See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/242022916

Consumer attitude and the usage and adoption of home-based banking in the
United Kingdom

Article  in  International Journal of Bank Marketing · June 2002

DOI: 10.1108/02652320210424205

CITATIONS READS

350 5,134

3 authors:

Barry Howcroft Robert Hamilton

Loughborough University Loughborough University
66 PUBLICATIONS   1,641 CITATIONS    14 PUBLICATIONS   549 CITATIONS   

SEE PROFILE SEE PROFILE

Paul Hewer
University of Strathclyde
51 PUBLICATIONS   1,189 CITATIONS   

SEE PROFILE

Some of the authors of this publication are also working on these related projects:

Marketplace Magic View project

Consumer behaviour in financial services View project

All content following this page was uploaded by Paul Hewer on 12 March 2015.

The user has requested enhancement of the downloaded file.

 International Journal of Bank Marketing
Consumer attitude and the usage and adoption of home-based banking in the United Kingdom
Barry Howcroft Robert Hamilton Paul Hewer
Article information:
To cite this document:
Barry Howcroft Robert Hamilton Paul Hewer, (2002),"Consumer attitude and the usage and adoption of home-based
banking in the United Kingdom", International Journal of Bank Marketing, Vol. 20 Iss 3 pp. 111 - 121
Permanent link to this document:
http://dx.doi.org/10.1108/02652320210424205
Downloaded on: 12 March 2015, At: 08:22 (PT)
References: this document contains references to 53 other documents.
To copy this document: permissions@emeraldinsight.com
The fulltext of this document has been downloaded 5244 times since 2006*
Users who downloaded this article also downloaded:
Sylvie Laforet, Xiaoyan Li, (2005),"Consumers’ attitudes towards online and mobile banking in China", International Journal
of Bank Marketing, Vol. 23 Iss 5 pp. 362-380 http://dx.doi.org/10.1108/02652320510629250
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)

Tero Pikkarainen, Kari Pikkarainen, Heikki Karjaluoto, Seppo Pahnila, (2004),"Consumer acceptance of online
banking: an extension of the technology acceptance model", Internet Research, Vol. 14 Iss 3 pp. 224-235 http://
dx.doi.org/10.1108/10662240410542652
Heikki Karjaluoto, Minna Mattila, Tapio Pento, (2002),"Factors underlying attitude formation towards online banking in
Finland", International Journal of Bank Marketing, Vol. 20 Iss 6 pp. 261-272 http://dx.doi.org/10.1108/02652320210446724

Access to this document was granted through an Emerald subscription provided by 117974 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service
information about how to choose which publication to write for and submission guidelines are available for all. Please
visit www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of
more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online
products and additional customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication
Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

*Related content and download information correct at time of download.

