Development and validation of a multivendor ATM adoption model in India

Purpose: The purpose of this paper is twofold: first, to find out the adoption level of multivendor ATM technology among customers and second, to develop and validate a model to explain the multivendor ATM usage in India. Design/methodology/approach: First, a conceptual model on adoption of multivendor ATM technology was developed by referring relevant literature. Scale items for each construct of the model were culled from relevant literature sources. A pilot survey was conducted to validate the constructs. The survey was conducted online using Surveymonkey that garnered response from 136 respondents. The pilot survey data were analyzed to find the reliability and validity of the scales, based on which few items were dropped to improve the construct’s validity. The revised instrument was used to conduct the final survey, which was closed after collection of 543 responses. On screening for completeness, and normality test, 372 responses were retained for data analysis. Findings: The major findings from analysis of the screened 372 responses were: awareness emerged as a significant factor influencing usage behavior and other perceptual factors; perception of personalized features influenced the attitude as well as usage behavior of the customers; personal control dimensions such as outcome desirability and controllability influenced both perceptual variables and usage behavior; and no relationship was found among attitude, intention and usage behavior, which contradicted findings of some studies in this area, thus creating the ground to understand multivendor ATM usage behavior. The findings have been discussed further. Practical implications: The findings of the study can be useful for banks and suppliers in understanding the adoption of their ATM technology by their customers that would help them initiate activities to enhance the adoption of the technology and increase their customer base. The findings will also encourage suppliers and banks to add more personalized features in this technology. Originality/value: Multivendor technology is at its nascent stage in India and this study is the first of its kind. The model developed here is an extension of technology acceptance model (TAM) with the introduction of some new variables such as perception of personalized features and personal control. This study also reveals that some of the hypotheses of original TAM model may not fit in the context of the technology where usage behavior is habitual and lifestyle oriented.