INTRODUCTION In terms of innovation of extensive technology and advancement, many banks nowadays also use the e-banking advantage

as one of their strategies in market competition. E-banking services are defined as the automated delivery of new and traditional banking products and services directly to customers through electronic and interactive communication channels without face to face interaction anymore. E-banking includes the systems that enable financial institution customers, individuals or businesses, to access accounts, transact business, or obtain information on financial products and services. Customers can access ebanking services using an intelligent electronic device, such as a personal computer (PC), personal digital assistant (PDA), automated teller machine (ATM), kiosk, and so on. There are many advantages offered by e-banking. Examples are time saving, very convenient, easy, faster and efficient since the consumer can control, handle and check their account. In addition of e-banking services, thousands of customers can be dealt with at once, many clerks and cashiers and the administrative work gets reduced drastically, also the expenditures on paper slips, forms and even bank stationery have gone down. This will helps to raise the profit margin of the bank. However, there are still some of disadvantages especially the security issues. Security fall into three categories first is with serious criminal intent, which is frauds, theft of commercially sensitive or financial information, second is by casual hackers which are defacement of web sites or denial of service and third is the flaws in systems design and or set up leading to security breaches which are genuine users seeing and being able to transact on the other users' account. Besides that, sometimes the bank's website goes down, and if this happens it will be a hassle for the customer because they has to go to a branch or make phone calls- which is usually busy due to other customers also making a call. Customers may also run into a bad service when they might wait a while for the checks to clear and certainly can't do anything about it if it is offline.

1. Customer expectations and services level in e-banking era: An empirical study journal Each consumer can freely choose their trusted financial institution. However, there are some aspects or factors that influence the customer choices. On this journal, 292 respondents was participated in a survey that was conducted to analyze of understanding the perception on technology based services and preferences in banking by using Likert scale from 1 to 5 on 25 questionnaire. Based on this journal, with competition in the market, it is very important for the banks to understand how customers choose their bank. Therefore, bank profit and growth of client are interlinked to each other. In order to attract more client and influences them, institution bank have introduced the e-banking services to give them more benefits during deal with their financial matter. These factors should be match or almost match with customers expectations. So, upon they use e-banking services, customers will expect some of qualities from the services. Previous research using SERVQUAL scale by Jayawardhena (2004) showed that services quality in e-banking can be measured across five dimensions that defined as access (empower customer to utilize the services through a number of points of entrys and ability to conduct a wide range of transaction), web interface (maintenance of a website that enhances the overall browsing experience of customers), trust (inspire confidence among customers by providing a prompt and information rich services), attention (provision of an accurate personalized services to customers) and credibility (delivering the promised services to customers at all times). Based on the result, trust dimension is the most important factor which mention as safety fund. In respondent perception, safety fund that they receive almost matches with their expectation. So far, no respondent faces problem with their saving of fund in the bank during or after make a transaction using e-banking. The others important factor also that should be almost match and influences consumers choices are secured ATM, ATM availability, timely services, personal attention and confidentially. Upon using the e-banking services, clients expect that the

services their using are safety from any theft or unauthorized persons. Therefore, banking institution should have to improve services by analyse and identify areas of weakness or those that improvement to reduces the gap between the expectations of customers and what is really being offered to them. This implication can help to improve and attract more customers to use e-banking services.

2) Perceived risk and e-banking services: An analysis from the perspective of the consumers This research is investigates about risk in e-banking services is perceived more risk than traditional banking services. Based on theories, there are two dimension concept of risk (Kogan and Wallach). There are chances or probability of risk that will give a negative impact. Even though e-banking services give an advantage such as time and money savings, convenience, easy accessibility and availability, but there are also disadvantages using of ebanking services such as high cost of maintenance, system complications, computer phobia and loss of pleasure and also social interaction. In this research, 159 respondents was test using a seven-point Likert scale questionnaire instrument collected data about perceived risk in e-banking services. Based on the questionnaire, five risk types exist during five stages customers buying process were defined. Risk is perceived when the individual recognises a need for an e-banking service; when the person seek and need for information on e-banking; when the person goes through a process of looking at various e-banking providers that may satisfy their needs and selects an e-banking provider; and lastly after the person either experiences satisfaction or dissatisfaction when use e-banking services. In results also show that each of these stages have different types of risk, for stages one, financial risk and psychological risk are significant. At stages two and three, financial and physical risk are significant. Frequency of use is also significant at stage two. At stage four, only financial risk

