In search of the Internet‐banking customer: Exploring the use of decision styles

The focus on new technologies in service situations is growing and is of particular importance in financial‐services contexts. It is argued that there is mutuality of benefit for both bank and customer through the adoption of self‐service technologies (SSTs), of which e‐banking is but one example. Having established problems in the use of conventional segmentation methods, this paper reports on a study into Internet banking that focuses on the extent to which 480 retail‐bank customers can be clustered according to an adapted decision‐making framework. How such clusters can help influence the adoption of the Internet‐banking interface is explored. Findings show an encouraging match between the four sample clusters identified from the case bank and the a priori classification of decision styles. This raises opportunities for the case bank's marketing strategy in terms of offering greater insight into the motivations for the adoption of e‐banking solutions within the customer base. High levels of Internet use at work are seen to positively influence e‐banking registration.