 Consumer attitude and the usage and adoption of
home-based banking in the United Kingdom
Keywords
Consumer attitudes, Banks,
Delivery, Strategy
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)
Abstract
This paper seeks to develop our
understanding of consumer
attitudes towards bank delivery
channels. Accordingly, a
questionnaire was designed to
obtain information about which
delivery channels consumers had
used when acquiring four types of
financial service. This information
was then contrasted with data on
how these consumers would
acquire the same services if they
had to purchase them again at
some time in the future. The
questionnaire also obtained
information about the factors
which consumers believed to be
important in encouraging and
discouraging the adoption of
home-based banking. In
concluding, the paper discusses
and assesses some of the
strategic implications of the
study's findings for financial
service providers.
The authors gratefully
acknowledge the financial
assistance provided by
NCR's Knowledge
Laboratory in conducting
this research.
International Journal of Bank
Marketing
20/3 [2002] 111±121
# MCB UP Limited
[ISSN 0265-2323]
[DOI 10.1108/02652320210424205]
Barry Howcroft
Loughborough University Banking Centre, Loughborough University,
Loughborough, UK
Robert Hamilton
Business School, Loughborough University, Loughborough, UK
Paul Hewer
University of Stirling, Stirling, UK
Introduction
This paper explores consumers' existing
financial services behaviour and assesses
their attitudes towards home-based services
i.e. telephone and Internet banking. The
importance of research into consumer
attitudes stems from the possibility that it
plays an important role in purchasing
decisions. Although some studies have
shown discrepancies between attitudes and
behaviour (Kerlinger, 1979; Runyon and
Stewart, 1987), there is a body of literature
which demonstrates that there is a causal
link between beliefs, attitudes and behaviour
(Fishbein and Steiner, 1965; Fishbein and
Ajzen, 1975). The latter school of thought
holds the view that attitudes are concerned
with the predisposition of individuals to
respond either favourably or unfavourably to
particular objects. Moreover, the literature
suggests that predispositions are learned
over time either by individuals using an
object and gaining experience or by them
receiving information about the object.
Research into consumer attitudes is,
therefore, important because it forms the
basis for not only understanding consumer
behaviour but also predicting and
influencing it.
The focus on home-based banking
emanates from the fact that the appeal of
such services appears to be incontestable,
with reports from the UK suggesting that
telephone banking is attracting 125,000
customers per day (Weever, 1996). First
Direct, for example, increased its customer
base from 650,000 customers in 1996 to 800,000
by 1998 (Weever, 1996; Lake and Woolfson,
1998) and Barclaycall, launched in October
1994, had 280,000 customers within one year
of its start, with a reported 20,000 new
customers joining each month (Weever,
The research register for this journal is available at
http://www.emeraldinsight.com/researchregisters
1996). A MORI (1998) study for First Direct
found that 2 million people in the UK, i.e.
6 per cent of the population, claimed that they
now did ``all'' of their banking by telephone.
Moreover, the MORI study claimed that 20
per cent of the population believed that
within ten years they would be doing all of
their banking by telephone. Similarly
Barclays, the largest Internet bank in the UK,
reported that it had 2.7 million customers in
June 2001, an increase of 780,000 since the
beginning of the year (Financial Times, 2001).
To understand the factors affecting
consumer acceptance of home-based banking,
the paper reviews the academic literature on
consumer attitudes towards new and
recently emerged bank delivery channels. On
the basis of this literature review and a
number of focus discussion groups, a
questionnaire was designed. The overall
objective of this questionnaire was to obtain
a better understanding of consumer attitudes
towards home-based banking. Specifically,
the questionnaire examines:
. consumer's actual and preferred delivery
channel usage when purchasing a range of
selected financial services; and
. the factors which consumers consider
important in encouraging and
discouraging the adoption of telephone
and Internet banking.
During the course of the discussion, an
analysis of the socio-demographic
characteristics of the respondents provides
greater insight into consumer attitudes
towards home-based banking.
The paper is divided into four sections: the
first section comprises a literature review
and analyses the contribution of previous
research in this area. The second section
outlines the research methodology adopted in
the research and the third presents the
research results which are analysed in
The current issue and full text archive of this journal is available at
http://www.emeraldinsight.com/0265-2323.htm
[ 111 ]
 Barry Howcroft,
Robert Hamilton and
Paul Hewer
Consumer attitude and the
usage and adoption of home-
based banking in the
United Kingdom
International Journal of Bank
Marketing
20/3 [2002] 111±121
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)
[ 112 ]
relation to the central research questions of
the study. Finally, the conclusion assesses
some of the strategic implications of the
study's findings for financial services
providers.
Literature review
O'Shaughnessy (1988) defined a distribution
system as: ``the network of people,
institutions or agencies involved in the
flow of a product to the customer, together
with the informational, financial,
promotional and other services associated
with making the product convenient and
attractive to buy and rebuy''. This definition
raises a number of important considerations.
For example, in the financial services sector,
there is clearly a wide range of networks
and services which would fit comfortably
within O'Shaughnessy's definition,
including branch networks, direct mail,
intermediaries, direct sales forces, etc.
(Ennew et al., 1989; Easingwood and Storey,
1996). Moreover, this array of channels has
increased with the introduction of telephone
and Internet banking and this trend appears
set to continue with the introduction of
digital television and people-to-people (P2P)
services. In order to ensure that research
into bank delivery channels is manageable it
is, therefore, not unusual to limit the range of
channels under examination. This paper,
accordingly, concentrates primarily on
home-based banking, i.e. telephone and
Internet banking. Insights will, however, be
provided on consumer usage and attitudes
towards ATMs, branch networks, home visits
by direct sales forces and direct mail.
O'Shaughnessy's definition also makes it
clear that in addition to having a marketing
and an initial delivery role, delivery
channels within the financial services sector
also have a long term continuing
maintenance role, which is fairly unique to
the sector.
This consideration raises a number of
important strategic questions.
For example, will effective management of
this relationship necessitate relying on one
dominant delivery channel or a
complimentary mix of channels? Moreover, if
a mix of delivery channels is required, what
is the optimum mix (Moriarty and Moran,
1990) and can it be accommodated within
realistic cost structures? Alternatively, will
consumers have to be encouraged and
re-educated to use the least expensive and
most appropriate delivery channels for their
particular needs? (Gandy and
Chapman, 1996).
A useful starting point in attempting to
resolve strategic problems of this nature is to
obtain information on consumer attitudes
towards new and emerging technology-based
delivery channels. A significant body of
research has identified the factors affecting
consumers' attitudes and acceptance of new
technology in the financial services industry
and the sort of consumers most likely to use
it (Zeithaml and Gilly, 1987; Lafferty Business
Research, 1987; Marshall and Heslop, 1988;
Kwan, 1991; Barczak et al., 1997; Lockett and
Littler, 1997; Daniel, 1998; Frambach et al.,
1998; Mols, 1998). Initially, the research
focused on consumers' attitudes to the use of
automated teller machines (ATMs) (Zeithaml
and Gilly, 1987; Lafferty Business Research,
1987; Marshall and Heslop, 1988; Kwan, 1991).
A more recent body of literature, however,
has sought to analyse the implications for
consumers and financial providers of the
development of telephone banking (Barczak
et al., 1997; Lockett and Littler, 1997), PC/
computer banking (Daniel, 1998; Frambach
et al., 1998; Mols, 1998) and internet banking
(Sathye, 1999).
The early research on technology in
financial services, which focused on the
adoption of ATMs, revealed that a significant
factor for non-use, especially amongst older
consumers, was the preference for
conducting financial affairs through a
human teller (Zeithaml and Gilly, 1987;
Kwan, 1991). Likewise, Lafferty Business
Research (1987) studied comparisons between
ATM usage in different European countries
and found that the main concern of users
included fears over its security, the
possibility of machine breakdown and
running out of money.
Marshall and Heslop (1988) found
consumers' motives for the use of technology
and their responses to such technology useful
for predicting subsequent usage. They
revealed that an orientation towards
convenience shopping was positively
correlated with ATM usage, whereas more
socially-oriented shoppers were less likely to
use ATMs. In addition, positive attitudes and
familiarity with technology in general were
also related to usage. Marshall and Heslop
(1988) also attempted to explore the
demographic variables which could explain
ATM usage. They found that higher
educational levels and employment status
were positively related and that age was
negatively related to ATM usage. Leblanc
(1990) found that the main consumer
motivation for using ATMs was related to
accessibility benefits. He also found that
users tended to be more highly educated and
believed that such technology improved
 Barry Howcroft,
Robert Hamilton and
Paul Hewer
Consumer attitude and the
usage and adoption of home-
based banking in the
United Kingdom
International Journal of Bank
Marketing
20/3 [2002] 111±121
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)
service quality, presented no security risk
and was compatible with their need for
simple and fast transactions. However, as
with earlier studies, Leblanc found that non-
users preferred interacting with human
tellers, and perceived using the ATM as too
complex and too risky. Likewise, Rugimbana
(1995) revealed that the most significant
variables determining customer usage of
ATM technology were those of convenience,
ease of use and compatibility with people's
lifestyles.
A subsequent study by Lewis (1991) found
that the main use of ATMs related to the
withdrawal of cash and obtaining account
balances. The study also found that a
significant minority of the sample, 42 per
cent of respondents, identified negative
aspects of ATM usage. These included
concerns over personal safety, lack of
privacy and operational problems, such as
machines being regularly out of cash or out
of order and cards not being returned. In
addition, Lewis identified a number of ``gaps''
between consumers' perceptions of service
delivery in branches compared with ATMs.
These included the slow speed of service in
branches, inconvenient branch opening
hours and the small number of branch staff
available to serve customers. Marr and
Prendergast (1993) similarly found that the
main factors affecting the adoption of self
service technology in financial services were
those of time and place utility; whereas the
main factor discouraging adoption was the
consumers' preference for dealing with
human beings.
In the search to understand consumers'
adoption of technology, many studies have
typically employed Rogers' (1983) diffusion
model. Lockett and Littler (1997), for
example, analysed consumers' attitudes
towards direct banking and found that its
availability 24 hours per day was the main
advantage. The main disadvantages
associated with direct banking, however,
included its complexity and the security
risks involved in using it. The study also
revealed that adopters of new technology
generally earned higher incomes, worked
longer hours, moved house more frequently
and also possessed more favourable attitudes
towards change than non-adopters. Daniel
(1998) analysed the adoption of computer
banking through in-depth interviews with
the bank personnel responsible for its
implementation and development. The main
factors influencing adoption included the
convenience aspects of the service, ease of
use and its compatibility with consumers'
existing lifestyles.
Moutinho and Meidan (1989) analysed
consumers' perceptions of new banking
technologies and distinguished four types of
banking consumer: first, ``on the move''
customers, for whom convenience is a
priority and who tended to be heavy users of
ATMs; second, ``hi-tech value/cost-
orientated'' consumers, who placed most
importance upon the development of new
banking technology; third, consumers who
wanted to see improvements in the existing
range of services, that is ``better of the same'';
and finally, ``price-sensitive'' consumers, who
placed most priority upon the interest rates
charged by the banks.
Barczak et al. (1997) similarly developed a
typology of consumer motives for the
adoption of technology-based banking
services which included four consumer
motivational clusters: ``security conscious'',
``maximisers'', ``instant gratification'' and
``hassle avoiders''. In particular, their study
revealed that the main benefits of using
technology-based services, especially for
``hassle avoiders'', were those of convenience,
time-savings and ease of access to their
money.
Research methodology
From the literature review it was possible to
identify the following factors which influence
consumer attitudes towards technology-
based bank delivery channels: improved
service quality, i.e. an error free service,
convenience and accessibility to delivery
channels (Rogers, 1983; Moutinho and
Meidan, 1989; Leblanc, 1990; Rugimbana,
1995; Lewis, 1991; Lockett and Littler, 1997);
social interaction, which is concerned with
human interface and the importance of face-
to-face contact (Leblanc, 1990; Kwan, 1991;
Marr and Prendergast, 1993); the
comparative costs of alternative delivery
channels (Rogers, 1983; Lockett and Littler,
1997); perceived risk, which focuses upon the
importance of trust and the security of
different delivery channels (Sathye, 1999;
Lockett and Littler, 1997); and, finally, the
personal characteristics of the consumers
(Marshall and Heslop, 1988; Lockett and
Littler, 1997).
A questionnaire was developed partly on
the basis of these factors and partly from a
number of focus discussion groups (Beckett
et al., 2000). It was then piloted through a
convenience sample of university personnel
and a number of revisions were made. The
questionnaire was fairly comprehensive,
consisting of 44 questions, covering a wide
range of issues relating to consumer attitudes
[ 113 ]
 Barry Howcroft,
Robert Hamilton and
Paul Hewer
Consumer attitude and the
usage and adoption of home-
based banking in the
United Kingdom
International Journal of Bank
Marketing
20/3 [2002] 111±121
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)
[ 114 ]
towards financial services and delivery
channels. However, in order to provide this
paper with focus only part of this
questionnaire has been used. Accordingly,
the paper has two primary objectives. The
first was to obtain information about the
respondents changing attitudes towards
bank delivery channels. This was
accomplished by obtaining data on the types
of delivery channel ``actually used'' by the
respondents in the acquisition of four generic
groups of financial service. These groups
were broadly based on Storbaka's (1994)
typology and consisted of ``primary'' current
accounts, i.e. for those consumers who have
more than one current account, the one they
use most often; insurance-based services,
such as house contents, buildings and motor
insurance; credit-based services, such as
personal loans and mortgages; and finally,
investment-based services, such as PEPS,
TESSAs, Stocks and Shares and Pensions.
This information was compared with the
respondents ``preferred'' delivery channel by
asking them which channels they would use
if they had to make the same purchases of
financial services again. The research also
provided an opportunity to examine whether
the choice of delivery channel was influenced
by the generic nature of the service being
purchased.
The second objective was to ascertain the
important factors in encouraging and
discouraging respondents' use of telephone
and Internet banking. In order to do this, the
questionnaire focused on the following
considerations: the respondents' access to the
channels, the comparative costs of home
banking; the perceived quality of the service
and closely related to this, the potential for
errors and savings in time associated with
each of the channels. Other factors included
the respondents security concerns; the
importance of having no face-to-face contact;
difficulties associated with using the
technology; and the convenience of having a
24 hour home banking service.
The questionnaire was sent to a cross
section of 4,000 UK consumers aged 18 years
and above. This resulted in 351 responses of
which 286 were usable, i.e. a usable response
rate of 7.5 per cent. The low response rate was
attributable to a number of factors, inter alia,
the length, subject matter and personal
nature of the questionnaire and perhaps, just
as important, the financial constraints on the
project which did not allow a follow-up in the
form of either a telephone call or a
subsequent reminder.
The small size of the study sample, does,
however, raise the issue of non-respondent
bias. To address the issue of the
representativeness of the sample, the socio-
economic descriptors of the sample
population were compared with recent
figures for the UK (The Stationery Office,
1999; Advertising Association, 1998). Table I
presents a comparison of the sample of
respondents with national averages for the
UK. From this comparison, we can conclude
that the sample was over-representative of
middle age groups (between 35-54 years) and
under-representative of younger groups
(between 18-24 years). The sample was also
biased towards higher income groups and
those with an extensive range of financial
services. This bias can be partly attributed to
the fact that older age groups are generally
more affluent and typically have more
experience and a greater interest in financial
affairs than their younger counterparts. In
terms of ownership of the financial services
under consideration (see Table I), the
respondents also had higher possession rates
than the national average. Higher than
average national rates were similarly
exhibited for access to information
technology products such as computers, the
Internet, mobile phones and cable television
(see Table I).
The questionnaire was analysed using
frequencies, cross-tabulations and chi-
squares tests of statistical significance. The
next section outlines the main research
findings of the study, prior to a discussion of
their strategic implications in the
conclusion. The findings are presented under
two main headings:
1 changing consumer attitudes towards
traditional and new delivery channels;
and
2 factors most important in encouraging
and discouraging the adoption of home-
based banking.
Analysis of research findings
Changing consumer attitudes towards
traditional and new delivery channels
Consumer attitudes towards traditional and
new delivery channels were examined by
analysing how they had ``actually'' acquired
four distinct categories of financial service:
current accounts, insurance-based services,
credit-based services and investment-based
services (see Table II). This acquisitional
data was then compared with information on
how consumers would have ``preferred to
have acquired'' these services (see Table III).
Table II reveals that 54.7 per cent of
respondents used the branch network in the
acquisition of all four financial services,
making it the overall dominant delivery
 Barry Howcroft, channel. However, the most commonly used However, when withdrawing cash or
Robert Hamilton and channel in the acquisition of insurance-based obtaining balances on their accounts,
Paul Hewer consumers expressed a preference for using
Consumer attitude and the services was the telephone with a usage rate
usage and adoption of home- of 54.2 per cent (see Table III). Although not automated teller machines (ATMs).
based banking in the shown in Table II, the branch network was Analysis of the consumers' acquisition
United Kingdom
also the most commonly used channel for behaviour in relation to the use of Internet
International Journal of Bank banking indicates that it was not a
Marketing transaction banking, i.e. paying either
20/3 [2002] 111±121 cheques or cash into a current account. significant channel. At the time of the survey
(October 1998), five financial providers
offered an Internet banking service
Table I (Barclays, First Direct, Nationwide, the
Profile of respondents compared with national average for the UK Royal Bank of Scotland and the Co-operative
Socio-economic UK national Bank). Only one respondent had, however,
and demographic Respondents average used the Internet and this was to purchase an
characteristics frequency % % investment based service. This result is even
Gender more significant because although 39.5 per
Male 142 49.5 49.1 cent of the sample population had direct
Female 144 50.5 50.9 access to the Internet, only 6.2 per cent
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)

