Internet banking versus other banking channels: Young consumers’ view

This study examines how young consumers perceive Internet banking in relation to other six banking channels and shows that Internet banking is considered to be efficient for ease of use and access and that the users of Internet banking lack confidence in the security of the web sites of Internet Banking.

Abstract

Financial institutions offer new banking channels to their customers, as technology adds new dimensions to the classic banking systems. One of the most popular self-service banking technologies is Internet banking. This study examines how young consumers perceive Internet banking in relation to other six banking channels (brick and mortar, automated teller machine (ATM), phone banking, wireless application protocol (WAP), electronic fund transfer at point of sale (EFTPOS), and bank branches in stores). Correspondence analysis and cluster analysis revealed the banking channels that are close with Internet banking. The results indicate that Internet banking, ATM, and phone banking substitute each other. The results also show that Internet banking is considered to be efficient for ease of use and access, and that the users of Internet banking lack confidence in the security of the web sites of Internet banking. The article concludes with a discussion of implications, limitations, and directions for future research.