Online banking information: what we want and what we get

Abstract

This paper reports on young adults’ expectations and perceptions of online retail banking information. A combination of qualitative and quantitative research was used. Focus groups proved valuable in eliciting criteria grounded in the experience of users of bank Web sites. The subsequent questionnaire survey allowed the measurement of gaps between perceptions and expectations. The results indicate that respondents expect bank Web sites to be easy to use and to provide them with basic account/product details. These features are valued more than the technological aspects. Yet, perceptions of actual information provision differ. While basic account and price information is perceived to be provided, certain features are perceived to be less prevalent, rendering bank Web sites ineffective at aiding consumer decision making. The research questions the role of the Internet in information provision and suggests how banks can improve their Web sites to assist consumer decision making.

Citation

Waite, K. and Harrison, T. (2004), "Online banking information: what we want and what we get", Qualitative Market Research, Vol. 7 No. 1, pp. 67-79. https://doi.org/10.1108/13522750410512895