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Towards a Model of Adoption in Internet Banking: Strategic Communication Challenges

Durkin, Mark and O'Donnell, Aodheen (2005) Towards a Model of Adoption in Internet Banking: Strategic Communication Challenges. The Services Industries Journal, 25 (7). pp. 862-878. [Journal article]

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DOI: 10.1080/13629390500134134


It has been established that increasing the role of technology in a service organisation can serve to reduce costs and often improve service reliability. It remains the case however that there is an important role for personalised relationships in the delivery of any service proposition. Throughout this paper both of these perspectives will be discussed and an attempt will be made to reconcile these apparently opposing views. The key managerial challenge exists in establishing an appropriate balance between remote and personal interactions where both customer and provider needs are met. Quantitative findings derived from over 2,000 retail bank customers categorised as high net worth and low net worth indicates that while all see Internet banking as important irrespective of their relationship status, neither group surveyed shows a desire to replace face-to-face interaction with e-banking solutions. The strategic and communications challenges in managing this paradox are discussed.

Item Type:Journal article
Keywords:Internet banking, communications, migration, remote interactions, strategy
Faculties and Schools:Faculty of Social Sciences > School of Communication
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:5104
Deposited By: Dr Aodheen McCartan
Deposited On:04 Jan 2010 13:10
Last Modified:09 May 2016 10:50

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