Author(s): Dorra Sahnoun
With the development of the Internet Banking, banks can go through original channels giving them quick access to ideas or innovations. Assuming that the customer is in an open and interactive environment he/she is no longer a simple passive receiver of the banking service, but an active participant in its improvement in terms of its expectations and needs. The main objective of this article is to promote a better understanding of the role of interactivity in the success of the open innovation process in the banking sector. The conceptual model was tested in an empirical study of 96 Internet Banking users in Tunisia. The research results show that the Interactivity of Internet Banking positively and significantly influence the user customer satisfaction and commitment to his bank. Regarding the mediation effects, the results show that only the perceived security and the perceived ease of use of Internet Banking strengthen the link between interactivity and customer satisfaction.