Segmenting bank customers by resistance to mobile banking
by Tommi Laukkanen, Suvi Sinkkonen, Pekka Laukkanen, Marke Kivijarvi
International Journal of Mobile Communications (IJMC), Vol. 6, No. 3, 2008

Abstract: The objective of the study is to explore bank customers' varying reasons for resisting mobile banking services. Before being adopted, all innovations face various types of resistance that may paralyse customers' desire to adopt an innovation. Following Ram and Sheth (1989), resistance was measured with five barriers, namely, usage barrier, value barrier, risk barrier, tradition barrier and image barrier. An internet questionnaire was developed and 1,540 responses from the non-users of mobile banking were collected. The results of the cluster analysis showed that different bank customers do indeed have different reasons for resisting mobile banking. The study provides academics and bank managers with an enhanced understanding of the different reasons inhibiting mobile banking adoption and the consumer demographics that determine such resistance.

Online publication date: Thu, 13-Mar-2008

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Mobile Communications (IJMC):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com