Behavioral Analysis of Digital Banking Acceptance and Customer Satisfaction, in Greece

Abstract

Greeks seem to be unfamiliar with online banking services, which was an obstacle to the smooth conduct of their transactions, especially during the Covid-19 period. The objective of the study is to reveal the dimensions that influence the use of Digital Banking, including users’ satisfaction and no users’ perceptions in Greece during Covid-19 period, using both econometrical and behavioral analysis approaches. Performing factor analysis, a Structural Equation Model and Multiple Logistic Regressions Models derived that both technological and personal factors, such as, personality and familiarity with banking products could impact the use and maintenance of the use of Digital-Banking in Greece. Besides, technical characteristics of services applications’ such as easiness in login and security influenced users’ satisfaction, while other traditional banking services such as ATM’s and automatic machines’ use, including the behavioral intention to change the way someone is conducting his/her banking transactions, could also be an obstacle in adoption. The particular study examines at the first time not only the perceptions of Greek consumers about electronic banking services, such as Digital-Banking, but also the factors, which will enhance the existing users’ satisfaction, in conjunction with the barriers that lead in non-adoption, including other banking services.