Customer Perceptions of Awareness and Security of E-banking Usage
Customer Perceptions of Awareness and Security of E-banking Usage

Author(s): Llesh Lleshaj, Besiana Lika
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Albania’s banking system; e-Banking usage; Safety perception; Customer awareness
Summary/Abstract: E-banking has emerged as a pillar of modern financial systems, offering consumers worldwide remarkable convenience, accessibility, and efficiency. This study investigates the crucial nexus between e-banking adoption and perceptions of safety within Albania’s banking system. Based on a survey of 400 customers, our study highlights the importance of safety perception in driving e-banking adoption. We found that independent variables, such as personal income level, customer awareness of e-banking, perception of ease of use, and perception of safety, significantly correlate with e-banking usage. This underscores the crucial role of safety perception in influencing adoption rates. In addition, individuals with a strong sense of safety are more likely to use e-banking. Albania’s banking sector is advised to enhance safety perceptions by implementing strong cybersecurity measures, conducting educational campaigns for users, and increasing transparency in e-banking operations. Collaborative partnerships with regulatory bodies and industry stakeholders can further strengthen safety protocols, ensuring resilience against cyber threats and fostering continued user trust and engagement.

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