Factors Influencing Customers’ Adoption of Electronic Banking Services in commercial banks

This study aims to examine the key determinants influencing customers' adoption of electronic banking services in commercial banks operating in Ouargla, Algeria, as well as to assess the impact of these factors on adoption levels. To achieve the research objectives, a descriptive-analytical methodology was employed, utilizing a structured questionnaire as the primary data collection tool. A random sample of 130 customers of commercial banks in Ouargla was selected During the year 2024 , resulting in a final sample of 101 valid responses, representing 77.69% of the total distributed questionnaires. The data were analyzed using SPSS v.21, employing statistical techniques such as Cronbach’s Alpha for reliability analysis, descriptive statistics (mean and standard deviation), simple linear regression equations, and the five-point Likert scale to evaluate customer responses. The findings indicate a high level of electronic banking adoption among customers of commercial banks in Ouargla, with a mean score of 3.84, which corresponds to a high adoption level according to the study’s measurement scale (five-point Likert scale). Furthermore, the study identified several significant factors influencing electronic banking adoption. Confidentiality and security exhibited a statistically significant effect, with a p-value of 0.014, which is below the threshold of 0.05, indicating a substantial impact on customers' adoption of electronic banking services. Similarly, trust demonstrated a p-value of 0.06, confirming its notable influence on adoption levels. Additionally, perceived benefit was found to have a significant effect, with a p-value of 0.02. Conversely, other variables examined in the study, including ease of use, service cost, and speed, did not demonstrate a statistically significant impact on the adoption of electronic banking services in Ouargla. These findings underscore the importance of security, trust, and perceived benefits in fostering the adoption of digital banking services, emphasizing the need for banks to enhance these factors to promote greater customer engagement with electronic banking platforms.