Abstract
The main objective of the study is to review the research conducted about online banking, focusing on the effect of the Covid-19 pandemic on using online banking services as a marketing channel. The study used is the systematic literature review of previous studies, so that these studies included the period before and after the Covid-19 pandemic. From reviewing the online banking research, the study find that the Covid-19 pandemic had a positive impact on the online banking services market, as the pandemic resulted in social distancing laws that led to the resort to electronic services to conduct business, including banking. In addition, this study concluded that among the most important factors affecting the quality of online banking services; availability of security, privacy, ease of use, and trust was the most important from the customer's point of view. The recommendations, we need more research about online banking services, focusing on the limitations and the factors affecting them in the developing countries. Keywords: Online banking, marketing channels, pandemic, social distancing DOI: 10.7176/RJFA/12-18-01 Publication date: September 30 th 2021
Highlights
Online services have crossed the luxury barrier to become one of the necessities of daily life, this change in the perception of online services has occurred gradually for a period
We propose that the Coronavirus pandemic with the accompanying health and social laws have led to the development and expansion of the online banking services market (Baicu, Gardan, Gardan, & Epuran, 2020)
Systematic Literature Review Online services have become a need in our daily lives, especially after the outbreak of the Covid-19 pandemic, which imposed on society the laws of social distancing
Summary
Online services have crossed the luxury barrier to become one of the necessities of daily life, this change in the perception of online services has occurred gradually for a period. With the outbreak of the Covid-19 pandemic, technology has moved from luxury to necessity once It is today the engine of our daily lives, and everyone is forced to deal with online services and learn how to use them if in time have the option to ignore them. If online services are used to reduce costs, today it has become a necessity to achieve a competitive advantage in line with the needs and desires of customers (Dauda & Lee, 2015), especially in the service sector. The advantages of using online services; reducing costs, and on the other hand, the needs and desires of customers, it was shown to banks how online services increase customer retention and market share (Li, Lu, Hou, Cui, & Darbandi, 2021)
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