6. Advancing Task-Technology Fit Theory: A formative measurement approach to determining task-channel fit for electronic banking channels

Since the advent of contingency theory in organisational research, the notion of ‘fit’ has continuously grown in importance. The fit concept is evident in a variety of theories in information systems (IS) research as well. In particular, task-technology fit (TTF) theory is recognised as an important development in IS theory. The incorporation of fit constructs into IS models has led to a need to develop reliable and valid methods for measuring fit. In this chapter, we extend TTF theory by proposing and developing a model and measurement approach for task-channel fit (a variation on the TTF concept, concerned with electronic banking channels). We thoroughly test our conceptualisation of fit using a series of focus group discussions. Following a parallel-instruments approach, we develop and test a survey instrument for assessing task-channel fit, wherein TCF is modelled as a formative measure. Data gathered from 280 respondents are used to rigorously test the measurement model. Analysis of the data supports the overall soundness of the proposed deviation-score measurement approach. Opportunities for applying this approach in future research are discussed.