The youth market for internet banking services: perceptions, attitude and behaviour

The youth market for internet banking services: perceptions, attitude and behaviour Purpose – This paper aims to investigate the perceptions, attitudes and behaviour of the youth market for internet banking services (IBS). Design/methodology/approach – A survey was carried out to acquire data from 164 respondents. The respondents were competent computer users and studying for a degree at a university. Three additional in‐depth interviews were subsequently carried out on interesting cases. Findings – The authors find that young people (age 16‐29) have more positive attitudes and behavioural intentions towards using IBS than other user‐groups. It has also confirmed that there is a positive impact of IBS quality on satisfaction and loyalty. Research limitations/implications – The study focused on an isolated convenience sample of university students in the UK. The findings might not therefore have worldwide significance despite a large proportion of the students were international and from a good representation of minority ethic groups. Originality/value – The research focused on a specific segment of the internet banking services market – younger students at a UK university. The findings are useful for bank services marketing as the young are likely to become the most important segment of users as the worldwide web and banking services become more advanced in the future. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

The youth market for internet banking services: perceptions, attitude and behaviour

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
D.O.I.
10.1108/08876041011017880
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to investigate the perceptions, attitudes and behaviour of the youth market for internet banking services (IBS). Design/methodology/approach – A survey was carried out to acquire data from 164 respondents. The respondents were competent computer users and studying for a degree at a university. Three additional in‐depth interviews were subsequently carried out on interesting cases. Findings – The authors find that young people (age 16‐29) have more positive attitudes and behavioural intentions towards using IBS than other user‐groups. It has also confirmed that there is a positive impact of IBS quality on satisfaction and loyalty. Research limitations/implications – The study focused on an isolated convenience sample of university students in the UK. The findings might not therefore have worldwide significance despite a large proportion of the students were international and from a good representation of minority ethic groups. Originality/value – The research focused on a specific segment of the internet banking services market – younger students at a UK university. The findings are useful for bank services marketing as the young are likely to become the most important segment of users as the worldwide web and banking services become more advanced in the future.

Journal

Journal of Services MarketingEmerald Publishing

Published: Feb 23, 2010

Keywords: Virtual banking; United Kingdom; Customer satisfaction; Customer services quality; Market segmentation; Young adults

References

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