tangible element of the offer is more visible and more relevant for the definition of the
service.
DISCUSSION
In this study, the objective was to expand previous research by examining explanatory
processes, by model building, and by testing the role of affective/cognitive constructs in
customers’ behavior, in a context of technology infusion in bank delivery channels. The
results of this effort will be discussed in relation to the channels and the cognitive/affective
set of variables.
Cognitive Determinants
Cognitive determinants were found to be valid predictors of consumer behavior toward
stronger adoption (in terms of usage frequency) of technology-based delivery channels,
confirming general consumer behavior theories and innovation adoption models (Fishbein
and Ajzen, 1975; Ajzen and Fishbein, 1980; Gatignon and Robertson, 1985; Davis et al.,
1989; Ajzen, 1991; Rogers, 1995).
It is concluded that perceived risk makes a significant negative contribution to explain
Internet-based usage of bank services. This would be expected when Internet shopping is
seen as the riskiest delivery channel (Donthu and Garcia, 1999; Tan, 1999; Forsythe and Shi,
2003). One might say that the perception of risk is higher due to the innovative, non-
controlled environment that this channel represents.
The model fitting results show that for all channels, perceived service quality is a
significant predictor of channel usage frequency. In particular, perceived service quality
negatively influences the debit card and the Internet-based channel usage and positively
influences telephone-based and branch usage. The expected result would be for an increase in
the perceptions of service quality leading to an increase in channel usage. This has been
shown by other researchers, investigating the consequences of service quality perceptions
over different types of behavioral intentions (LaBarbera and Mazursky, 1983; Reicheld and
Sasser, 1990; Boulding et al., 1993). However, in the model explaining debit card and
Internet-based channel usage frequency, perceived service quality, although significant, was
negatively related to usage. For the debit card channel, one possible explanation can be found
when looking at the items comprised in this factor: they refer to the employee/customer
interaction. It might be that the more a debit card user perceives quality in this personal
interaction, the less it will use the debit card network. As for the Internet-based channel, one
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