On E-Banking Adoption: From Banker Perception To Customer Reality

Mark Durkin, Aodheen O'Donnell, Gwyneth Mulholland

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)


It has been established that increasing the role of technology in a service organisation can serve to reduce costs and often improve service reliability. For this reason and as the Internet becomes yet more pervasive in retail banking the importance of understanding influences on customer adoption behaviour for e-banking is increasingly important. This study adopts a quantitative methodology and examines customer communication preferences when interacting with their bank, with a particular focus on Internet banking registration. The customer satisfaction questionnaire was issued to over 2,000 retail customers. Through regression analysis the key predictors that indicate whether or not customers will register as Internet banking users were identified. Twenty-five senior branch bank managers were then asked to rank the same set of issues to ascertain what they felt to be the key influencers to customer registration for Internet banking. The similarities and differences between the two sets of findings are identified and the managerial implications for the case bank’s marketing strategy discussed.
Original languageEnglish
Pages (from-to)237-252
JournalThe Journal of Strategic Marketing
Issue number2
Publication statusPublished - 2007


  • retail banking
  • marketing strategy
  • Internet
  • customer adoption
  • e-banking


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