haku: @indexterm RETAIL BANKING / yhteensä: 33
viite: 3 / 33
| Tekijä: | Durkin, M. (et al.) |
| Otsikko: | On e-banking adoption: from banker perception to customer reality |
| Lehti: | Journal of Strategic Marketing
2007 : MAY-JUL, VOL. 15:2-3, p. 237-252 |
| Asiasana: | customers internet marketing strategy retail banking |
| Kieli: | eng |
| Tiivistelmä: | This study uses a quantitative methodology and investigates customer communication preferences when interacting with their bank, with a particular focus on internet banking registration. The customer satisfaction questionnaire was adressed to over 2000 retail customers. With regression analysis the key predictors that indicate wether or not customer will register as internet banking users were identified. Then 25 senior branch bank managers were 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 article discusses the similarities and differences between the two sets of findings and also the managerial implications for the case bank's marketing strategy. |
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