Success factors in e-channels: the Malaysian banking scenario

Authors: Hway-Boon O.; Yu C.M.

Source: The International Journal of Bank Marketing, Volume 21, Numbers 6-7, 2003 , pp. 369-377(9)

Publisher: Emerald Group Publishing Limited

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Abstract:

One of the most significant implications of technological advances in the banking sector is the possibility of delivering banking services through electronic channels (e-channels). E-channels provide alternatives for faster delivery of banking services to a wider scope of customers. Nowadays, e-channels have gained increasing popularity in delivering banking services. However, prior to the implementation of e-channels, several factors and investment costs must be identified to ensure a more cost effective and efficient execution of e-channel services. A survey is thus conducted to determine factors that are essential for the successful implementation of e-channels by domestic commercial banks in Malaysia. Data were collected from primary sources and were analysed via frequency analysis and factor analysis. The results of the survey suggested that banks' operation management is the main factor affecting the success of ATMs, PC and branch banking, while product innovation and knowledge development factors are found to have the most significant effect on the success of banking kiosks and phone banking respectively.

Keywords: Electronic Commerce; Malaysia; Distribution Channels; Commercial Banks

Document Type: Research article

DOI: http://dx.doi.org/10.1108/02652320310498519

Publication date: 2003-10-29