search query: @author Lockett, A. / total: 8
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| Author: | Lockett, A. Littler, D. |
| Title: | The adoption of direct banking services |
| Journal: | Journal of Marketing Management
1997 : NOV, VOL. 13:8, p. 791-812 |
| Index terms: | BANKING SERVICE MARKETING |
| Language: | eng |
| Abstract: | The adoption of new products and services is of increasing importance to many industries. This is especially so for those organizations that are marketing technological innovations. In this paper a model of the perceived innovation attributes and the personal characteristics of adopters and non-adopters was developed based on literature and consumer research. These are then tested using a questionnaire concerned with the UK market for direct banking services. |
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