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Demographic influences on behaviour An update to the adoption of bank delivery channels

Demographic influences on behaviour An update to the adoption of bank delivery channels Purpose – The purpose of this paper is to examine how demographic characteristics contribute to consumers' decision on bank delivery channels' usage, namely the direct and indirect demographic influence on channel usage frequency via cognitive and affective mediators. Design/methodology/approach – The consumer usage frequency pattern concerning the main bank delivery channels and its determinants are modelled and analysed with a questionnaire sent to 24,000 bank customers. This stage was preceded by a series of in‐depth interviews to bank managers and bank customers. Findings – Empirical evidence suggests that demographic variables' influence over consumers' usage frequency decision has both a direct and indirect component. These influences are identified by delivery channel. Research limitations/implications – The main limitation derives from the nature of empirical results and their generalization to other samples and contexts. Nevertheless, precautions recommended in the literature to overcome this limitation were followed. Practical implications – Bank managers will benefit from knowing, by channel, which demographic characteristics have the desired direct and indirect impact on usage frequency. This information will improve bank managers' efforts to encourage customers to favour a specific delivery channel. Originality/value – In the literature, only the direct influence of demographics is compared to the innovation attributes in order to explain the innovation adoption decision. By clarifying the impact of demographic variables, the paper provides a more robust perception on their role as determinants of the bank delivery channels' usage. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Demographic influences on behaviour An update to the adoption of bank delivery channels

International Journal of Bank Marketing , Volume 26 (4): 23 – Jun 13, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652320810884786
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine how demographic characteristics contribute to consumers' decision on bank delivery channels' usage, namely the direct and indirect demographic influence on channel usage frequency via cognitive and affective mediators. Design/methodology/approach – The consumer usage frequency pattern concerning the main bank delivery channels and its determinants are modelled and analysed with a questionnaire sent to 24,000 bank customers. This stage was preceded by a series of in‐depth interviews to bank managers and bank customers. Findings – Empirical evidence suggests that demographic variables' influence over consumers' usage frequency decision has both a direct and indirect component. These influences are identified by delivery channel. Research limitations/implications – The main limitation derives from the nature of empirical results and their generalization to other samples and contexts. Nevertheless, precautions recommended in the literature to overcome this limitation were followed. Practical implications – Bank managers will benefit from knowing, by channel, which demographic characteristics have the desired direct and indirect impact on usage frequency. This information will improve bank managers' efforts to encourage customers to favour a specific delivery channel. Originality/value – In the literature, only the direct influence of demographics is compared to the innovation attributes in order to explain the innovation adoption decision. By clarifying the impact of demographic variables, the paper provides a more robust perception on their role as determinants of the bank delivery channels' usage.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jun 13, 2008

Keywords: Consumer behaviour; Financial services; Electronic funds transfer systems; Innovation; Demographics

References