Adopters and non-adopters of Internet banking: A segmentation study

Abstract

Purpose – This study examines Internet banking adoption and resistance behaviour in Greece in order to develop profiles of adopters and non-adopters of the service. The aim is to illustrate customers’ resistance behaviour towards Internet banking. Existing research does not explain resistance behaviour, since it does not clearly distinguish non-adoption from resistance. Consequently, it has not recognized the different types of non-adoption. Design/methodology/approach – A measuring instrument was developed and utilized in a survey of a convenience sample of 1,200 customers. The derived dimensionality of the relevant perceptual variables was used to explore the existence of different customer segments through cluster analysis. Findings – Three segments were identified, where the description of their profiles is based on customer perceptions of the service and general usage data. Across these segments adopters and non-adopters were found to have different characteristics. With regard to demographics, only income was found to be associated with segment membership. Research limitations/implications – Perceptual and usage variables are useful in market segmentation. The results also suggest the possible existence of sub-groups within each segment characterized by different aspects of resistance behaviour. Further research could identify and explore their potential and study non-adopter behaviour. Practical implications – The managerial implications of the new evidence offered by this study are discussed. Originality/value – The customer segments identified in this study are based on new links found between the factors that drive diffusion and resistance to diffusion and general usage data. Non-adopters across the segments resist for different reasons. This has implications for the targeting of campaigns.

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