Reasons barring customers from using Internet banking: A means-end approach

The most recent delivery channel introduced for financial services is Internet or online banking. When compared to other payment channels, Internet has seen to offer many advantages both for banks and for customers. However, only a small minority of Iranian banks’ customers are Internet banking users. The purpose of this paper is to find the reasons which bar Iranian customer from using this service. The special interest is to find reasons which bar computer and Internet literate bank customers from using Internet bill payment service and connect those reasons to values of individuals. In order to achieve this objective, the staffs (47 people) of and Iranian SME working in the field of IT who were all customers of an Iranian bank which offers Internet banking were interviewed in-depth using means-end approach and laddering interviewing technique. The results show that several reasons connected with different values bar computer and Internet literate bank customers from using this service. Convenience, trust, and efficiency were values lacked the most in the mind of these customers.

Keywords:

Internet banking , Means-end , Laddering , Consumer behavior