Key influencers and inhibitors on adoption of the Internet for banking

  • Durkin M
  • Jennings D
  • Mulholland G
 et al. 
  • 70


    Mendeley users who have this article in their library.
  • 46


    Citations of this article.


The focus on new technologies in service situations is growing and is of particular importance in financial services contexts. It is argued that there is mutuality of benefit for both bank and customer through the adoption of self-service technologies (SSTs), of which e-banking is but one example. While the economic imperative for banks' adoption of e-banking solutions is clear, the value proposition for the customer can be less evident. It is proposed that the value proposition on offer through e-banking could be better conveyed to customers were banks to have a greater understanding of the appropriateness of the on-line medium for products as they varied according to complexity level. This paper reports on a study which examined customer-stated propensity to purchase financial products on-line at varying levels of complexity. Findings underline the importance for banks to achieve a customer-oriented balance between face-to-face relationship-managed activity and online enablement and to understand now this balance varies according to customer and complexity of product. Strategic marketing implications for the case bank are discussed. © 2007 Elsevier Ltd. All rights reserved.

Author-supplied keywords

  • Customer adoption
  • Internet banking
  • Product complexity
  • Retail banking
  • Self-service technology

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document


  • Mark Durkin

  • Deirdre Jennings

  • Gwyneth Mulholland

  • Stephen Worthington

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free