Electronic commerce opportunities for improving corporate customer support in banking in Greece

Banking, one of the most information intensive sectors, is an ideal domain for the successful development of e‐commerce. The present exploratory study focuses on e‐commerce opportunities for improving corporate customer services in the Greek banking sector. It reports on a survey of 11 marketing and information systems managers from five major Greek banks. The results indicate that the potential of e‐commerce ranges from simple applications, such as giving information about services, to more sophisticated ones that involve customers in services design and customisation. Suitable management actions are proposed to Greek banks in order to fully benefit from the Internet.