Creating Competitive Advantage through Employee’s Attitude towards It Intervention -A Case Study of Indian Public Banks

Poolad Daneshvar ., Dr. H. N. Ramesh .

Abstract


This study, based on the belief–attitude–performance chain, uses Davis’s technology acceptance model (TAM) to identify the factors that lead employees to support or resist the introduction of  information technology (IT). Survey data collected from 60 employees were used to examine the role of employee attitude towards IT to create competitive advantage at Indian public sector banks.  For this purpose Technology Acceptance Model (TAM) was considered to assess employees’ perceived usefulness and satisfaction towards IT. A questionnaire with five-point Likert scale is distributed to respondents and analyzed, using SPSS 16 software by employing correlation and stepwise regression analysis. Results indicate that that employees are exclusively concerned with ‘Information sharing’, ‘Participation and empowerment’, ‘Timeliness’ ‘Relevance’, ‘Reliability’ and ‘Accessibility’, as important factors for them to apply IT. The paper contains relevant material to the banking industry, implications are discussed and recommendations are offered for improving internet banking services.

Keywords


Employee’s attitude, Technology Acceptance Model, Information Technology, Competitive advantage.

Full Text:

PDF

References


Adams, D.A., Nelson, R.R., & Todd, P.A. (1992). Perceived usefulness ease of use and usage of information technology: a replication. MIS Quarterly,16, 227-247.

Agarwal, R. and J. Prasad. (1998). A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology. Information Systems Research, 9(3), 204-215.

Ahuja, M. K., & Thatcher, J. B. (2005). Moving beyond intentions and toward the theory of trying: Effects of work environment and gender on post-adoption information technology use. MIS Quarterly, 29(3), 427-459.

Ajzen, I. & M. Fishbein. (1980). Understanding Attitudes and Predicting Social Behavior, Prentice Hall, Englewood Cliffs, NJ.

Al-Gahtani, S.S. & King, M. (1999). Attitudes, satisfaction and usage: factors contributing to each in the acceptance of information technology. Behaviour and Information Technology. 18(4), 277-97.

Buchanan, D., & McCalman, J. (1988). Confidence, visibility, and pressure: The effects of shared information in computer aided hotel management. New Technology, Work, and Employment, 3(1), 38–46.

Chau, P.Y.K. (1996). An empirical assessment of a modified technology acceptance model. Journal of Management Information Systems, 13(2), 185–204.

Clemons, E.K. (1986). Information Systems for sustainable competitive Advantage. Information and Management, 11(3), 131-136.

Davis, F.(1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-339.

Davis, F., Bagozzi, R., & P. Warshaw. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science,35(8), 982-1003.

Draper, N. and Smith, H. (1981) Applied Regression Analysis, 2d Edition, New York: John Wiley & Sons, Inc.

Fishbein, M. & Ajzen, I.(1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Addison- Wesley, Reading, MA.

Gani ,A., & Bhatt, M .(2003). Service quality in commercial banks: A comparative study. Paradigm , 7(1) , 23-33.

Gardner, S.D .,Lepak.,D.P., Kathryn M., & Bartol,K.M. (2003). Journal of Vocational Behavior 63 ,159–179

Hackman, J., & Oldham, G. (1975). Work resign. Reading, MA: Addison-Wesley.

Hartline, M. D., Maxham, J. G. III, & McKee, D. O. (2000). Corridors of influence in the dissemination of customer-oriented strategy to customer contact service employees. Journal of Marketing, 64(2), 35–50.

Helmreich, R. (1987). Changing potential users to actual users: an evolutionary approach to office system acceptance.' In M. Frese, G. Mich and W. Dzida (eds), Psychological Issues of Human Computer Interaction in the Workplace, Amsterdam: Elsevier Science.

Hong W., Thong J.Y.L., Wong W.M., &Tam K.-Y., (2001) Determinants of user acceptance of digital libraries: an empirical examination of individual differences and system characteristics, Journal of Management Information Systems 18(3), 97–124.

Horton, R., Buck, T., Waterson, P., & Clegg, C. (2001). Explaining intranet use with the technology acceptance model. Journal of Information Technology, 16, 237-249.

Hsieh, J. J. P., & Wang, W. (2007). Explaining employees' extended use of complex information systems. European Journal of Information Systems, 16, 216-227.

Jassim R. K., & Jaber, G. (1998). Competitive advantage through the employees. Research paper, University of Auckland New Zealand.

Joshi, K. (1990). The Role of Systems Designers in Organizations. Omega: The international journal of Management Science, 18(5), 463-472.