Total 286 100 100 expressed a preference for acquiring

Age (years) financial services over the Internet (see
Under 16a - - 21.0 Table III). It would be unwise, however, to
18-24 14 4.9 11.0 dismiss Internet banking simply because a
25-34 89 31.1 16.00 high proportion of respondents with access to
35-44 72 25.1 14.0 the Internet did not use it or express a strong
45-54 67 23.4 13.00 preference for it. Nevertheless, it is
55-64 30 10.5 10.0
interesting to note that Internet banking has
Over 65 14 4.9 15.0
Total 286 100 100 had little or no discernable affect on bank
profit margins to date (Financial Times,
Annual household income (£)
Less than 9,999 31 10.7 D-E 28.6 2001).
10,000-19,999 41 14.3 C2 22.4 With regard to telephone banking, at the
20,000-29,999 77 27.1 C1 27.8 time of the survey, eight major players
30,000-49,999 92 32.3 B 18.1 offered a telephone banking service (Natwest,
Over 50,000 45 15.6 A 3.1 Lloyds TSB, Midland, Barclays, First Direct,
Level of education Alliance and Leicester, the Royal Bank of
Professional qual. 106 36.9 Scotland and the Co-operative Bank). Table II
Postgraduate 30 10.6 reveals that the telephone and also a
First degree 38 13.2 combination of the telephone and post were
A-levels 40 13.9 the second most popular delivery channels.
O-levels 55 19.4 In acquiring insurance based services,
No qualifications 17 6.0
however, it was the most commonly used
Total 286 100
channel, accounting for 66.8 per cent of
Ownership of selected financial products insurance purchases. In terms of ``managing
Current accounts 280 98.0 77
the relationship'' with the financial service
Insurance based provider and this is not shown in Table II, the
Buildings insurance 221 77.1 23 telephone was also dominant, accounting for
Household contents insurance 237 82.7 36
62.3 per cent of enquiries and just over 50 per
Motor insurance 227 79.4 55
cent of complaints.
Credit based The consumers' preference profile, as
Mortgage 175 61.1 46
shown in Table III, is broadly in line with
Personal loan 60 20.9 11
their actual behaviour. Overall the branch
Investment based
network remains the most important
TESSA/ISA 114 39.9 10
Unit trust 45 15.9 2 channel with 58.8 per cent of respondents
Stocks and shares 78 27.2 13 expressing a future preference for it.
Personal pensions 119 41.5 9 However, a significant 33.3 per cent of
respondents, i.e. an increase of 11.2 per cent
Ownership of selected IT products
compared with their actual behaviour,
Computer 196 68.4 30.1
Internet 113 39.5 16.0 would prefer to purchase all four financial
Mobile phone 152 53.2 43 services over the telephone. The only
Cable television 95 33.2 n/a exception in this respect were insurance-
based services which are already dominated
Note: a The questionnaire was sent out to adults aged 18 years old upwards.
by telephone banking. The results indicate
Sources: The Stationery Office (1999), Advertising Association (1998, 2000)
that telephone banking might well peak at
[ 115 ]
 Barry Howcroft,
Robert Hamilton and
Paul Hewer
Consumer attitude and the
usage and adoption of home-
based banking in the
United Kingdom
International Journal of Bank
Marketing
20/3 [2002] 111±121
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)
54-55 per cent of the insurance market, with
almost 39 per cent preferring the branch
network and just over 7 per cent preferring
the Internet. The data, nevertheless,
indicate an increasing consumer
willingness to purchase financial services
through an ``arms length'' channel,
especially, the telephone, if given the option.
The overall results for the Internet
indicate that 6.2 per cent of respondents, i.e.
an increase of 6.1 per cent compared with
their actual behaviour, would have a
preference for using it when purchasing all
four financial services. This is interesting
because Internet banking has, to date, been
primarily concerned with transaction
banking, rather than with the purchase of a
wide range of financial services (see for
visits and the post when purchasing financial
services. What remains to be seen, however,
is whether a single delivery channel, such as
the telephone, will emerge as the most
dominant channel in the future. Certainly,
the evidence in Table III suggests that
consumers have a preference for continuing
to use a mix of delivery channels when
acquiring financial services.
Consumers' channel preferences were also
analysed in relation to a number of key socio-
economic and demographic factors. With
regard to gender, a number of interesting
differences were apparent, for example males
expressed a higher preference for acquiring
current accounts and investment-based
services over the Internet than females. With
credit-based services, however, the opposite

example, Mattila, 2001). The evidence in
Table III, however, suggests that Internet
banking might well be conducive to
retailing a comprehensive range of financial
services to a significant minority of
customers.
In general, therefore, the evidence on
consumer's preferred acquisition channels
indicates that branch networks will remain
the most important delivery channel for the
immediate future. However, the branch
networks' future dominance appears to be
less obvious as consumers place
proportionately greater emphasis on
telephone and, to some extent, Internet
banking. Table III also reveals that
consumers have no preference for home
was the case, with females expressing a
higher preference for the telephone and
males expressing a higher preference for the
branch. These results could be indicating
that females feel less confident than males
when dealing with financial services. The
``arms length'' nature of the telephone might,
therefore, be preferred by females when
negotiating credit because it is perceived as
less confrontational.
A number of differences were also
apparent in relation to age and the
acquisition of current accounts. For example,
the lowest preference for branch usage was
amongst those consumers aged 26-35 years
old, who expressed the highest preference for
using the telephone. In contrast, consumers

