THE IMPACT OF DIGITAL TRANSFORMATION AND STRATEGY IN THE BANKING SECTOR: EVIDENCE FROM PAKISTAN BANKING

Technology breakthroughs and strategic efforts are driving Pakistan's banking industry's fast digital transformation. This research focuses on perceived utility, perceived ease of use, and perceived self-efficacy in order to investigate how digital transformation and strategy affect behavioral use in the banking industry. The results show that intention to use digital banking services is strongly influenced by perceived utility, convenience of use, and self-efficacy, which in turn influences behavior utilization. The results of the mediation study demonstrate that intention to use is a key factor in determining the relationship between perceived advantages and individual capacity and behavior utilization. By better aligning their digital transformation initiatives with customer expectations, financial institutions can boost the acceptance and consumption of digital services. This study offers insights into how to achieve this.

Keywords: Perceived Usefulness, Perceived Ease of Use, Perceived Self-Efficacy, Intention to Use, Behavior Usage

Suggested Citation: Suggested Citation

Tariq, Amna and Aziz, Faiza and Fazal, Ayesha and Yousaf, Bilal and Rehman, Mehboob ur, THE IMPACT OF DIGITAL TRANSFORMATION AND STRATEGY IN THE BANKING SECTOR: EVIDENCE FROM PAKISTAN BANKING (November 03, 2024). International Journal of Emerging Technologies and Innovative Research, Volume no 11, Issue no 11, page no. a14-a27, Available at SSRN: https://ssrn.com/abstract=5256136 or http://dx.doi.org/10.2139/ssrn.5256136