Abstract
E-banking is defined as the automated delivery of new and traditional banking products and services directly to customers through electronic, interactive communication channels. “Pure online” banks are characterized by the absence of physical windows and front-office personnel. Traditional banks are still integrating traditional distribution channels with online ones; the scenario is therefore still evolving over time. Despite the intrinsic potentialities, Italy is far from being a leader in the usage of innovative online instruments in the banking system and will struggle with new innovation waves.In this paper, we measure the potential effective e-banking usage. Furthermore, we investigate the behaviour of users and adopters, identifying the major causes influencing satisfaction and usage and the impact of these different causes on the intensity of utilization. The analysis is based on a panel of 495 real users, thus allowing the profiling of the Italian adopter to discover the causes of usage and outline strategies for the growth of e-banking services in Italy.
Highlights
The financial and economic crisis, which began in 2008, permeating throughout the production and service sectors, influencing business performances (e.g. [1,2]), pushed companies to develop new and innovative customer‐oriented services in order to maintain competitiveness against competitors
We explore and integrate the advantages of online banking to develop a predictor named “satisfaction” to explain and predict customer intention to adopt online banking
Starting from a recent paper dealing with the role of intrinsic motivation in Portuguese Internet banking [46,47], we focus our interest on the satisfaction levels modelled both as constituent elements of the service and elements related to behavioural elements [48,49,50]
Summary
The financial and economic crisis, which began in 2008, permeating throughout the production and service sectors, influencing business performances (e.g. [1,2]), pushed companies to develop new and innovative customer‐oriented services in order to maintain competitiveness against competitors. In this paper we analyse the available pure and hybrid e‐banking services in Italy and examine the role of passive and proactive users. With reference to different countries in Europe, efficiency augments the overall capacity of users to adapt to new technologies or ways of doing business by improving personal ability to draw new results from traditional channels [3,4,5,6,7]. Even though e‐banking is a predominantly goal‐directed service, the computer‐ mediated channel provides wider possibilities for hedonic perceptions and behaviours [8,9]. The interactive nature of online channels opens new possibilities for exploratory behaviour, traditionally linked to intrinsic motivation [10,11,12,13,14].
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