The purpose of this paper is to examine how demographic characteristics contribute to consumers' decision on bank delivery channels' usage, namely the direct and indirect demographic influence on channel usage frequency via cognitive and affective mediators.
The consumer usage frequency pattern concerning the main bank delivery channels and its determinants are modelled and analysed with a questionnaire sent to 24,000 bank customers. This stage was preceded by a series of in‐depth interviews to bank managers and bank customers.
Empirical evidence suggests that demographic variables' influence over consumers' usage frequency decision has both a direct and indirect component. These influences are identified by delivery channel.
The main limitation derives from the nature of empirical results and their generalization to other samples and contexts. Nevertheless, precautions recommended in the literature to overcome this limitation were followed.
Bank managers will benefit from knowing, by channel, which demographic characteristics have the desired direct and indirect impact on usage frequency. This information will improve bank managers' efforts to encourage customers to favour a specific delivery channel.
In the literature, only the direct influence of demographics is compared to the innovation attributes in order to explain the innovation adoption decision. By clarifying the impact of demographic variables, the paper provides a more robust perception on their role as determinants of the bank delivery channels' usage.
Branca, A.S. (2008), "Demographic influences on behaviour: An update to the adoption of bank delivery channels", International Journal of Bank Marketing, Vol. 26 No. 4, pp. 237-259. https://doi.org/10.1108/02652320810884786
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