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Understanding registration influences for electronic banking

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Abstract:

The growth in online or e-banking has resulted in customers interacting with their banks through remote technological channels to a greater extent. That said, there is much variation in online banking registration and adoption levels and little is understood about actual customer motivators and perceived barriers to registration for online banking services. As part of a larger study exploring the impact of the Internet on bank - customer relationships, this paper reports on key findings which shed light on such motivators and inhibitors for online banking registration. The results show that convenience (through 24-hour banking access) and reassurance about security are the most important considerations for customers in registering for e-banking within the case bank. Marketing implications for the case bank, as well as the broader industry, are discussed.

Keywords: Electronic banking; marketing; online; registration; self-service technology

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593960701368754

Affiliations: School of Marketing, Entrepreneurship and Strategy, University of Ulster, Belfast, Northern Ireland

Publication date: July 1, 2007

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