This research reports the findings of a study concerning the acceptance of online banking in Pakistan. It investigates customer's adoption within the context of Pakistan online banking services whereby the research frame work is based on the extension of Technology Acceptance Model. The research model included factors that would influence the acceptance of online banking. The frame work dimensions includes online banking usage, quality of internet connection, perceived enjoyment, perceived usefulness, perceived ease of use and security & privacy. A survey was conducted to gather the data for study. Reliability, correlation and factor analysis were used to analyse the data. Results showed that quality of internet connection, amount of information on online banking and security and privacy has positive influence on online banking usage. Theoretical contributions and practical implications of the findings are discussed in the paper and suggestions for future research are proposed.
Purpose: Higher Education Institutes (HEIs) are shaping their operational approach in a more business oriented manner due to intensification of competition to recruit quality students. This requires adaption of various marketing communication tools to develop, sustain and improve brand image. The invent of Web 2.0 technologies have offered many such options to organizations including social media (SM) that is being now used by many (HEIs) to connect with their stakeholders especially students. The specific objective and purpose of this study is to investigate the use of SM marketing in the higher education sector in Pakistan and its perceived impact on admission of students. Methodology: It is a qualitative study based on inductive approach where in-depth interviews were conducted with the university's administrators responsible to manage the SM activities. The interviews were transcribed using NVivo to determine content type placed online by the HEIs in Pakistan, benefits accrued and their perceived impact on student admission. In addition ethnography technique was used to find the type of content on SM being placed by the Pakistani HEIs. Findings: The study illustrates that Facebook and Twitter are the most commonly used social media accounts by the Pakistani HEIs. The content placed on SM by the Pakistani HEIs include announcements, admissions, events, community messages, promotional messages, achievements, greetings, endorsements and job/internships opportunities. Through this content HEIs areable to better engage with their students, obtain necessary feedback, correct any misperceptions and help in career building. These benefits are consequently contributing directly and indirectly to the elements considered important by students for selection of HEIs as highlighted in students' preference theories(Soutar & Turner, 2000; Maringe, 2006; Mangan, Hughes, Davies, & Slack, 2010). Implications: This study will help the HEIs to understand common benefits they can accrue through their SM use and its potential in facilitating their admissions process. The study will also let the managers of SM in HEIs know of ways to optimize their usage of SM that will consequently help them better gauge the identified benefits and ultimately help in achieving desired objectives pertaining to students' recruitment.