Table II
Consumers' acquisitions of financial services by type of delivery channel
Current account Insurance based Credit based Investment based Total
Type of delivery channel Frequency % Frequency % Frequency % Frequency % Frequency %
Branch/office 202 85.6 53 21.7 124 70.0 83 43.9 462 54.7
Home visit 5 2.1 28 11.5 13 7.3 44 23.3 90 10.6
Telephone 17 7.2 134 54.9 23 13.0 13 6.9 187 22.1
Internet 0 0 0 0 0 0 1 0.5 1 0.1
Post 12 5.1 29 11.9 17 9.7 48 25.4 106 12.5
Responses 236 100 244 100 177 100 189 100 846 100

Table III
Consumers' preferred acquisition channel
Current account Insurance based Credit based Investment based Total
Type of delivery channel Frequency % Frequency % Frequency % Frequency % Frequency %
Branch/office 204 68.2 107 38.6 164 62.8 171 65.2 646 58.8
ATM 16 5.3 0 0 3 1.1 0 0 19 17
Telephone 64 21.4 150 54.2 79 30.3 73 27.9 366 33.3
Internet 15 5.1 20 7.2 15 5.8 18 6.9 68 6.2
Responses 299 100 277 100 261 100 262 100 1099 100
Notes:
Chi-square = 112.135; Df. = 9; Assymp. Sig. (two-sided) = 0.000; No. of valid responses = 1,099

[ 116 ]
 Barry Howcroft,
Robert Hamilton and
Paul Hewer
Consumer attitude and the
usage and adoption of home-
based banking in the
United Kingdom
International Journal of Bank
Marketing
20/3 [2002] 111±121
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)
aged 56-65 years old expressed the least
preference for telephone usage. Age was also
a significant factor with regard to the
Internet, with consumers aged 18-25
expressing the highest preference for this
channel. This suggests that delivery channel
usage is to some extent generation driven.
This does not necessarily mean that branch
networks will eventually move into terminal
decline, but once again, it might be
indicating that Internet banking has a
definite future.
The most significant finding in relation to
income was that high income consumers (i.e.
those earning in excess of £50,000) expressed
far less preference than low income
consumers (i.e. those earning less than
£9,999) for branch networks in the
acquisition of current accounts and
insurance-based services, and a far greater
preference for telephone banking. In
contrast, however, high income consumers
expressed a greater preference for branch
networks in the acquisition of investment-
based services compared with the low income
group. To some extent, the profile might be
reflecting the greater sophistication of high
income consumers or it might be indicative
of the greater time pressures which this
group experience. Certainly with regard to
investment-based services, their greater
experience of this sort of service compared
with less affluent groups suggests that face-
to-face contact and possibly having a
relationship with a financial provider are
important when making investment
decisions which ceteris paribus are more
complicated than current account and
insurance-based services.
Factors most important in encouraging and
discouraging adoption of telephone and
Internet banking
Understanding consumers' attitudes to
alternative delivery channels was analysed
further by examining those factors which
respondents perceived as important in
encouraging and discouraging them from
using either a telephone or an Internet
banking service (see Tables IV and V).
The most important factors in encouraging
the use of a telephone banking service (see
Table IV) were lower fees and improved
levels of service, i.e. an error free service,
whereas the least significant factor was peer
pressure either as a recommendation from
friends and family or from a newspaper.
Significant numbers also suggested that time
savings and the ability to bank at any time of
the day (24 hours) were important in
encouraging the adoption of a telephone
banking service.
These same considerations were equally
applicable to the adoption of an Internet
banking service. That is to say, lower fees
and improved levels of service etc. were the
most important factors; and a
recommendation by either friends and family
or from a newspaper was the least important.
An analysis of the factors most important
in discouraging the adoption of telephone
and Internet banking services revealed
concerns over security and fears over the
likelihood of errors (see Table V). This was,
especially, the case for the Internet with
almost 50 per cent of respondents citing
security and 41 per cent errors, as being
``extremely important'' in discouraging
adoption. As expected, access to equipment
and the complexity of the service were
perceived as more significant for Internet
than telephone banking. The lack of face-to-
face contact was, however, perceived as ``not
important'' in the adoption of both Internet
and telephone banking for over 40 per cent of
respondents. This is potentially significant
considering the strong suggestion in focus
discussion groups that it is important to talk
to somebody face-to-face when selecting
financial products.
Closer scrutiny of the importance of face-
to-face contact revealed some interesting
facts. For example, wealthier and older
respondents placed particular emphasis on
face-to-face contact. Similarly, older
consumers were also less inclined to use the
telephone or Internet banking, and wealthy
consumers preferred to conduct their
investment-based business at branch
networks. The lack of emphasis on the
importance of face-to-face contact with
respect to telephone and Internet banking
might, therefore, be suggesting that these
delivery channels are more likely to be
adopted by younger consumers and that they
are perceived as being more conducive to
transaction banking, i.e. those banking
activities relating to current accounts.
In terms of analysing the important socio-
demographic factors for encouraging and
discouraging the adoption of telephone and
Internet banking, a number of significant
differences were identified in terms of the
gender of respondents. For telephone
banking, it appeared that females were more
concerned than males with improvements in
the level of service and access to a 24 hour
service. For Internet banking, females
valued the convenience of this channel,
whereas males appeared to place greater
emphasis on peer pressure, either as
recommendations from friends and family
or from a newspaper. An analysis of the
factors discouraging the adoption of Internet
[ 117 ]
 Barry Howcroft,
Robert Hamilton and
Paul Hewer
Consumer attitude and the
usage and adoption of home-
based banking in the
United Kingdom
International Journal of Bank
Marketing
20/3 [2002] 111±121
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)
banking also revealed that males regarded
the loss of face-to-face contact as more
significant than females.
A number of potentially interesting age-
related differences were also revealed, but
due to the size of the sample these were not
statistically significant. For example,
younger consumers appeared to value the
convenience or time-saving potential of
telephone banking more than older
consumers. Similarly, younger consumers
regarded the lack of face-to-face contact as
less important than older consumers. With
Internet banking, younger consumers were
attracted more than older respondents by the
possibility of improved levels of service, the
ability to bank whenever they choose (24
banking, as with telephone banking, younger
consumers appeared less concerned than
older respondents with the lack of face-to-face
contact.
The educational levels of respondents did
not seem particularly important in
encouraging or discouraging the use of
telephone or Internet banking. However,
those with fewer educational qualifications
considered access to the necessary
equipment more important than those with
degrees. The data do not provide sufficient
insight as to why this should be the case, but
possibly consumers with lower educational
qualifications have less opportunity to access
the telephone and the Internet at work.
Certainly the results in Table V show that

hour service), the enhanced convenience and accessibility, especially for Internet banking,
the possibility of lower fees. In terms of is important in discouraging usage.
factors discouraging the adoption of Internet Similarly, the use of technology at work

Table IV
Factors important in encouraging adoption of telephone/Internet banking
Extremely
important Very important Important Fairly important Not important Do not know
Frequency % Frequency % Frequency % Frequency % Frequency % Frequency %
Telephone banking
Lower fees 92 32.2 72 25.2 61 21.3 27 9.6 24 8.3 10 3.4
Improved service quality 83 28.9 74 25.9 66 22.9 29 10.3 23 8.0 11 4.0
Save time 77 26.9 94 32.9 61 21.3 27 9.6 19 6.6 8 2.7
24 hr service 70 24.3 67 23.3 62 21.6 33 11.6 45 15.9 9 3.3
Recommend by family/friends 16 5.6 21 7.3 68 23.6 73 25.6 99 34.6 9 3.3
Recommend by newspaper, etc. 8 2.7 9 3.0 34 12.0 70 24.6 154 53.8 11 3.9
Internet banking
Lower fees 85 29.6 44 15.3 49 17.3 29 10.0 53 18.6 26 9.2
Improved service quality 86 29.9 49 17.3 49 17.3 26 9.0 51 17.9 25 8.6
Save time 71 24.6 51 17.9 56 19.6 30 10.6 52 18.3 26 9.0
24 hr service 68 23.9 44 15.3 52 18.3 24 8.3 72 25.2 26 9.0
Recommend by family/friends 19 6.6 17 6.0 49 17.3 51 17.9 122 42.5 28 9.7
Recommend by newspaper, etc. 14 5.0 9 3.3 32 11.0 48 16.6 156 54.5 27 9.6