Kim, Y. J., Chun, J.U., & Song, J. (2009). Investigating the role of attitude in technology acceptance from an attitude strength perspective. International Journal of Information Management, 29, 67-77.

Klaus, T., Gyires, T., & Wen, H. J. (2003). The use of web-based information systems for non-work activities: An empirical study. Human Systems Management, 22(3), 105-114.

Kleijnen, M., Wetzels, M., & de Ruyter, K. (2004). Consumer acceptance of wireless finance. Journal of Financial Services Marketing,8(3), 206-217.

Lederer, A.L., Maupin, D.J., Sena, M.P. & Zhuang, Y. (2000). The technology acceptance model and the World Wide Web. Decision Support Systems. 29(3), 269-82.

Lings, I.N., & Greenley, G.E. (2001). The development and validation of a measure of internal market orientation. 1-32, available at: www.abs.aston.ac.uk/

Lymperppoulos.C., & Chaniotakis,L.E. (2005) Factors affecting acceptance of the internet as a marketing-intelligence tool among employees of Greek bank branches, International journal of bank marketing, 23(6), 484-505

Malhotra, N., & Mukherjee, A. (2004). The relative influence of organizational commitment and job satisfaction on service quality of customer-contact employees in banking call centres. Journal of Services Marketing,18(3),162-74.

Mathieu, J.E., Tannenbaum, S.I., & Salas, E. (1992). Influences of individual and situational characteristics on measure of training effectiveness. Academy of Management Journal, 35 (4), 828-847.

Moon, J.W. and Kim, Y.G. (2001). Extending the TAM for a world wide web context. Information & Management,38(2), 217-30.

O'Cass, A. and Fenech, (2003). Web retailing adoption: exploring the nature of internet users' web retailing behaviour. Journal of Retailing and consumer Services, 10(1), 81-94.

Pavlou, P.A. (2003). Consumer acceptance of electronic commerce: integrating trust and risk in the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-34.

Pfeffer, J. (1994). Competitive Advantage Through People. Harvard: HBS press.

Pfeffer, J., & Leblebici, H. (1977). Information technology and organizational structure. Pacific Sociological Review, 20(2), 241–261.

Pikkarainen, T., Pikkarainen, K., Karjaluoto, H., & Pahnila, S. (2004). Consumer acceptance of online banking: an extension of the technology acceptance model. Internet Research: Electronic Networking Applications and Policy, 14(3), 224-35.

Rose, G., & D. Straub. (1998). Predicting General IT Use: Applying the TAM to the Arab World. Journal of Global Information Management, 6(3), 39-46.

Sales, S. M. (1970). Some effects of role overload and role under load. Organizational Behavior and Human Performance, 5(6), 592-608.

Singh, J. (2000). Performance productivity and quality of frontline employees in service

Snell, S. A., Pedigo, P. R., & Krawiec, G. M. (1995). Managing the impact of information technology on human resource management. In G. R. Ferris, S. D. Rosen, & D. T. Barnum (Eds.), Handbook of human resource management (159–174). Oxford: Blackwell.

Taylor, S. & Todd, P. (1995). Understanding Information Technology Usage: A test of Competing Models. Information Systems Research, 6(2), 144 – 176.

Thompson, R. & C. Rose. (1994). Information Technology Adoption and Use. Proceedings of the Administrative Sciences Association of Canada (ASAC) Annual Conference, 16-26.

Ulrich, D. (1998). A new mandate for human resources. Harvard Business Review, 76(1), 124–135

Venkatesh, V. & Davis, F.D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science. 46(2)2,186-204.

Venkatesh, V. (2000). Determinants of perceived ease of use: integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342-65.

Wang, Y.S., Wang, Y.M., Lin, H.H., & Tang, T.I. (2003). Determinants of user acceptance of internet banking: an empirical study. International Journal of Service Industry Management, 14(5), 501-19.

Wiseman, C. (1988). Strategic Information Systems. Richard D. Irwin, Homewood, IL.

Yoon, C., & Kim, S. (2007). Convenience and TAM in a ubiquitous computing environment: The case of wireless LAN. Electronic Commerce Research and Application, 6, 102-112.


Refbacks

  • There are currently no refbacks.




Editorial Office:

Educational Research Multimedia & Publications,
S.N. 21, Plot No 24, Mirza Ghalib Road Malegaon Nasik,
Maharashtra India - 423203.
+919764558895 (whatsapp),
editor@scholarshub.net, www.scholarshub.net

Copyrights © 2010-2020 - ERM Publications, India     

This work is licensed under https://creativecommons.org/licenses/by-sa/4.0/