Authors: Lymperopoulos, Constantine; Chaniotakis, Ioannis E

Source: The International Journal of Bank Marketing, Volume 23, Number 6, 2005 , pp. 484-505(22)

Publisher: Emerald Group Publishing Limited

Abstract:

Purpose - This paper aims to identify the importance that branch employees of Greek banks attach to the internet as a tool of marketing intelligence, and the factors that affect its acceptance as such a tool. Design/methodology/approach - Using the technology-acceptance model (TAM) as a basis, a questionnaire is designed by the researchers, and completed by employees. Structural equation modelling (SEM) is used to analyse the data, and this confirms the relationships proposed by the TAM. Findings - The main findings of the study are that: branch employees of Greek banks feel that a marketing-intelligence system is a prerequisite for effectiveness in their work; although the internet is the fourth-most important source of market intelligence for branch employees of Greek banks, they require greater access to the internet to meet their market-intelligence needs; perceived usefulness and perceived ease of use of the internet directly affect bank employees' attitudes - which, in turn, affect the employees' intentions of using the internet as a marketing-intelligence tool; and education and working experience affect employees' attitudes indirectly (through perceived usefulness). Research limitations/implications - Main limitations of this study are related to the sampling method and the fact that the field research was conducted only in Athens, the capital of Greece. Originality/value - Finally, the paper suggests how banks could exploit the internet as a marketing intelligence tool for their branch employees and what actions should be planned in order to facilitate its adoption.

Keywords: Internet; Banks; Human Resource Management; Marketing Intelligence; Employee Attitudes; Greece

Document Type: Research article

DOI: http://dx.doi.org/10.1108/02652320510619602

Publication date: 2005-06-01

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