D.B.A. Baker College (Michigan), 2014.
Specialization: Banking; Information Technology
Why customers use or do not use internet banking: A case study of a community bank
118 pages. UMI #: 3615804
Citation, Abstract & Full text in ProQuest Dissertations & Theses Database
The banking industry is being challenged by shareholders and consumers to provide its products in the most efficient manner, provide good customer service, and earn a fair profit. Although the infrastructure is in place to serve most customers through Internet banking, the number of customers using this channel is less than expected. The purpose of this case study was to identify why customers use or do not use Internet banking. The study was based on the technology acceptance model (TAM), which predicts that perceived ease of use and attitude toward a system increases the likelihood of using a resource like Internet banking. Research questions addressed why customers of XYZ Community Bank use or do not use Internet banking and also the effect of trust on the bank's ability to assure privacy and security of a customer's data. The sample consisted of five employees, 10 Internet banking users, and 10 non-Internet banking users. The results provided strong evidence that convenience and accessibility are important items in regard to use of Internet banking. Other themes included fear of having private information compromised if Internet banking were used, the importance of a seminar on Internet banking for users and potential users of Internet banking, trust of the bank's security system for data security, and the bank's effectively communicating its security measures to customers. This study provides a greater understanding of XYZ Community Bank's customers' behavior regarding Internet banking. The study contributes to a gap in the literature about the value of Internet banking to community banks of similar size and demographics as XYZ Community Bank.