The Effect of Performance Expectancy, Effort Expectancy, Social influence and Ability on Customers? Acceptance of Internet banking in Sudan

oday, people increasingly need banking services. People expect more and faster services with higher quality; so
attracting new customers and retaining current ones requires an efficient and effective management at all aspects of banks
with emphasis on marketing management. Thus, the purpose of this paper is to investigate the effects of performance
expectancy, effort expectancy, social influence, and ability on behavioral intention to use internet banking services in
Sudan. Totally, 375 questionnaires were distributed to customers of banks operating in Sudan, 207 questionnaires were
collected from customers who are current internet banking users. Structural equation modeling was used to identify the
factors affecting internet banking services in Sudan. The results showed that performance expectancy, effort expectancy,
and ability had a positive and significant effect on customers’ behavioral intention to use internet banking services in
Sudan. Whereas, social influence had an insignificant effect on behavioral intention to use Knowing the factors of internet
banking services acceptance could help banking institutions to improve their services to attract more customers. As well
as, the use of internet banking services could reduce the crowd to the banks that indirectly reduce air pollution