Table V
Factors important in discouraging adoption of telephone/Internet banking
Extremely
important Very important Important Fairly important Not Important Do not know
Frequency % Frequency % Frequency % Frequency % Frequency % Frequency %
Telephone banking
Security 98 34.2 61 21.3 57 19.9 34 12.0 29 10.3 7 2.3
Errors 92 32.2 70 24.6 57 19.9 33 11.6 25 8.6 9 3.1
Complicated 35 12.3 36 12.6 67 23.3 45 15.6 91 31.9 12 4.3
Access to delivery channel 36 12.6 42 14.6 64 22.3 39 13.6 94 32.9 11 4.0
Lack of face-to-face contact 36 12.6 27 9.6 46 15.9 50 17.6 121 42.2 6 2.1
Internet banking
Security 142 49.5 48 16.9 35 12.3 15 5.3 23 8.0 23 8.0
Errors 119 41.5 58 20.3 37 13.0 24 8.3 26 9.0 22 7.9
Complicated 72 25.2 43 15.0 55 19.3 31 11.0 61 21.3 24 8.2
Access to delivery channel 86 30.2 49 17.3 46 15.9 24 8.3 60 20.9 21 7.4
Lack of face-to-face contact 55 19.3 26 9.0 40 14.0 25 8.6 118 41.2 22 7.9

[ 118 ]
 Barry Howcroft,
Robert Hamilton and
Paul Hewer
Consumer attitude and the
usage and adoption of home-
based banking in the
United Kingdom
International Journal of Bank
Marketing
20/3 [2002] 111±121
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)
might also increase consumer confidence and
the ability to use it.
Conclusions
Although telephone banking is the
predominant delivery channel in the
insurance market, the research results
indicate that the branch network is still the
most popular delivery channel in the
acquisition of current accounts, credit-based
and investment-based services. Moreover,
consumer preferences reveal that they are
not generally predisposed to change their
behaviour radically and adopt widespread
usage of telephone and Internet banking.
Changes in the use of delivery channels will
occur naturally as the population matures
and computer usage ``seeps up'' into the older
age groups, but this process will undoubtedly
take time. There is nothing, therefore, in the
results to suggest that either telephone or
Internet banking will necessarily replace the
branch network as the dominant delivery
channel. In fact the results indicate that
consumers have a preference for a mix of
delivery channels rather than exclusive
reliance upon any one single channel. In
addition to the choice of delivery channel
being influenced by a range of socio-
economic factors, there is also a possibility
that it might be influenced by the generic
nature of the financial services being
purchased. Moreover, the evidence indicates
that the purchase and subsequent
management-monitoring of financial
services can involve individual consumers
using a range of alternative delivery
channels.
Competitive pressures on financial service
providers to reduce their costs and
simultaneously increase revenue suggests
that they will, nevertheless, continue to
rationalise branch networks. However,
public resistance to branch closures means
that this will not be easy. Equally, failure to
reduce the size of branch networks could
result in a duplication of delivery channels
and a commensurate increase in costs.
Financial providers will, therefore, have to
introduce proactive strategies which are
primarily aimed at educating consumers and
encouraging greater usage of home based
banking. In this respect, the paper has shown
that if these strategies are to be successful,
they must focus on considerations, such as
improved service quality, i.e. providing a
value for money, error free, convenient and
easy to use service. Similarly, the need for
human interface might be important in the
acquisition of investment-based products.
Financial providers must, therefore, aim to
provide consumers with a cost effective mix
of different delivery channels which combine
the advantages of home banking with some of
the more human, social and relational
aspects of branch networks. Respondents
also expressed concerns about security and
the basic safety of new technology, especially
Internet banking. This is an important
consideration not least because trust is a
fundamental prerequisite of any banking
activity and unless consumers can trust new
technology, they will be reluctant to use it.
Widespread acceptance of Internet banking,
therefore, is equally dependent on bank
strategies aimed at alleviating these fears
and increasing the predisposition of
individual customers to use the Internet and
other forms of home banking.
In the final analysis, financial providers
cannot assume that consumers are
homogeneous in terms of their attitudes
towards home banking. The additional
insights, which the paper provides on the
socio-economic and demographic factors
indicates that consumer attitudes differ
according to age, gender, income, education,
etc. Consequently, research into these factors
is extremely important in enabling financial
service providers to target specific segments
of the customer base with messages aimed at
changing consumer attitudes and ultimately
their behaviour.
References
Advertising Association (1998), Marketing Pocket
Book, Advertising Association, London.
Advertising Association (2000), Marketing Pocket
Book, Advertising Association, London.
Barczak, G., Ellen, P.S. and Pilling, B.K. (1997),
``Developing typologies of consumer motives
for use of technologically based banking
services'', Journal of Business Research,
Vol. 38, pp. 131-9.
Beckett, A., Hewer, P. and Howcroft, B. (2000),
``An exposition of consumer behaviour in the
financial services sector'', International
Journal of Bank Marketing, Vol. 18 No. 1,
pp. 15-26.
Daniel, E. (1998), ``On-line banking: winning the
majority'', Journal of Financial Services
Marketing, Vol. 2 No. 3, pp. 259-70.
Easingwood, C. and Storey, C. (1996), ``The value
of multi-channel distribution systems in the
financial services sector'', The Service
Industries Journal, Vol. 16, pp. 223-41.
Ennew, C., Wright, M. and Watkins, T. (1989),
``Personal financial services: marketing
strategy determination'', International
Journal of Bank Marketing, Vol. 7 No. 6,
pp. 3-8.
[ 119 ]
 Barry Howcroft,
Robert Hamilton and
Paul Hewer
Consumer attitude and the
usage and adoption of home-
based banking in the
United Kingdom
International Journal of Bank
Marketing
20/3 [2002] 111±121
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)
[ 120 ]
Financial Times (2001), ``Online banking is all
pain and no gain ± and that's just for
winners'', Financial Times, 6 August, p. 15.
Fishbein, M. and Ajzen, I. (1975), Belief, Attitude
and Behaviour: An Introduction to Theory and
Research, Addison-Wesley, Reading, MA.
Fishbein, M. and Steiner, I.D. (1965), Current
Studies in Social Psychology, Holt, Rinehart
and Winston, New York, NY.
Frambach, R.T., Barkema, H.G., Nooteboom, B.
and Wedel, M. (1998) ``Adoption of a service
innovation in the business market: an
empirical test of supply-side variables'',
Journal of Business Research, Vol. 41,
pp. 161-74.
Gandy, A. and Chapman, C. (1996), The Electronic
Bank, Chartered Institute of Bankers,
London.
Kerlinger, F.N. (1979), Foundations of Behavioural
Research, 2nd ed, Spottiswoode Ballantyne,
London.
Kwan, W.H. (1991), ``Marketing of ATM
technology to the elderly market: an
exploratory study'', Australian Marketing
Educators Conference, Australia.
Lafferty Business Research (1987), People and
Payments: A Study of Attitudes and Behaviour
in Europe. Lafferty Publications, London.
Lake, H. and Woolfson, K. (1998), ``Convenience
the key as thousands break with tradition'',
The Times, 21 November.
Leblanc, G. (1990), ``Customer motivations: use
and non-use of automated banking'',
International Journal of Bank Marketing,
Vol. 8 No. 4, pp. 36-40.
Lewis, B.R. (1991), ``Service quality: an
international comparison of bank customers'
expectations and perceptions'', Journal of
Marketing Management, Vol. 7, pp. 47-62.
Lockett, A. and Littler, D. (1997), ``The adoption of
direct banking services'', Journal of
Marketing Management, Vol. 13, pp. 791-811.
Marr, N.E. and Prendergast, G.P. (1993),
``Consumer adoption of self-service
technologies in retail banking: is expert
opinion supported by consumer research'',
International Journal of Bank Marketing,
Vol. 11 No. 1, pp. 3-10.
Marshall, J.J. and Heslop, L.A. (1988),
``Technology acceptance in Canadian retail
banking: a study of consumer motivations
and the use of ATMs'', International Journal
of Bank Marketing, Vol. 6 No. 4, pp. 31-41.
Mattila, M. (2001), ``Essays on customers in the
dawn of interactive banking'', Jyvaskyla
Studies in Business and Economics,
paper no. 9, Jyvaskylan Yliopisto.
Mols, N.P. (1998), ``The behavioural consequences
of PC banking'', International Journal of
Bank Marketing, Vol. 16 No. 5, pp. 195-201.
MORI (1998), The Future of Banking, MORI,
London.
Moriarty, R.T. and Moran, U. (1990), ``Managing
hybrid marketing systems'', Harvard
Business Review, November-December,
pp. 146-55.
Moutinho, L. and Meidan, A. (1989), ``Bank
customers' perceptions, innovations and new
technology'', International Journal of Bank
Marketing, Vol. 7 No. 2, pp. 22-7.
O'Shaughnessy, J. (1988), Competitive Marketing:
A Strategic Approch, Unwin-Hyman, Boston,
MA.
Rogers, E.M. (1983), Diffusion of Innovations,
3rd ed., The Free Press, New York, NY.
Rugimbana, R. (1995), ``The relative importance of
perceptual and demographic factors in
predicting ATM usage patterns of retail
banking customers'', International Journal of
Bank Marketing, Vol. 13 No. 4, pp. 28-34.
Runyon, K.E. and Stewart, D.E. (1987), Consumer
Behaviour and the Practice of Marketing,
Merrill Publishing, Columbus, OH.
Sathye, M. (1999), ``Adoption of Internet banking
by Australian consumers: an empirical
investigation'', International Journal of Bank
Marketing, Vol. 17 No. 7, pp. 324-34.
(The) Stationery Office (1999), Social Trends, The
Stationery Office, London.
Storbaka, K. (1994), ``The nature of customer
relationship profitability ± analysis of
relationships and customer bases in retail
banking'', Research Paper No. 55, Swedish
School of Economics and Business
Administration, Svenska HandelshoÈgskolon.
Weever, P. (1996), ``Millions answer the call to
switch to 24 hour banking by the telephone'',
The Times, 26 December.
Zeithaml, V.A. and Gilly, M.C. (1987),
``Characteristics affecting the acceptance of
retailing technologies: a comparison of
elderly and non-elderly consumers'', Journal
of Retail Banking, Vol. 63 No. 1, pp. 49-68.
Further reading
Alba, J., Lynch, Barton, J., Weitz Janiszewski, C.,
Lutz, R., Sawyer, A. and Wood, S. (1997),
``Interactive home shopping: consumer,
retailer, and manufacturer incentives to
participate in electronic marketplaces'',
Journal of Marketing, Vol. 61, July, pp. 38-53.
Deloitte Touche Tohmatsu International (1995),
The Future of Retail Banking, London.
Gatignon, H. and Robertson, T.S. (1991), ``A
propositional inventory for new diffusion
research'', in Kassarjian, H.H. and Robertson,
T.S. (Eds), Perspectives in Consumer Behavior,
Prentice-Hall, Englewood Cliffs, NJ,
pp. 461-86.
Gould, J. and Golob, T.F. (1997), ``Shopping
without travel or travel without shopping?
An investigation of electronic home
shopping'', Transport Reviews, Vol. 17 No. 4,
pp. 355-76.
Hirschmann, E.C. (1981), ``Technology and
symbolism as sources for the generations of
innovations'', in Mitchell, A. (Ed.), Advances
in Consumer Research, Vol. 9, Association for
 Barry Howcroft,
Robert Hamilton and
Paul Hewer
Consumer attitude and the
usage and adoption of home-
based banking in the
United Kingdom
International Journal of Bank
Marketing
20/3 [2002] 111±121
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)
Consumer Research, Mitchell, St. Louis, MO,
pp. 537-41.
HMSO (1997), Living in Britain: Preliminary
Results from the General Household Survey,
HMSO Stationery Office, London.
ICL (1994), ``Consumer'' Attitudes to Home Finance
and Technology, ICL, London.
Koppelman, F., Saloman, I. and Proussaloglou, K.
(1991), ``Teleshopping or storeshopping? A
choice model for forecasting the use of new
telecommunications-based services'',
Environment and Planning B: Planning and
Design, Vol. 18, pp. 473-89.
Leyshon, A., Thrift, N. and Pratt, J. (1998),
``Reading financial services: texts, consumers
and financial literacy'', Environment and
Planning D: Society and Space, Vol. 16,
pp. 29-55.
Loudon, D.L. and Della Bitta, A.J. (1993),
Consumer Behavior: Concepts and
Applications, 4th ed., McGraw-Hill,
New York, NY.
Mehrabian, A. (1976), Public Places and Private
Spaces: The Psychology of Work, Play and
Living Environments, Basic Books,
New York, NY.
Miles, I. (1998), Home Informatics: Information
Technology and the Transformation of
Everyday Life, Pinter Publishers, London.
MORI (1996), Consumers' Attitudes to Home
Finance and Technology, MORI, London.
NOP (1997), Internet Usage in the Home, NOP,
London.
Robertson, T.S. (1971), Innovative Behaviour and
Communication, Holt, Reinhart and Winston,
New York, NY.
Saloman, I. and Koppelman, F.S. (1992),
``Teleshopping or going shopping? An
information acquisition perspective'',
Behaviour and Information Technology,
Vol. 11 No. 4, pp. 189-98.
Schiffman, L.G. and Kanuk, L.L. (1994) Consumer
Behaviour, 5th ed., Prentice-Hall, Englewood
Cliffs, NJ.
Witthaus, M. (1997), ``Supermarkets have banking
in store for us'', Precision Marketing,
18 August.
[ 121 ]
 This article has been cited by:

