This study follows up a study examining the effectiveness of Internet marketing, which found that only 22.6 per cent of respondents banked online. This study aims to determine respondents' reasons for not banking online, and to develop strategies for banks to get people banking online. A sample of 369 consumers was drawn from two universities in Kwazulu‐Natal. Universities were chosen because they are an untapped e‐commerce market segment. Employees at universities fit the profile of typical Internet users. Data were collected using a Web‐based questionnaire. Statistical analysis revealed that more males used Internet banking than females. Automated telling machine usage was far greater than Internet banking usage. A large percentage of Internet bankers used the service for inter‐account transfers and checking balances/statements. Security was the prime issue for those not banking online. Potential customers wanted guaranteed safety and loyalty rewards to get them to bank online. Internet banking has the potential to grow amongst tertiary institution employees.
Emerald Group Publishing Limited
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