Factors affecting the use of e-banking services among customers of Algerian banks: A qualitative study

This study aims to identify the factors influencing the use of e-banking services among clients of Algerian banks. To this end, a theoretical model was proposed based on the technology acceptance model (TAM) and the concept of electronic word of mouth (eWOM). To validate the variables of the proposed model in the Algerian context, we conducted a qualitative study using semi-structured interviews, which were carried out with 17 clients from various cities across Algeria, including those in the east, west, north, and south of the country. The data collected were subjected to thematic content analysis using a constructivist research approach. The results revealed significant effects of perceived usefulness, perceived ease of use, perceived trust, and electronic word-of-mouth (eWOM) on the use of e-banking services among clients of Algerian banks. The results also uncovered other variables that are expected to have a significant effect on e-banking use in Algeria, namely perceived costs and perceived service quality.