cai & Jun (2003) discussed service quality in online retailing. Joseph, McClure & Joseph (1999) investigated the influence of technology such as ATM, telephone and Internet, on the delivery of banking services. Their study acknowledged six dimensions of electronic banking customer service. In order to find out how websites could be used for enhancing customer service in Internet banking, the theories of Cai & Jun (2003), as well as from Joseph, McClure & Joseph (1999) are deemed appropriate for this study, as they are both more recent.
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