is significant. Lastly, at stage five, financial and time risks are significant. To reduce the risks of e-banking services, managerial implications with some strategies by bank institution should be imply. Specifically, marketing strategies need to focus on the issues of financial risk and psychological risk in the problem recognition stages. For stage one, psychological risk is related to the worry or anxiety that occurs by using e-banking services. Therefore, availability of telephone help lines that are manned by trained personnel may more readily induce trial of e-banking services. Second stages consist of financial and physical risks. Physical risk is a form of disclosure of confidential financial records and violation of privacy. With the guarantee such a way give detailed explanation about the system of the e-banking will provide more easily understandable and authorititative information to user will reduce this type of risks. In the next phase which is purchase phase, financial risk is a major risk factor. At this stage, bank should directed towards the removal of financial risk by give a clear information to users about how much of their resources that they are putting on the risks and the safety of their financial resources. Not only that, offer additional insurance also can help. For time risk, it is likely related to the time and effort a consumer would have to expend to fix problems such as late or incorrect payments, erroneous transfers and theft and fraud. As overall, the consumer that use e-banking services still face on the risk after the process. Therefore, the management should give an attention to customer reassurance, fast and accurate information, and quick service recovery and problem resolution for post-purchase process.

3. An observation analysis of e-services quality in online banking Process of using e-banking can be more enjoyable by enhancing websites interactivity and creating unique online experiences. On this study, focus is on observing customer perceptions from a user-based perspective about internet banking and e-services quality. This research was used two observation methods among 20 respondents which are inductive qualitative or unstructured approach explored informants meanings, interpretations and views of e-banking service offerings, and the deductive quantitative or structured approach used an observation schedule to investigate a specific set of issues. This structured observation process involves collecting data without questioning or communicating with people but by observe and recording behaviour while unstructured observation involved recording remarks or commend made by respondents regarding the bank websites and also taking note of respondents varying website capabilities. Based on the results, the finding were consistent with previous research by Katerattanakuls study which is three elements are important to respondent in terms of web satisfaction and quality that are information search, transaction and enjoyment. Majority, all respondent used online banking to get more detailed information about some products and services such as current account, credit card and direct debit inquiry services. Besides that, online banking was used as basic banking transactions such as bill payment, credit card payment, and transferral of money and the purchase of phone credit. However for some services, respondent feels that it is not suitable to propose through ebanking services because it will take more time and perceived as complex process such as mortgage and loan application which they feel that it will be better if perceived in straight forward. Beside that, users also seek an enjoyment satisfaction. Enjoyment here is related to website interactivity which is easy to understand and straightforward menu options. Other services that increased length of stay online such as availability of mortgage calculator, posting comments and exchange rate information. In addition, respondents also seek quality

of confidential in e-banking services. An example is customer log in, privacy of customer details, account balances and credit transfer. Thus, online banks need to continuously update their online services offerings to ensure that their e-services satisfy the users needs.

4. To trust or not to trust: The consumers dilemma with e-banking In terms of using of e-banking services, customers always seek an attention on trusted services that has been offered. Trust is essential in online context to reduce consumers fear for the safety of their personal information due to hackers or other harmful possibilities (Hoffman et al., 1999: Yoon, 2002). Lack of trust will cause consumers reluctant to conduct their financial by transactional online. Therefore, the purpose of this research is to investigate whether a consumers perception of risk in transacting on the internet which is perceived trust would have an influence on their trust of a banks e-banking website which is called as specific trust and their willingness to use e-banking services. This research is based on a survey and collect data among 202 respondents. Besides that, this research also is using two hypotheses which form by a previous research. Hypothesis one state as specific trust in ebanking has a direct effect on willingness to use e-banking and second hypothesis is perceived risk has a negative moderating effect on the relationship between specific trust and willingness to use e-banking. To test the hypothesis, instrument that contains 15 item scales were used. Each item is measured on a 7-point Likert scales. Based on the result, adoption of internet e-banking can varies based on year, age, qualification and income. In earlier an adoption of internet and e-banking showed that there was a slow growth since internet usage also slows growth. Not only that, lack of knowledge of service availability, the internet website being not user friendly, and security concerns that reduces trust among consumers also causes slow growth of e-banking services. For age, who were age 29 and below were more willing to use e-banking compared to the 50 and above respondents. In

