EXPLORING E-BANKING SERVICES: A COMPREHENSIVE ANALYSIS

Abstract

The increasing adoption of online banking has reshaped financial services, particularly in the wake of globalization and the COVID-19 pandemic. E-banking provides a cost-effective, secure, and convenient way to conduct financial transactions, yet challenges related to technology adaptation, digital literacy, and trust continue to hinder its widespread acceptance (Asongu & Odhiambo, 2019). This study examines the key determinants of online banking adoption in Albania, analyzing the impact of factors such as education, income, trust, and technological familiarity. Using an analytical approach, the study employs primary data collected through a structured survey of individuals aged 18 to 70. Through correlation and regression analysis, the findings reveal that the frequency of banking service usage is positively correlated with online banking activation, though security concerns and limited digital literacy remain barriers. The results emphasize the need for financial institutions to enhance trust, improve digital literacy initiatives, and strengthen security protocols to boost online banking adoption (Ridwan et al., 2025). This research contributes to the existing literature by providing empirical evidence on e-banking adoption patterns in developing economies and offers strategic recommendations for banks to improve service delivery. The study’s findings have practical implications for policymakers, financial institutions, and technology developers aiming to expand digital financial inclusion.