An Integrating Framework through the Extension of the UTAUT2 Model for Online Banking: A Context from a Two-Staged Approach with PLS-SEM and Fuzzy Z-AHP

Evgjeni Xhafaj; Daniela Halidini Qendraj; Robert Kosova; Neime Gjikaj; Olion Mersinllari; Lorena Serjanaj Alikaj

doi:10.5755/j01.ee.36.2.34640

Authors

Evgjeni Xhafaj Department of Mathematics, Faculty of Mathematics and Physics Engineering, Polytechnic University of Tirana, Albania
Daniela Halidini Qendraj Department of Mathematics, Faculty of Information Technology, University “Aleksander Moisiu” Durres, Albania
Robert Kosova Department of Mathematics, Faculty of Information Technology, University “Aleksander Moisiu” Durres, Albania
Neime Gjikaj Department of Mathematics, Faculty of Information Technology, University “Aleksander Moisiu” Durres, Albania
Olion Mersinllari Credins Bank, Albania
Lorena Serjanaj Alikaj Scientific Research Centre, Faculty of Economy, University “Ismail Qemali” Vlore, Albania

DOI:

https://doi.org/10.5755/j01.ee.36.2.34640

Keywords:

Online Banking, PLS-SEM, Fuzzy Z-AHP, UTAUT2, Constructs

Abstract

This study aims to develop a conceptual model for online banking by identifying key factors influencing its acceptance and use. In light of the complexities of online banking and the challenges posed by the COVID-19 pandemic, the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model was extended with three additional constructs: customer service, perceived security, and fear of COVID-19. The proposed framework combines the UTAUT2 model with a hybrid methodology that integrates PLS-SEM and Fuzzy Z-AHP. The study first tested the model’s hypotheses using PLS-SEM, and the results were used to construct a decision matrix for Fuzzy Z-AHP analysis. Data were collected from 346 online banking customers in Albania, revealing that habit is the most influential factor in online banking adoption. This research makes significant contributions across theoretical, managerial, and methodological domains. Theoretically, it enriches the UTAUT2 model by incorporating new constructs, enhancing its applicability. From a managerial perspective, the findings highlight critical factors shaping customer decisions, offering actionable insights for practitioners. Methodologically, the study introduces a sequential multi-method research approach by integrating PLS-SEM and Fuzzy Z-AHP.

Author Biographies

Evgjeni Xhafaj, Department of Mathematics, Faculty of Mathematics and Physics Engineering, Polytechnic University of Tirana, Albania

Evgjeni Xhafaj has received her associate professor title in the field of Statistics. She has been a lecturer and a researcher at the Department of Mathematics, Faculty of Mathematics and Physics Engineering, Polytechnic University of Tirana for 15 years. Her fields of interest include multivariate statistics, operations research, R, Python, etc.

Daniela Halidini Qendraj, Department of Mathematics, Faculty of Information Technology, University “Aleksander Moisiu” Durres, Albania

Daniela Halidini Qendraj has received her associate professor title in the field of Operation Research. Daniela Halidini has been a lecturer and a researcher at the Department of Mathematics, part of the Faculty of Information Technology at the University "Aleksandër Moisiu", Durrës, for 12 years. Her fields of interest include operation research, statistics, numerical analysis, R, Python etc.

In Memoriam. This article is dedicated to the memory of Associate Professor Daniela Halidini, whose foundational contributions and academic vision laid the groundwork for this research.

Robert Kosova, Department of Mathematics, Faculty of Information Technology, University “Aleksander Moisiu” Durres, Albania

Robert Kosova has received his associate professor title in the field of Operation Research; his Ph.D. thesis was the application of statistical methods to estimate oilfield reserves in Albania. He used to work at the Oil and Gas Institute of Albania, where he had and continues to have active collaboration with his fellow oil geologists. His fields of interest include applied statistics, mathematical modeling in engineering, especially in the petroleum industry, etc.

Neime Gjikaj, Department of Mathematics, Faculty of Information Technology, University “Aleksander Moisiu” Durres, Albania

Neime Gjikaj is a lecturer and a researcher at the Department of Mathematics, with the title docent, part of the Faculty of Information Technology at the University "Aleksandër Moisiu", Durrës, for 14 years. Her fields of interest include statistics, operation research, R, Matlab, Python etc.

Olion Mersinllari, Credins Bank, Albania

Olion Mersinllari has been a specialist in Credins Bank's financial operations for 15 years. His research is focused on economic problems and their optimization.

Lorena Serjanaj Alikaj, Scientific Research Centre, Faculty of Economy, University “Ismail Qemali” Vlore, Albania

Lorena Serjanaj Alikaj is the head of the Scientific Research Centre at the University “Ismail Qemali” Vlore, Albania. She holds a Phd in Economics, an MBA in International Finance, and a B.Sc. in Business Administration. Her fields of interest are Human capital and technological change, Privatization, and Social Cost-Benefit analysis.