Customer Perceived Value of Internet Banking in Australian Context: A Conceptual Model Development

One of the basic elements of the marketing theory is the concept of customer perceived value (CPV) and is often regarded as essential for the success of any business. The concept of CPV has been a growing interest among both marketing academics and practitioners in the marketing literature. Though CPV plays a pivotal role within the exchange concepts of marketing, only a few articles have studied perceived value as a focal construct as wide variation prevails in linking the concept to other constructs. The aim of the present paper is to find how customers’ perceive the value of internet banking when integrated as an offering in multichannel environment and its impact on their continued usage intentions across the post-purchase stage of the decision making process. Therefore, the present paper develops a conceptual model that links CPV and its antecedents specific to the Australian context.