2006 Awards for Excellence
The following article was selected for this years Outstanding Paper Award for
International Journal of Bank Marketing
"Customer acceptance of internet banking in Estonia"
Kent ErikssonThe Royal Institute of Technology KTH, Stockholm, Sweden
Katri KeremTallinn Technica-l University, Tallinn, Estonia
Daniel NilssonStockholm School of Economics, Stockholm, Sweden
Purpose The purpose of this paper is to study technology acceptance of internet banking in Estonia, an emerging east European economy.
Design/methodology/approach The present paper modifies the technology acceptance model and applies it to bank customers in Estonia, because Estonia, a country with a developing economy, has focused on internet banking as an important distribution channel.
Findings The findings suggest that internet bank use increases insofar as customers perceive it as useful. The perceived usefulness is central because it determines whether the perceived ease of internet bank use will lead to increased use of the internet bank. Put differently, a well-designed and easy to use internet bank may not be used if it is not perceived as useful. We thus conclude that the perceived usefulness of internet banking is, for banks, a key construct for promoting customer use. We also suggest that models of technology acceptance should be reformulated to focus more on the key role of the perceived usefulness of the service embedded in the technology.
Research limitations/implications Implications for banks are that they need to put much effort not only into making a user-friendly internet bank,but also into explaining to their customers how the internet bank is useful to them.
Originality/value Contributes to the literature on internet banking in an East European economy.
Keywords Banks, Estonia, Financial services, Internet, Relationship marketing www.emeraldinsight.com/10.1108/02652320510584412
This article originally appeared in Volume 23 Number 2, 2005 International Journal of Bank Marketing
The following article was selected for this years Highly Commended Award
"The relationship between consumer innovativeness, personal characteristics, and online banking adoption"
Walfried M. LassarChris ManolisSharon S. Lassar
This article originally appeared in Volume 23 Number 2, 2005 International Journal of Bank Marketing
"Beyond satisfaction: customer attachment to retail banks"
Abdullah AldlaiganFrancis Buttle
This article originally appeared in Volume 23 Number 4, 2005 International Journal of Bank Marketing
