Towards understanding attitudes of consumers who use internet banking services
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Rhett H. Walker is Professor of Business — Regional Development, at La Trobe University. His PhD was conferred by the University of Melbourne. His research interests include customer service and the nature of service mindedness, and the marketing and management of services. His research papers have been presented at a variety of academic conferences nationally and internationally, and his work has been published in the European Journal of Marketing, the Journal of Marketing Management, The International Journal of Service Industry Management, and Advances in International Marketing. He is also the co-author of three textbooks, one of which, ‘Services Marketing’, is the leading text in its field in Australasia.
Lester W. Johnson is a professor of marketing at Melbourne Business School, Australia. His research focuses on customer satisfaction and consumer behaviour in services. He has published in the Journal of the Academy of Marketing Science, Academy of Marketing Science Review, Journal of Retailing and Journal of Services Marketing, among many others.
Abstract Increasingly technology is being employed to replace or substantially diminish personal interaction in service provision. Research is beginning to shed light on the impact of this phenomenon on service provision and the behavioural response of customers. More, however, remains to be done by way of investigating and establishing the extent to which this means of service provision is effective in maintaining mutually beneficial customer–service provider relationships. This paper explains and discusses findings of a study undertaken for the purpose of illuminating reasons for using internet banking services, and establishing whether or not regular use of these services necessarily implies loyal patronage and that the customer has a sense of relationship with the service provider. Significantly, it was found that regular use does not necessarily imply willing or satisfied use, or that the customer has a sense of relationship with the service provider. Managerial implications of the findings are also considered. Keywords
Service, technology, internet banking
INTRODUCTION
Lester W. Johnson Melbourne Business School, 200 Leicester Street, Carlton, VIC 3053, Australia. Tel: +61 3 9349 8278; Fax: +61 3 9349 8414; e-mail: [email protected]
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Increasingly, a combination of computer, telecommunications and internet technology is being employed to substitute for personal interaction in delivering a variety of services including the provision of banking, bill-paying and other financial services. In employing technology in this way it is claimed that customers are provided with greater convenience, potential time saving and faster response.
Journal of Financial Services Marketing
Vol. 10, 1 84–94
It has been correspondingly argued that this same technology holds the potential to facilitate and enhance management of the customer–service provider relationship.1–4 This phenomenon has prompted a number of research studies aimed at analysing and illuminating the potential i
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