CHALLENGES OF INTERNET BANKING ADOPTION AND MARKETING AMONG BANKS’ CLIENTS IN LATVIA
Journal Title: VADYBA - Year 2010, Vol 17, Issue 1
Abstract
Research purpose is to identify challenges of internet banking adoption and marketing among banks’ clients in Latvia. Authors as main problem identifies lack of knowledge regarding challenges influencing adoption of internet banking among banks clients in Latvia and challenges of marketing within internet bank. Relevance of research is supported by development of information and communication technologies that provides new opportunities for banking and marketing. There have been paid a lot of attention to different subject in the context of internet banking adoption and marketing. Since quality of internet banking system determines its success authors recognized this subject as area that needs additional investigation especially in Latvia. Authors also recognized marketing possibilities provided by internet banking environment. Since success of marketing management depends on available information then every possibility to acquire information in the efficient way (fast, low costs, etc.) should be considered as important. Since internet banking environment can be used for marketing research and particularly for customers’ surveys then authors have decided to identify customers’ willingness to fill survey questionnaire in the internet bank. Research results revealed that internet banking users are satisfied with the content, accuracy, format, ease of use and timeliness of internet bank then authors do not identify system’s quality as challenge of internet banking adoption. Research results also revealed lack of willingness to fill survey questionnaire by customers within internet bank. It could be eliminated by informing respondents about importance of survey as well as stimulate them with possibility to win a prize. Violation of customers’ privacy cannot be seen as factor that hinders customer to participate in a survey. Research methods used: literature review, survey methods, descriptive statistics, factor analysis.
Authors and Affiliations
Hermanis Rullis, Biruta Sloka
Keywords
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