1. Yan Sun, Ian Davidson. 2015. Influential factors of online fraud occurrence in retailing banking sectors from a global
prospective. Information and Computer Security 23:1, 3-19. [Abstract] [Full Text] [PDF]
2. Charles Jebarajakirthy, Antonio Lobo. 2015. A study investigating attitudinal perceptions of microcredit services and their
relevant drivers in bottom of pyramid market segments. Journal of Retailing and Consumer Services 23, 39-48. [CrossRef]
3. Tina Suzanne Harrison, Okey Peter Onyia, Stephen K. Tagg. 2014. Towards a universal model of internet banking adoption:
initial conceptualization. International Journal of Bank Marketing 32:7, 647-687. [Abstract] [Full Text] [PDF]
4. Payam Hanafizadeh, Byron W. Keating, Hamid Reza Khedmatgozar. 2014. A systematic review of Internet banking adoption.
Telematics and Informatics 31, 492-510. [CrossRef]
5. Sukanlaya Sawang, Yuan Sun, Siti Aisyah Salim. 2014. It's not only what I think but what they think! The moderating effect
of social norms. Computers & Education 76, 182-189. [CrossRef]
6. Thakur Rakhi, Srivastava Mala. 2014. Adoption readiness, personal innovativeness, perceived risk and usage intention across
customer groups for mobile payment services in India. Internet Research 24:3, 369-392. [Abstract] [Full Text] [PDF]
7. Madhurima Deb, Ewuuk Lomo-David. 2014. An empirical examination of customers’ adoption of m-banking in India.
Marketing Intelligence & Planning 32:4, 475-494. [Abstract] [Full Text] [PDF]
8. M. Sadiq Sohail, Ibrahim M. Al-Jabri. 2014. Attitudes towards mobile banking: are there any differences between users and
non-users?. Behaviour & Information Technology 33, 335-344. [CrossRef]
9. Krishna Murari, Bindiya Tater. 2014. Employee's attitude towards adoption of IT-based banking services. Competitiveness
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)

Review 24:2, 107-118. [Abstract] [Full Text] [PDF]

