Sanja Marinkovic, Sanja Marinkovic, Sanja Marinkovic, Sanja Marinkovic,

Vesna Tornajnski, Verica Mihajlovic Vesna Tornajnski, Verica Mihajlovic Vesna Tornajnski, Verica Mihajlovic Vesna Tornajnski, Verica Mihajlovic

� Adoption of new technology is quite significant topic since technology

innovations are in many cases vital for developing sustainable businesses

models.

� Banking sector, as a part of financial service industry, is particularly

interesting for this field of study because of its radical transformation

through a number of developments in technology, markets, customers and

regulations.

• Banking industry has been a conservative industry, very resistant to

change.

• Today, the success of a bank is determined by its ability to deliver

innovative products and services, and to provide remote access in a

technologically advanced way that satisfies the changing needs of the

customer.

� Electronic banking is automated delivery of both new and traditional

banking products and services directly to customers through electronic,

interactive channels of communication (Kondabagil, 2007).

� Banks offer their financial services to customers through the following

electronic channels (Adapa, 2011; Hoehle & Huff, 2009):

� 1. ATM

� 2. Telephone Banking

� 3. Home Banking

� 4. Internet Banking

� 5. Mobile Banking

• Choice and Convenience for Customers

• Cost Reduction

• Organizational Efficiency

• Access to the Internet

• Consumer behavior

• Security issues

• Encription

� Data provided by The Payment System Department of NBS for 2011-2014 show that the adopting e-banking services is slow and that there is large space available for increase in the number of users of e-banking services in the number of users of e-banking services in Serbia.

� In which way could the adoption of electronic banking be increased?

� Which determinants are crucial for further adoption of electronic banking?

� Normative technology forecasting method: PATTERN

� Exploratory methodsExploratory methodsExploratory methodsExploratory methods

◦ This approach starts from past and present conditions and moves toward future, taking into account and weighing all possibilities

� Normative methodsNormative methodsNormative methodsNormative methods� Normative methodsNormative methodsNormative methodsNormative methods

◦ Starts from the future with formulation of future goals and tasks and then goes back to present in order to identify and evaluate technology alternatives for achievement of predefined goals.

� PATTERN (Planning Assistance Through Technical

Evaluations of Relevance Numbers) is a goal-oriented

quantitative normative forecasting method.

� Steps in implementation of PATTERN procedure are as

follows:

1. Verbal problem (scenario) formulation

2. Relevance tree formulation

3. Criteria definition

4. Relevance numbers determination

5. Data processing and final results

• IIIImprovement of service qualitymprovement of service qualitymprovement of service qualitymprovement of service quality

• IIIImprovement of security and trust mprovement of security and trust mprovement of security and trust mprovement of security and trust

• EEEEfficiency improvementfficiency improvementfficiency improvementfficiency improvement

Criteria α β … X … V

Weights Wα Wβ … WX … WV

Goals Contribution marks of goals to criteria – Element weights

A SAα SA

β … SAX … SA

V

B SBα SB

β … SBX … SB

VB SB SB … SB … SB

C SCα SC

β … SCX … SC

V

… … … … … … …

j SJα SJ

β … SJX … SJ

V

… … … … … … …

N SNα SN

β … SNX … SN

V

� Twenty-two (22) experts from ten (10) banks in Serbia took part in this

research. Eight (8) managers and fourteen (14) specialists employed in

various departments comprised the group of experts which took part in the

research study.

Criteria service quality security and trust process efficiency

Weights 0.3261 0.413 0.2609

Goals Contribution marks of goals to criteria – Element weights

E New solutions 0.2634 0.1385 0.2639

F Infrastructure 0.1648 0.1104 0.192

G Benefits of e-banking 0.3142 0.2165 0.1224

H Security of operations 0.1189 0.2056 0.0985

I E-transactions 0.1648 0.145 0.1812

J Cyber crime 0.1539 0.184 0.142

Total 1 1 1

r3E= 0.212; r3

F= 0.1494; r3G=0.1651; r3

H= 0.1494; r3I= 0.1609; r3

J=0.1632

r3E>r3

G>r3J>r3

I>r3F>r3

H

Priority at third level

E – G – J – I – F – H

Criteria service quality security and trust process efficiency

Weights 0.3152 0.4196 0.2652

Goals Contribution marks of goals to criteria – Element weights

B ICT advancement 0.4537 0.2739 0.458

C Education of users 0.2688 0.4587 0.221

D Legal framework 0.2775 0.2674 0.321D Legal framework 0.2775 0.2674 0.321

Total 1 1 1

r2B= 0.3794; r2

C= 0.3358; r2D=0.2848

r2B>r2

C>r2D

Priority at second level

B – C – D

Cumulative Matrix

LEVEL 2 r2 LEVEL 3 r3 R

B ICT advancement 0.3794 E New solutions 0.212 0.0804

B ICT advancement 0.3794 F Infrastructure 0.1494 0.0567

C Education of users 0.3358 G Benefits 0.1651 0.0554C Education of users 0.3358 G Benefits 0.1651 0.0554

C Education of users 0.3358 H Security 0.1494 0.0502

D Legal framework 0.2848 I E-transactions 0.1609 0.0458

D Legal framework 0.2848 J Cyber crime 0.1632 0.0465

Priority in Cumulative Matrix

RE>RF>RG>RH>RJ>RI

E – F – G – H –J – I

� The results show that the highest priority in adoption of e-banking, should be given to ICT advancement by introduction of new enhanced solutions, followed by improvements of infrastructure.improvements of infrastructure.