Digital Banking Distribution, Traditional Banking, and Consumer Behavior: A Perspective of Theory of Planned Behavior

Purpose – The purpose of this paper is to evaluate the relationships between digital banking distribution, traditional banking, and consumer behavior from the perspective of the Theory of Planned Behavior (TPB) in the rural banking sector in Ghana. The study assesses service usefulness, convenience, safety, and employee-customer relationships concerning consumer behavior.

Design/methodology/approach – A quantitative study was conducted with customers of the selected rural banks within the Eastern and Ashanti region of Ghana, using a convenient sampling technique to collect data via questionnaires distributed on WhatsApp platforms. Data was analyzed using SPSS v27 and SMART-PLS 3 to test the hypotheses.

Findings – The results indicate that the convenience of banking services, employee-customer relationships, and service-related safety have significant positive effects on consumer behavior. However, the usefulness of service utilization did not show a significant relationship with consumer behavior.

Practical implications – Rural Banks in Ghana should focus on enhancing the convenience and safety of their services, as well as strengthening employee-customer relationships to improve consumer behavior and promote digital banking adoption.

Originality/value – This study examies the interplay between digital and traditional banking in a rural context, specifically in Ghana, using the TPB framework. It provides insights for policymakers, banking practitioners, and researchers interested in promoting financial inclusion and enhancing the adoption of digital banking services in rural communities.