Research Approach

According to methodology’s literature that researchers can be controlled by two approaches:

deduction and induction. They should decide which of these two approaches is appropriate.

The decision of what approach/s might be appropriate for the current research is controlled by the types of philosophy decided in section 5.2. Before adoption for the current study, this section will review the research approaches accordingly.

According to Saunders et al. (2003), a deductive approach involves the development of a theory. They provide several significant characteristics of the deductive approach, such as different causal relationships between variables can be explained and hypotheses can be developed and tested. Different controls can be set to allow the testing of hypotheses and prevent them from any external influences. The concept and the factors under investigation can be operationalized and measured quantitatively. Finally, selecting samples of sufficient numerical size can be done and the findings can be generalized.

Creswell (1994) provided a number of critical and practical criteria that can help researchers to choose the appropriate methods. When a subject has a wealth of literature and information that can help researchers to define a theoretical framework and hypothesis, the deductive approach should be chosen and applied. On the other hand, when a topic is new and little existing literature can be found with much debate stated, then the inductive approach may be appropriate. The second criteria can be the time available for researchers. They can conduct deductive research faster than inductive research. In addition, it can be easy in deductive research to predict the time schedules accurately, while inductive research may take a long time and the ideas often need to emerge gradually. In terms of the risks associated with both approaches, deductive approach can be low-risk, but with inductive research, serious risks can be accrued if no useful data and theory emerge. Gilbert (2008) stated that in constructing theories, researchers should differentiate between induction and deduction. Once a theory was formulated and be able to explain a particular observation, then the deduction approach can be followed to explain the observation under investigation.

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Based on Easterby-Smith et al. (2002) and Creswell (1994), deductive research is chosen in the current research because the research under investigation is a wealth of literature enabling the ability to define a clear framework and hypothesis correctly.

Because the current study will be carried out across cultures, some cross-culture approaches should be illustrated. Emic and Etic are two cross-culture approaches that should be considered (Berry, 1969, Brislin et al., 1973). These approaches were also addressed by (Lee and Green, 1991). According to Brislin et al. (1973, p. 164), Berry (1969) characterizes Emic and Etic as follow:

Table 5. 2: Cross-culture Approaches

Emic approach Etic approach

Studies behaviour from within the system Studies behaviour from a position outside the system Examines only one culture Examines many cultures, comparing them

Structure discovered by the analyst Structure created by the analyst

Criteria are relative to internal characteristics Criteria are considered absolute or universal Source: Brislin et al. (1973, p. 164)

According to the Emic approach, the instrument in one culture to member of another culture, while Etic incorporates aspects of many cultures into a general hypothesis or theory (Brislin et al., 1973). Emic and Etic approaches were criticized and it was recommended to combined both approaches (Triandis et al., 1971) so that Etic concepts can be used across cultures and the comparisons can be made, while the Emic approach should be applied to the operationalisation of these Etic concepts. In terms of the current study, both approaches will be considered important because the Etic concepts were developed originally in western culture (the UK) and will be applied in the current study in the eastern culture (KSA). In order to operational the Etic concept, the Emic approach will be applied because the instrument that originally developed in western culture will be also applied to examine customers’ behaviour in another culture (KSA in the current case). In summary, both approaches (Etic and Emic) cannot be ignored in the current study. The combination of both approaches has been done in previous literature such as (Lee and Green, 1991).