10. Athanasios G Patsiotis, Don J Webber, Tim Hughes. 2013. Internet shopping and internet banking in sequence: An
explanatory case study. Journal of Financial Services Marketing 18, 285-300. [CrossRef]
11. Melih Kirlidog, Aygul Kaynak. 2013. Technology Acceptance Model and Determinants of Technology Rejection.
International Journal of Information Systems and Social Change 2:10.4018/jissc.20111001, 1-12. [CrossRef]
12. Afzaal H. Seyal, Mahbubur Rahim, Rodney Turner. 2013. Understanding the Behavioral Determinants of M-Banking
Adoption. Journal of Electronic Commerce in Organizations 9:10.4018/jeco.20111001, 22-47. [CrossRef]
13. Thanika Devi Juwaheer, Sharmila Pudaruth, Priyasha Ramdin. 2013. Factors influencing the adoption of internet banking: a
case study of commercial banks in Mauritius. World Journal of Science, Technology and Sustainable Development 9:3, 204-234.
[Abstract] [Full Text] [PDF]
14. Hyun Shik Yoon, Linsey M. Barker Steege. 2013. Development of a quantitative model of the impact of customers’ personality
and perceptions on Internet banking use. Computers in Human Behavior 29, 1133-1141. [CrossRef]
15. Sanaz Nikghadam Hojjati, Ali Reza Rabi. 2013. Effects of Iranian online behavior on the acceptance of internet banking.
Journal of Asia Business Studies 7:2, 123-139. [Abstract] [Full Text] [PDF]
16. Rakhi Thakur, Mala Srivastava. 2013. Customer usage intention of mobile commerce in India: an empirical study. Journal
of Indian Business Research 5:1, 52-72. [Abstract] [Full Text] [PDF]
17. Dimitrios Maditinos, Dimitrios Chatzoudes, Lazaros Sarigiannidis. 2013. An examination of the critical factors affecting
consumer acceptance of online banking. Journal of Systems and Information Technology 15:1, 97-116. [Abstract] [Full Text]
[PDF]
18. Santha Vaithilingam, Mahendhiran Nair, Balachandher Krishnan Guru. 2013. Do Trust and Security Matter for the
Development of M-banking? Evidence from a Developing Country. Journal of Asia-Pacific Business 14, 4-24. [CrossRef]
19. Muhammad Shakil Ahmad, Shahid Rashid, Ehtisham‐Ul‐Mujeeb. 2012. ECRM and customers: a case of Askari Commercial
Bank, Pakistan. Business Strategy Series 13:6, 323-330. [Abstract] [Full Text] [PDF]
20. Christer Strandberg, Olof Wahlberg, Peter Öhman. 2012. Challenges in serving the mass affluent segment: bank customer
perceptions of service quality. Managing Service Quality: An International Journal 22:4, 359-385. [Abstract] [Full Text] [PDF]
21. Alkis Thrassou, Demetris Vrontis, Nicos L. Kartakoullis, Thanos Kriemadis. 2012. Contemporary Marketing
Communications Framework for Football Clubs. Journal of Promotion Management 18, 278-305. [CrossRef]
22. M.M.M.A. Riffai, Kevin Grant, David Edgar. 2012. Big TAM in Oman: Exploring the promise of on-line banking, its
adoption by customers and the challenges of banking in Oman. International Journal of Information Management 32, 239-250.
[CrossRef]
23. Payam Hanafizadeh, Hamid Reza Khedmatgozar. 2012. The mediating role of the dimensions of the perceived risk in the effect
of customers’ awareness on the adoption of Internet banking in Iran. Electronic Commerce Research 12, 151-175. [CrossRef]
24. Okey Peter Onyia, Stephen K Tagg. 2012. Effects of demographic factors on bank customers’ attitudes and intention toward
Internet banking adoption in a major developing African country. Journal of Financial Services Marketing 16, 294-315.
[CrossRef]
 25. Wadie Nasri, Lanouar Charfeddine. 2012. Factors affecting the adoption of Internet banking in Tunisia: An integration theory
of acceptance model and theory of planned behavior. The Journal of High Technology Management Research 23, 1-14. [CrossRef]
26. Ding-Long Huang, Pei-Luen Patrick Rau, Gavriel Salvendy, Fei Gao, Jia Zhou. 2011. Factors affecting perception of
information security and their impacts on IT adoption and security practices. International Journal of Human-Computer
Studies 69, 870-883. [CrossRef]
27. Pedro Cruz, Tommi Laukkanen, Pablo Muñoz. 2011. Exploring the Factors Behind the Resistance to Mobile Banking in
Portugal. International Journal of E-Services and Mobile Applications 1:10.4018/ijesma.20091001, 16-35. [CrossRef]
28. Alkis Thrassou, Demetris Vrontis, Masaaki Kotabe. 2011. Towards a marketing communications model for small political
parties. Cross Cultural Management: An International Journal 18:3, 263-292. [Abstract] [Full Text] [PDF]
29. Sergios Dimitriadis, Athanasios Kouremenos, Nikolaos Kyrezis. 2011. Trust‐based segmentation. International Journal of
Bank Marketing 29:1, 5-31. [Abstract] [Full Text] [PDF]
30. Nana Owusu-Frimpong, Ogenyi Ejye Omar, Frederick Mmieh. 2011. An understanding of baby boomers' attitudes toward
financial services products in Ghana. Thunderbird International Business Review 53:10.1002/tie.v53.1, 69-78. [CrossRef]
31. Joaquín Aldás Manzano, Carlos Lassala Navarré, Carla Ruiz Mafé, Silvia Sanz Blas. 2011. Análisis de los factores determinantes
de la lealtad hacia los servicios bancarios online. Cuadernos de Economía y Dirección de la Empresa 14, 26-39. [CrossRef]
32. Lisa Wessels, Judy Drennan. 2010. An investigation of consumer acceptance of M‐banking. International Journal of Bank
Marketing 28:7, 547-568. [Abstract] [Full Text] [PDF]
33. Yung-Cheng Shen, Chun-Yao Huang, Chia-Hsien Chu, Chih-Ting Hsu. 2010. A benefit–cost perspective of the consumer
adoption of the mobile banking system. Behaviour & Information Technology 29, 497-511. [CrossRef]
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)

34. Arpita Khare, Anshuman Khare, Shveta Singh. 2010. Role of consumer personality in determining preference for online
banking in India. Journal of Database Marketing & Customer Strategy Management 17, 174-187. [CrossRef]
35. Nicole Koenig‐Lewis, Adrian Palmer, Alexander Moll. 2010. Predicting young consumers' take up of mobile banking services.
International Journal of Bank Marketing 28:5, 410-432. [Abstract] [Full Text] [PDF]
36. Hernan E. Riquelme, Rosa E. Rios. 2010. The moderating effect of gender in the adoption of mobile banking. International
Journal of Bank Marketing 28:5, 328-341. [Abstract] [Full Text] [PDF]
37. Pedro Cruz, Lineu Barretto Filgueiras Neto, Pablo Muñoz‐Gallego, Tommi Laukkanen. 2010. Mobile banking rollout in
emerging markets: evidence from Brazil. International Journal of Bank Marketing 28:5, 342-371. [Abstract] [Full Text] [PDF]
38. Joyce Wangui Gikandi, Chris Bloor. 2010. Adoption and effectiveness of electronic banking in Kenya. Electronic Commerce
Research and Applications 9, 277-282. [CrossRef]
39. Yael Steinhart, David Mazursky. 2010. Purchase availability and involvement antecedents among financial products.
International Journal of Bank Marketing 28:2, 113-135. [Abstract] [Full Text] [PDF]
40. Alkis Thrassou, Demetris Vrontis. 2009. A New Consumer Relationship Model: The Marketing Communications
Application. Journal of Promotion Management 15, 499-521. [CrossRef]
41. Marta Orviska, John Hudson. 2009. Dividing or uniting Europe? Internet usage in the EU. Information Economics and Policy
21, 279-290. [CrossRef]
42. Reeti Agarwal, Sanjay Rastogi, Ankit Mehrotra. 2009. Customers’ perspectives regarding e-banking in an emerging economy.
Journal of Retailing and Consumer Services 16, 340-351. [CrossRef]
43. Joaquín Aldás‐Manzano, Carlos Lassala‐Navarré, Carla Ruiz‐Mafé, Silvia Sanz‐Blas. 2009. Key drivers of internet banking
services use. Online Information Review 33:4, 672-695. [Abstract] [Full Text] [PDF]
44. Jan Muntermann. 2009. Towards ubiquitous information supply for individual investors: A decision support system design.
Decision Support Systems 47, 82-92. [CrossRef]
45. Tommi Laukkanen, Suvi Sinkkonen, Pekka Laukkanen. 2009. Communication strategies to overcome functional and
psychological resistance to Internet banking. International Journal of Information Management 29, 111-118. [CrossRef]
46. Hishamuddin Bin Ismail, Mohammad Fateh Ali Khan Panni. 2009. Factors Affecting Customer Retention Toward Internet
Banking in Malaysia. Journal of Information & Knowledge Management 08, 35-43. [CrossRef]
47. Sena Ozdemir, Paul Trott. 2009. Exploring the adoption of a service innovation: A study of Internet banking adopters and
non-adopters. Journal of Financial Services Marketing 13, 284-299. [CrossRef]
48. Eleni K. Kevork, Adam P. Vrechopoulos. 2009. CRM literature: conceptual and functional insights by keyword analysis.
Marketing Intelligence & Planning 27:1, 48-85. [Abstract] [Full Text] [PDF]
49. Sabah Abdullah Al-Somali, Roya Gholami, Ben Clegg. 2009. An investigation into the acceptance of online banking in Saudi
Arabia. Technovation 29, 130-141. [CrossRef]
50. Michal Polasik, Tomasz Piotr Wisniewski. 2009. Empirical analysis of internet banking adoption in Poland. International
Journal of Bank Marketing 27:1, 32-52. [Abstract] [Full Text] [PDF]
 51. Joaquín Aldás‐Manzano, Carlos Lassala‐Navarré, Carla Ruiz‐Mafé, Silvia Sanz‐Blas. 2009. The role of consumer
innovativeness and perceived risk in online banking usage. International Journal of Bank Marketing 27:1, 53-75. [Abstract]
[Full Text] [PDF]
52. Samar Mouakket. 2009. The effect of exogenous factors on the Technology Acceptance Model for online shopping in the
UAE. International Journal of Electronic Business 7, 491. [CrossRef]
53. Pekka Laukkanen, Suvi Sinkkonen, Tommi Laukkanen. 2008. Consumer resistance to internet banking: postponers,
opponents and rejectors. International Journal of Bank Marketing 26:6, 440-455. [Abstract] [Full Text] [PDF]
54. Ram N. Acharya, Albert Kagan, Srinivasa Rao Lingam. 2008. Online banking applications and community bank performance.
International Journal of Bank Marketing 26:6, 418-439. [Abstract] [Full Text] [PDF]
55. Tommi Laukkanen, Mika Pasanen. 2008. Mobile banking innovators and early adopters: How they differ from other online
users?. Journal of Financial Services Marketing 13, 86-94. [CrossRef]
56. Yi Cai, Yali Yang, Brenda Cude. 2008. Inconsistencies in US consumers' attitudes toward and use of electronic banking: An
empirical investigation. Journal of Financial Services Marketing 13, 150-163. [CrossRef]
57. Z Liao, W K Wong. 2008. The determinants of customer interactions with internet-enabled e-banking services. Journal of
the Operational Research Society 59, 1201-1210. [CrossRef]
58. Katariina Mäenpää, Sudhir H. Kale, Hannu Kuusela, Nina Mesiranta. 2008. Consumer perceptions of Internet banking in
Finland: The moderating role of familiarity. Journal of Retailing and Consumer Services 15, 266-276. [CrossRef]
59. Hanudin Amin. 2008. Factors affecting the intentions of customers in Malaysia to use mobile phone credit cards. Management
Research News 31:7, 493-503. [Abstract] [Full Text] [PDF]
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)

