Consumer attitudes towards online banking: A new strategic marketing medium for commercial banks

Abstract

Due to recent advances and developments in electronic banking, the physical location of a bank has become less important since transactions can now be completed in cyberspace. In recent years, banks have increasingly adopted internet-based systems to transact banking operations with other businesses, private consumers, and government departments/agencies. The banking industry is continuously enhancing and augmenting services on the internet, including bill payment, electronic checking, tracking of expenditures and credit cards, monitoring transaction history, transferring money between bank accounts, investment tracking, analysing securities, etc. In this paper, consumer attitudes towards online banking are examined. The empirical study findings indicate that online bank marketing will gain importance and its use will accelerate at a faster rate in the coming years. More hybrid bank marketing as well will gain popularity across different population strata.