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On E-Banking Adoption: From Banker Perception To Customer Reality

Durkin, Mark, O'Donnell, Aodheen and Mulholland, Gwyneth (2007) On E-Banking Adoption: From Banker Perception To Customer Reality. The Journal of Strategic Marketing, 15 (2). pp. 237-252. [Journal article]

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DOI: 10.1080/09652540701318815


It has been established that increasing the role of technology in a service organisation can serve to reduce costs and often improve service reliability. For this reason and as the Internet becomes yet more pervasive in retail banking the importance of understanding influences on customer adoption behaviour for e-banking is increasingly important. This study adopts a quantitative methodology and examines customer communication preferences when interacting with their bank, with a particular focus on Internet banking registration. The customer satisfaction questionnaire was issued to over 2,000 retail customers. Through regression analysis the key predictors that indicate whether or not customers will register as Internet banking users were identified. Twenty-five senior branch bank managers were then asked to rank the same set of issues to ascertain what they felt to be the key influencers to customer registration for Internet banking. The similarities and differences between the two sets of findings are identified and the managerial implications for the case bank’s marketing strategy discussed.

Item Type:Journal article
Keywords:retail banking, marketing strategy, Internet, customer adoption, e-banking
Faculties and Schools:Faculty of Computing & Engineering
Faculty of Social Sciences > School of Communication
Faculty of Computing & Engineering > School of Computing and Mathematics
Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School
Faculty of Social Sciences
Research Institutes and Groups:Institute for Research in Social Sciences > Communication
Business and Management Research Institute
Institute for Research in Social Sciences
ID Code:5058
Deposited By: Dr Aodheen McCartan
Deposited On:04 Jan 2010 13:13
Last Modified:09 May 2016 10:50

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