60. S. Ozdemir, P. Trott, A. Hoecht. 2008. Segmenting internet banking adopter and non‐adopters in the Turkish retail banking
sector. International Journal of Bank Marketing 26:4, 212-236. [Abstract] [Full Text] [PDF]
61. Spiros P Gounaris, Christos D Koritos. 2008. Using the extended innovation attributes framework and consumer personal
characteristics as predictors of internet banking adoption. Journal of Financial Services Marketing 13, 39-51. [CrossRef]
62. Kent Eriksson, Katri Kerem, Daniel Nilsson. 2008. The adoption of commercial innovations in the former Central and Eastern
European markets. International Journal of Bank Marketing 26:3, 154-169. [Abstract] [Full Text] [PDF]
63. Pingjun Jiang. 2008. Adopting mobile internet: a demographic and usage perspective. International Journal of Electronic
Business 6, 232. [CrossRef]
64. Jaume Gené Albesa. 2007. Interaction channel choice in a multichannel environment, an empirical study. International Journal
of Bank Marketing 25:7, 490-506. [Abstract] [Full Text] [PDF]
65. Hanudin Amin. 2007. An analysis of mobile credit card usage intentions. Information Management & Computer Security 15:4,
260-269. [Abstract] [Full Text] [PDF]
66. Tommi Laukkanen. 2007. Customer preferred channel attributes in multi‐channel electronic banking. International Journal
of Retail & Distribution Management 35:5, 393-412. [Abstract] [Full Text] [PDF]
67. Kathryn Waite, Tina Harrison. 2007. Internet archaeology: uncovering pension sector web site evolution. Internet Research
17:2, 180-195. [Abstract] [Full Text] [PDF]
68. José Mauro C. Hernandez, José Afonso Mazzon. 2007. Adoption of internet banking: proposition and implementation of an
integrated methodology approach. International Journal of Bank Marketing 25:2, 72-88. [Abstract] [Full Text] [PDF]
69. Mario Martínez Guerrero, José Manuel Ortega Egea, María Victoria Román González. 2007. Application of the latent class
regression methodology to the analysis of Internet use for banking transactions in the European Union. Journal of Business
Research 60, 137-145. [CrossRef]
70. Carlos Flavián, Miguel Guinalíu, Eduardo Torres. 2006. How bricks‐and‐mortar attributes affect online banking adoption.
International Journal of Bank Marketing 24:6, 406-423. [Abstract] [Full Text] [PDF]
71. Martin Fraering, Michael S. Minor. 2006. Sense of community: an exploratory study of US consumers of financial services.
International Journal of Bank Marketing 24:5, 284-306. [Abstract] [Full Text] [PDF]
72. Kristina Heinonen. 2006. Temporal and spatial e‐service value. International Journal of Service Industry Management 17:4,
380-400. [Abstract] [Full Text] [PDF]
73. Katariina Mäenpää, Antti Kanto, Hannu Kuusela, Pallab Paul. 2006. More hedonic versus less hedonic consumption behaviour
in advanced internet bank services. Journal of Financial Services Marketing 11, 4-16. [CrossRef]
74. Katariina Mäenpää. 2006. Clustering the consumers on the basis of their perceptions of the Internet banking services. Internet
Research 16:3, 304-322. [Abstract] [Full Text] [PDF]
75. Kari Pikkarainen, Tero Pikkarainen, Heikki Karjaluoto, Seppo Pahnila. 2006. The measurement of end‐user computing
satisfaction of online banking services: empirical evidence from Finland. International Journal of Bank Marketing 24:3,
158-172. [Abstract] [Full Text] [PDF]
 76. Jo Ann M. Duffy, John M. Miller, James B. Bexley. 2006. Banking customers' varied reactions to service recovery strategies.
International Journal of Bank Marketing 24:2, 112-132. [Abstract] [Full Text] [PDF]
77. Sylvie Laforet, Xiaoyan Li. 2005. Consumers’ attitudes towards online and mobile banking in China. International Journal
of Bank Marketing 23:5, 362-380. [Abstract] [Full Text] [PDF]
78. Wendy W.N. Wan, Chung‐Leung Luk, Cheris W.C. Chow. 2005. Customers' adoption of banking channels in Hong Kong.
International Journal of Bank Marketing 23:3, 255-272. [Abstract] [Full Text] [PDF]
79. Kent Eriksson, Katri Kerem, Daniel Nilsson. 2005. Customer acceptance of internet banking in Estonia. International Journal
of Bank Marketing 23:2, 200-216. [Abstract] [Full Text] [PDF]
80. Adrienne Curry, Susan Penman. 2004. The relative importance of technology in enhancing customer relationships in banking
– a Scottish perspective. Managing Service Quality: An International Journal 14:4, 331-341. [Abstract] [Full Text] [PDF]
81. Carlos Flavián, Eduardo Torres, Miguel Guinalíu. 2004. Corporate image measurement. International Journal of Bank
Marketing 22:5, 366-384. [Abstract] [Full Text] [PDF]
82. Ya‐Yueh Shih, Kwoting Fang. 2004. The use of a decomposed theory of planned behavior to study Internet banking in
Taiwan. Internet Research 14:3, 213-223. [Abstract] [Full Text] [PDF]
83. Tero Pikkarainen, Kari Pikkarainen, Heikki Karjaluoto, Seppo Pahnila. 2004. Consumer acceptance of online banking: an
extension of the technology acceptance model. Internet Research 14:3, 224-235. [Abstract] [Full Text] [PDF]
84. Jane M. Kolodinsky, Jeanne M. Hogarth, Marianne A. Hilgert. 2004. The adoption of electronic banking technologies by
US consumers. International Journal of Bank Marketing 22:4, 238-259. [Abstract] [Full Text] [PDF]
85. Serkan Akinci, Şafak Aksoy, Eda Atilgan. 2004. Adoption of Internet banking among sophisticated consumer segments in
Downloaded by University of Strathclyde At 08:22 12 March 2015 (PT)

an advanced developing country. International Journal of Bank Marketing 22:3, 212-232. [Abstract] [Full Text] [PDF]
86. Ong Hway‐Boon, Cheng Ming Yu. 2003. Success factors in e‐channels: the Malaysian banking scenario. International Journal
of Bank Marketing 21:6/7, 369-377. [Abstract] [Full Text] [PDF]
87. Tim Hughes. 2003. Marketing Challenges in E-Banking: Standalone or Integrated?. Journal of Marketing Management 19,
1067-1085. [CrossRef]
88. Afzaal H. Seyal, Mahbubur Rahim, Rodney TurnerUnderstanding the Behavioral Determinants of M-Banking Adoption
225-251. [CrossRef]
89. Reza Mojtahed, Guo Chao PengPractically Applying the Technology Acceptance Model in Information Systems Research
58-80. [CrossRef]
90. Sujana Adapa, Fredy-Roberto ValenzuelaCase Study on Customer’s Ambidextrous Nature of Trust in Internet Banking
206-229. [CrossRef]
91. Sujana AdapaGlobal E-Banking Trends 1-16. [CrossRef]
92. Perceived Benefits and Barriers of ICT Adoption among SMEs 239-256. [CrossRef]
93. Melih Kirlidog, Aygul KaynakTechnology Acceptance Model and Determinants of Technology Rejection 226-238. [CrossRef]
94. Technological Advancements Usage 274-293. [CrossRef]
95. Pedro Cruz, Tommi Laukkanen, Pablo MuñozExploring the Factors Behind the Resistance to Mobile Banking in Portugal
200-218. [CrossRef]
96. M. Makris, V. Koumaras, H. Koumaras, A.Konstantopoulou, S. Konidis, S. KostakisQuantifying Factors Influencing the
Adoption of Internet Banking Services in Greece 24-37. [CrossRef]

View publication stats