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Customers' adoption of banking channels in Hong Kong

Wendy W.N. Wan (Department of Psychology, Bond University, Gold Coast, Australia)
Chung‐Leung Luk (Department of Marketing, City University of Hong Kong, Hong Kong, China)
Cheris W.C. Chow (Department of Marketing, City University of Hong Kong, Hong Kong, China)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 May 2005

10110

Abstract

Purpose

The study sought to investigate factors that influenced Hong Kong bank customers’ adoption of four major banking channels, i.e. branch banking, ATM, telephone banking, and internet banking. Specifically, it aimed to focus on the influences of demographic variables and psychological beliefs about the positive attributes possessed by the channels.

Design/methodology/approach

Based on extant literature on bank marketing and interviews with ten bank managers in Hong Kong, a questionnaire was designed. Then, in a large‐scale survey by means of mall‐intercept and telephone interviews, we successfully obtained data from 314 bank customers.

Findings

Overall, ATM was the most frequently adopted channel, followed by internet banking and branch banking, and telephone banking was the least frequently adopted channel. Psychological beliefs about the extent to which a channel possessed certain positive attributes were more predictive of adoptions of ATM and internet banking than adoptions of branch banking and telephone banking. Demographic backgrounds were strongly associated with adoption of all banking channels except ATM. A major research implication is that the theory of reasoned action is less applicable when a behavior is habitual, such as the adoptions of branch banking and telephone banking.

Research limitations/implications

The managerial implications are that telephone banking can be gradually phased out, whereas internet banking is becoming the dominant channel in the future. For branch banking, different marketing strategies should be adopted for those who are financially and cognitively less resourceful, and those who are wealthier but higher time cost.

Originality/value

The value of the study for bank managers is that it provides an updated account of the banking behaviors of Hong Kong bank customers.

Keywords

Citation

Wan, W.W.N., Luk, C. and Chow, C.W.C. (2005), "Customers' adoption of banking channels in Hong Kong", International Journal of Bank Marketing, Vol. 23 No. 3, pp. 255-272. https://doi.org/10.1108/02652320510591711

Publisher

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Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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