Key Factors in the Decision to Continue Using Internet-banking: A Conceptual Approach

Internet banking services have increased significantly worldwide, leading to greater competition and making it easy for consumers to switch between banks. Many studies are interested in the success of early adoption of internet banking, even though initial adoption is only a short-term success. The most important is continuance usage as long-term success, as it will determine the survival of the service provider bank. Therefore, it is important for banks to remain competitive to maintain consumer retention. This conceptual article aims to provide basic concepts that can be applied to investigate the internal and external factors that positively influence the consumer’s experience, satisfaction, and decision to continue using i-banking. It also examined financial literacy's role in actual use and satisfaction when consumers decide to continue using internet banking. The theoretical background and models used to design conceptual research come from Social Psychology, Cognitive Psychology, the Theory of Reasoned Action, the Technology Acceptance Model, and the D&M Information System Success Model. Finally, it can be concluded that the conceptual framework developed to retain consumer behavior to continue using i-banking is Individual Factors and Quality Factors. Considering that i-banking combines the characteristics of information technology and financial products, its role is also taken into account in strengthening the decision to continue using i-banking.