187 5.4 The Current Study’s Design

Internet banking acceptance is the current context in this study and investigating factors affecting customers’ loyalty and how they perceived Internet banking were the important aim. The proposed model (chapter four) is a combination of very well-known theories and models, such as TRA (Fishbein and Ajzen, 1975, Ajzen and Fishbein, 1980) and TAM (Davis, 1989, Davis et al., 1989). The current study followed Hypothetico-deductive research approach. A deductive approach can help for researchers to control and manage the research time. The time for conducting the study and collecting and analyzing the data is limited. As was stated by Easterby-Smith et al. (2002), the deductive approach can be achieved quicker than the inductive approach, and the time schedules can be predicted more accurately. This approach can help the researcher to predict how much time the study can take compared with the time available. In addition, this approach has low risks so that it encourages researchers. It was stated that the deductive approach is less risky than the inductive one. In the current study, the phenomenon of the context was established and most of the constructs that were identified in the conceptual model were examined. In addition, the current research developed the conceptual model and integrated different constructs in order to examine Internet banking users’ behaviours across different cultures, and whether this phenomenon can be generalized across cultures. Accordingly, the most appropriate philosophy paradigm is positivism.

For the current research, step by step process have been developed and followed for the current research design. Research design helps to identify and draw the research boundaries such as defining the study setting, type of investigation that needs to be carried out, the unit of analysis and other related issues. In order to identify these steps, the current study design is based on the hypothetico-deductive approach. According to David and Sutton (2011), the approach starts from a literature review, developing conceptual framework, formulating hypotheses, constructs operationalisation, data collection and analysis and hypotheses rejection or acceptance. Sekaran (2006) hypothetico-deductive starts from a literature review, theoretical framework, formulating hypotheses and making logical deduction from the results of the study.

Accordingly, the current study starts with extensive literature review that may help the researcher to understand and have an awareness of the research domain. After understanding the existing literature, theoretical needs and gap/s is identified. According to the theoretical gap, a conceptual model was developed to represent the intended empirical research. The

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conceptual model consists of several factors that validated in the existing literature. These factors must be operationalized and be valid for the current study’s context so that their measurement models are identified based on the existing literature and the pilot study with experts and academics is carried out for the factors’ validation. After the operationalized stage, the main field work is carried out. The data will be gathered and analysed. Based on the data results, the discussion stage will be followed. The data will be discussed based on the literature review and the conceptual model and the hypotheses can be confirmed and supported or rejected. The final stage is to conclude the study by highlighting the research finding, theoretical contributions, limitations and further studies. The following figure shows the current research design:

189 Figure 5. 2: Current Research Design

Phase 5

The Results Discussion:

- Linked to the previous literature in Chapters Three and Four.

- Provide results’ justifications.

Phase 1

Literature Review:

- To identify the research theoretical gaps.

- To identify the research’s factors.

190 5.5 Research Strategy

Researchers should identify the strategy that they are going to adopt for conducting the research. Saunders et al. (2003) emphasized that the research strategy is a general plan showing how researchers are going to answer the research questions. The research strategy cannot identify research questions, but it can identify research objectives that arise from the questions. In addition, it can identify how and from where researchers are going to collect the data so that they will be able to assess how difficult it will be to access the data and how much it can cost. In addition it can identify the ethical issues of which they should be aware.

Different research strategies that researchers should choose from include experiment, survey, case study, grounded theory, ethnography, action research, cross-sectional and longitudinal studies, exploratory, descriptive and explanatory studies (Saunders et al., 2003).

It is decided in the current research to take survey as a strategy for a number of reasons.

According to Saunders et al. (2003), the survey strategy is associated with the deductive approach. For this reason, the current research chooses the survey strategy. In addition, it is common in business and management studies, and a large amount of data from a sizeable population can be collected. Verschuren and Doorewaard (1999) stated that finding out what a selected group of individuals’ think and feels are examples of the survey’s aim.

Accordingly, the current research aims to examine Internet banking users’ behaviours in terms of their trust, privacy, security, banks’ reputation and communication perceptions, in addition to examining how subjective norm and self-efficacy influence their perceptions of the usefulness and ease of use of Internet banking. The study also attempts to examine the users’ behavioural intention and their attitudes towards Internet banking, in addition to how their behavioural intention will influence their loyalty towards Internet banking. The survey strategy seems more applicable for investigating these issues and relationships. The questionnaire can be used for data collection because it is easy of be understood and can be used for comparison (Saunders et al., 2003). The research process can be controlled by using this strategy.