“…Notwithstanding the fact that the transaction-cost perspective was originally rooted in the inter-organisational context, since consumers, like firms, are assumed to optimise their scarce resources to derive the greatest utility (Grønhaug and Gilly, 1991; Zaltman and Wallendorf, 1983), the framework is applicable to consumer transactions as well (Cannon et al , 2014; Cannon and Schwaiger, 2005; Bergen et al , 1992). The literature shows the wide adaptation of the transaction cost approach to explain customer behaviour in many contexts, such as the choice between online buying and traditional buying (Liang and Huang, 1998; Steinfield and Whitten, 1999; Teo and Yu, 2005; Yeh and Yang, 2012), the acceptance of e-banking (Bauer et al , 2005), the choice of mutual funds (Ramasamy and Yeung, 2003), the choice of microfinance models (Karduck and Siebel, 2004; Pal, 2002; Singh and Kapoor, 2019; Tutlani, 2016), the perception of banking service quality (Dauda and Lee, 2016) and customer dissatisfaction and complaint actions (Grønhaug and Gilly, 1991). The fundamental theoretical framework underlying the adaptation of transaction cost economics theory at individual level states that consumers, like firms, will act in a way that minimises transaction costs.…”