Managing adoption barriers in integrated banking services

Abstract

Purpose

Service organizations such as retail banks are attempting to increase their customers' lifetime value through the introduction of service innovations such as integrated banking. To date, these efforts have met with mixed success. This research proposes that strategic consideration of barriers to adoption can significantly alter and enhance the effectiveness of segmentation and communication efforts for service innovations.

Design/methodology/approach

The paper utilizes a latent class regression with concomitant variables on a large‐scale multinational consumer survey (n=2,702).

Findings

The results demonstrate that incorporating barriers to adoption significantly alters the segments into which customers are classified, resulting in improved model fit and out‐of‐sample prediction.

Originality/value

Future innovations will present other types of barrier. The authors show here that marketers can benefit from managing perceived barriers instead of directly analyzing consumer demographics.

Citation

Lee, J., Morrin, M. and Lee, J. (2009), "Managing adoption barriers in integrated banking services", Journal of Services Marketing, Vol. 23 No. 7, pp. 508-516. https://doi.org/10.1108/08876040910995293