Factors Influencing Contact Channel Selection among Customers of Maltese Core Domestic Banks

Background: The Maltese banking sector is rapidly adopting multi-channel services, combining digital platforms with traditional branches to meet diverse customer needs. However, limited research on customer channel preferences creates a gap that may lead to misaligned strategies, reduced service quality, and exclusion of less digitally literate users. Aims: This study aims to identify and analyse the key factors influencing customers’ selection of contact channels in Maltese core domestic banks, with a focus on cognitive, demographic, and affective variables. Study Design: A quantitative, deductive research design based on a post-positivist approach was adopted. Place and Duration of Study: The study was conducted in Malta among customers of core domestic banks between late 2025 and early 2026. Methodology: Data were collected through an online self-administered questionnaire distributed via social media. A total of 260 valid responses were obtained from individuals aged 18 years and above with an active bank account. The questionnaire consisted of 18 items that measured channel accessibility, query nature, technological proficiency, user experience, age, and gender. Data were analysed using SPSS (version 29). As normality assumptions were violated, non-parametric tests, including Spearman correlation and Chi-Square tests, were employed to examine relationships between variables. Results: Findings indicate that all six independent variables significantly influence contact channel selection (p < 0.05). Online banking was the most preferred channel (mean = 4.44), followed by call centres (mean = 3.49), chatbots (mean = 2.77), and branches (mean = 2.53). Technological proficiency showed a strong positive correlation with online banking usage (ρ = 0.390, p < 0.001). Age was negatively correlated with digital channel usage (ρ = -0.255, p < 0.001), indicating higher adoption among younger users. Gender was significant only for call centres (p < 0.001), with males more likely to use them. Channel accessibility and user experience also demonstrated significant positive relationships with channel choice. Social Implication: The findings highlight the risk of digital exclusion among less technologically proficient and older banking customers, emphasising the need for inclusive strategies that ensure equitable access to financial services. Additionally, promoting digital literacy and maintaining hybrid service models can enhance financial inclusion and improve overall customer well-being within the Maltese banking sector. Conclusion: The study confirms that customer channel selection is shaped by a combination of accessibility, user characteristics, and prior experiences. Banks should adopt hybrid service strategies, enhance digital platforms, and promote digital literacy to improve customer engagement and service efficiency.