Consumer perceptions of Internet banking in Finland: The moderating role of familiarity

Katariina Mäenpää*, Sudhir H. Kale, Hannu Kuusela, Nina Mesiranta

*Corresponding author for this work

Research output: Contribution to journalArticleResearchpeer-review

44 Citations (Scopus)
119 Downloads (Pure)

Abstract

Previous research on Internet banking (IB) has mostly been confined to the adoption of online banking services. Now that IB has millions of active users worldwide, it is time to shift the research focus to the perceptions and experiences of IB users. This article examines the moderating role of familiarity, i.e. the amount of accumulated IB experience, in consumer perceptions of IB. A survey of 300 active users of IB in Finland revealed that level of IB familiarity impacted four out of seven service dimensions explored in the research. These findings may provide useful guidelines for developing Internet bank services and for marketing Internet banking.

Original languageEnglish
Pages (from-to)266-276
Number of pages11
JournalJournal of Retailing and Consumer Services
Volume15
Issue number4
DOIs
Publication statusPublished - Jul 2008

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