DETERMINANTS IMPACTING CONSUMERS' ACCEPTANCE OF ONLINE PAYMENT PLATFORMS

Abstract

In the highly competitive landscape of the banking industry, understanding customer decision factors is crucial. Banks employ various marketing strategies to attract and retain customers, emphasizing their commitment to customer satisfaction. Today, the advancement of banking services heavily relies on information technology, offering a wide array of conveniences and facilities to customers. To remain competitive, banks must swiftly implement information technology systems for their operations and ensure that these systems are user-friendly. Online banking is one of the banking services empowered by information technology, enabling online payments and transactions using credit cards, debit cards, and online money transfers. The efficiency and effectiveness of online payment systems are paramount, as they can significantly reduce risks and enhance the overall customer experience. This paper explores the significance of providing a robust online payment system as part of banking services. Such systems offer numerous advantages and convenience for both customers and banking institutions when compared to conventional financial transaction methods. By prioritizing the development and improvement of online payment systems, banks can better meet the evolving needs of their customers in an increasingly digital financial landscape