After investing in service quality improvement programs, firms may realize that they still face a daunting challenge: How should they persuade consumers that service has actually improved? One way of attempting to persuade consumers is to offer a service guarantee. But are guarantees credible?...

Purpose – This paper explores the relationships between consumer innovativeness, self‐efficacy on the internet, internet attitudes and online banking adoption, while controlling for personal characteristics. Design/methodology/approach – The study integrates the technology acceptance model...