The Internet and Services Marketing - Danish Bankers' perception and expectations
AbstractSome analysts believe that the Internet will rapidly and fundamentally change the delivery channels, the company-consumer interactions, and the competition in many service industries. Retail banking is one of these service industries. Others believe that this development will be slow and that traditional bank branches and face-to-face communication continue to be the most important factors in retail banking. This paper examines various aspects of the motives, perceptions and expectations connected with the introduction of internet banking in Danish retail banking. Responses from 60 key managers in the largest retail banks in Denmark show that they believe that internet banking will become more important in the future, whereas all other distribution channels are predicted to become less important. The paper further describes the relationship between the perceptions of and expectations towards internet banking, the reasons for offering an internet bank and the way it has been organized in the banks.
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Bibliographic InfoPaper provided by School of Economics and Management, University of Aarhus in its series Management Working Papers with number 1999-6.
Length: 30 pages
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Web page: http://www.econ.au.dk/afv/
Internet banking; Denmark; motives; perceptions; expectations; organization;
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