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

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


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.


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

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