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

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.