The Diffusion of Online Banking

Authors: Bradley L.; Stewart K.

Source: Journal of Marketing Management, Volume 19, Numbers 9-10, 1 November 2003 , pp. 1087-1109(23)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

The financial services environment has been subject to changes on many fronts. Technological change and the advent of the Internet are among the most dramatic and challenging areas of change for the sector. This paper looks at retail banking and its adoption of online banking, in particular the factors driving and inhibiting adoption by banks. An international Delphi study confirms the high level of importance of the Internet for retail banking. By 2011, it is expected that bank adoption of the Internet will be near universal. The key factors that are driving banks to adopt online banking are the adoption by other banks, competitive forces, consumer demand and the availability of technology. Working against adoption are banks' perceptions that the Internet does not offer enhanced ability to deal with customers as well as bank resistance to change, their existing legacy systems and the resources required to adopt.

Keywords: BANKING INDUSTRY; DIFFUSION OF INNOVATION; ON-LINE BANKING; DELPHI TECHNIQUE; MARKETING; DISTRIBUTION; FUTURE

Document Type: Research article

DOI: http://dx.doi.org/10.1362/026725703770558330

Publication date: 2003-11-01

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