relation to willingness to use, significant differences were found between three groups of respondents which is those who had a trade qualification or diploma, a tertiary degree and a post-graduate qualification. Respondents who had a post-graduate qualification have a higher willingness to use e-banking compared to those who had a lower qualification because they are better educated and have more knowledge about e-banking. For income, there are different was found between two groups respondents who had an income level of $50,001 $70,000 were more willing to use e-banking compared to those who had an income level of $30,001 - $50,000.However, for age, qualification and income elements, it is related to the type of gender. Males tend to have more specific trust compare to females. For the result of model testing, it is shows that perceived risk had direct negative influences on willingness to use e-banking. When the person has low perceived risk, generally they will more willing to use e-banking and shows that their trust on banks e-banking website. Thus, via results also we can found that specific trust give a positive influence on the relationship between perceived risk and the willingness to use e-banking. To increase the trust level among consumers, managerial implications should be taken. Banks should adopt an advance of security such as mobile phone short message services (SMS) security notification, security token code and security encryption between customers. Besides that, positive self efficacy via good internet experience and positive outcome expectancies also one of determinants that influence consumers perception risk. To reduce low internet self efficacy among consumers, bank need to give more information and education to them by offering internet training programs or provide internet training manuals with comprehensive and detailed guidelines about the services. By increasing the trust level, then, more consumers are willing to use ebanking services that had been provided.

5. Spread of e-banking in Malaysia: A consumer perspective E-banking has become one of the most revolutionized components of today economic growth because it has a powerful value tool to attract new customers and helps in eliminating costly paper handling and teller interactions in the increasingly competitive banking environment. This phenomenon also occur in Malaysia which it we can see many banking organizations in Malaysia nowadays are offering online transactional services for consumers at homes via e-banking services. This paper examines the factors affecting the growth of ebanking in Malaysia from consumers perspective. A Likert scale questionnaire survey is applied with face to face to 200 respondents that have an experienced using e-banking service before. Based on the result, it is shows the majority of respondents agree that there are many benefits of e-banking. Examples are, reduce operating and administrative costs of, provide faster, easier, more reliable services, time saving of banking transactions and also help to improve banks image and reputation. Besides that, the results also found seven factors that influence growth of e-banking services in Malaysia. For first factor, majority respondents view e-banking as convenient in terms of time and place. So, consumers can perform a transaction easily at anytime and anywhere. Respondent also feel that transaction online faster than traditional banking because they no need to queue in banks anymore. Next factor is cost. Since the cost of using the computer and internet are affordable, so use of e-banking increase among the respondent. In addition, it helps banks eliminate cost of paper using. However, in terms of trust factor, many respondents still have a low of trust on e-banking. Thus to maximize their trust, many respondents will seek and choose for e-bank transactions that have a good reputation in the banking industry. In security factor, minority of respondents feel that internet transaction is extremely unsafe but majority of them feel that instructions given in the banks website are clear and short and also agree that authorized username and password are still essential. Via e-banking, majority respondent agree that they

can increase awareness about their account by check their transaction details and statements regularly. Next factor is reluctances and problems. Many respondents feel that there are still have some problems upon spread of e-banking in Malaysia that cause them to not use 0f ebanking such as lack of advertising and promotion activities about e-banking, insufficient public awareness of e-banking and lack of computer skill among the respondents. To protect e-banking users, respondent agrees if government tighten rules and regulation that related. As suggestion, many respondents suggest banks that media can be used to promote or advertise e-banking news and issues as campaign to increase users awareness and also to educate customers. Generally, all these factor above significantly affect the adoption of e-banking in Malaysia since majority of respondent agree that e-banking give many benefits to them because successfully reduce cost of transaction, operating and administrative. Hence, bankers should focus more on improving e-banking services as their strategy in competition. Such as, increase consumers awareness by promotions use of e-banking. Not only has that, banks also needed to earn consumers loyalty via product features and excellence of services. In addition, banks should give an attention about trust and security issues of e-banking services by use SSL technology to encrypt all financial transactions as protection of personal data from hackers. However, bank institution should not abandon their traditional banking services since customer still seek and need this type of services to get more detailed of some information.

CONCLUSION As conclusion, the whole concept of E-banking has its fair share of advantages as well as disadvantages. For some people, e-banking is simplifies our life, while for the others it is intimidating and complex. Taking into consideration these perceptions, most banks have now started offering e-banking services and a viable option to their clients. Some people prefer talking personally to a person in case of a problem. They prefer the personal touch aspect of customer service. If you are this kind of a person, then youll probably never feel comfortable with e-banking. On the other hand, if unlimited access to your bank accounts and convenience is highest on your list of banking priorities, then nothing can beat e-banking. In order to attract more customers use e-banking services, banks organization should reduce the risk or disadvantages in using e-banking services especially in terms of security. Therefore, banks need to imply any suitable strategies as the solution. An example, to secure the information privacy, Secure Socket Layer (SSL) can be use. Not only that, use of Java Applet and authentication via use of Personal Identification Number (PIN) also can be implying.

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