Internet Banking Non-Users: Thematic Matrix Display Analysis

Abstract

This study investigates themes that impact the non-adoption of internet banking by consumers in Australia. Qualitative data from a cross-sectional mall intercept survey of 311 non-users of internet banking in the Western Sydney region revealed that non-users are hindered by factors such as security, trust, risk, value, lack of resources, social influence, technology apprehension, interactivity, preference for other channels, routine, past use, and performance of the task by their spouse. The study has important implications for formulating effective strategies for service delivery channel management by implementing effective mechanisms to protect consumers’ sensitive data through adequate control. The study also outlines important guidelines for practical solutions to reduce barriers to the adoption of internet banking, thus creating business customer value. The results provide bank executives, consultants, and academics with enhanced knowledge of the service areas they need to focus on to improve customer satisfaction, retention, and profitability in the financial services businesses.