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Customers’ Perceptions Regarding Channel Innovation in the Retail Banking Sector: a study on Internet Banking in Romania

Author

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  • Roºu Anca Maria

    (Academy of Economic Studies, Bucharest)

Abstract

The banking industry has undergone significant operational changes over the last decade, thanks to advances in information technology. The rapid diffusion on the Internet has revolutionized the delivery channels used by the financial services industry. This article examines consumers’ perceptions of Internet Banking. A survey of bank’s customers on Internet Banking in Romania revealed that familiarity in using computer and new technology has been found to positively affect consumer attitudes with regard to usage of electronic banking, as well as online banking adoption. Users with lowest Internet banking experience use only the basic functions of this service. This group tends to be young in age and has the lowest income. Their income is expected to rise with age, and banks could enhance auxiliary features. These findings may provide useful guidelines for developing Internet bank services and for marketing Internet banking.

Suggested Citation

  • Roºu Anca Maria, 2011. "Customers’ Perceptions Regarding Channel Innovation in the Retail Banking Sector: a study on Internet Banking in Romania," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 1852-1856, May.
    • Handle: RePEc:ovi:oviste:v:11:y:2011:i:1:p:1852-1856
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    More about this item

    Keywords

    Internet Banking; customers’ perceptions; innovation; retail banking; marketing strategy;
    All these keywords.

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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