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Cited by 85Technology Adoption and User BehaviourCustomer Service Quality and LoyaltyHealth, Technology, Consumer Behavior

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Adopters and non-adopters of Internet banking: A segmentation study

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Patsiotis, Athanasios G., Hughes, Tim, Webber, Don J.·2012·International Journal of Bank Marketing
DOI 10.1108/02652321211195686
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Abstract

Purpose: This study examines internet banking adoption and resistance behaviour in Greece in order to develop profiles of adopters and non‐adopters of the service. The aim is to illustrate customers' resistance behaviour towards internet banking. The existing research does not explain resistance behaviour, since it does not clearly distinguish non‐adoption from resistance. Consequently, it has not recognised the different types of non‐adoption. Design/methodology/approach: A measuring instrument was developed and utilised in a survey of a convenience sample of 1,200 customers. The derived dimensionality of the relevant perceptual variables was used to explore the existence of different customer segments through cluster analysis. Findings: Three segments were identified, where the description of their profiles is based on customer perceptions of the service and general usage data. Across these segments adopters and non‐adopters were found to have different characteristics. With regard to demographics, only income was found to be associated with segment membership. Research limitations/implications: Perceptual and usage variables are useful in market segmentation. The results also suggest the possible existence of sub‐groups within each segment characterised by different aspects of resistance behaviour. Further research could identify and explore their potential and study non‐adopter behaviour. Practical implications: Service providers should target users and non‐users across the segments differently. While the users identified require different retention policies, the resistance or non‐resistance observed in non‐users suggest the proper management of delay and rejection behaviours. Originality/value: The customer segments identified in this study are based on new links found between the factors that drive diffusion and resistance to diffusion and general usage data. Non‐adopters across the segments resist for different reasons, or not resist.

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Metadata

Authors
Patsiotis, A. G., Hughes, T., & Webber, D. J.
Affiliations
  • The American College of Greece (GR)
  • University of the West of England (GB)
  • Auckland University of Technology (NZ)
ORCID
Venue
International Journal of Bank Marketing
Publisher
Emerald
Published
2012-01-27
Volume
30
Issue
1
Pages
20-42
ISSN
0265-2323 (ISSN-L)
DOI
10.1108/02652321211195686
OpenAlex
W2052392449
Cited by
85
References
3
Citations by year
2025: 2 · 2024: 10 · 2023: 3 · 2022: 5 · 2021: 9 · 2020: 6 · 2019: 6 · 2018: 8 · 2017: 4 · 2016: 5 · 2015: 10 · 2014: 3 · 2013: 12 · 2012: 2
FWCI
17.64
Type
journal article
Language
en
Open access
Licence
Locations
  • International Journal of Bank Marketing (publishedVersion)
  • UWE Research Repository (UWE Bristol) (submittedVersion, cc-by)
Topics
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
  • Health Sciences › Health Professions › Health Information Management › Health, Technology, Consumer Behavior
Keywords
internet banking, technology adoption, non-adopters, customer segmentation, consumer profile, diffusion of innovations, consumer perception, Greece

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