OKUMUŞ, Abdullah İstanbul Üniversitesi - İşletme Fakültesi, Turkey , BOZBAY, Zehra İstanbul Üniversitesi - İşletme Fakültesi, Turkey , DAĞLI, Recep Murat

ANALYZING BANK CUSTOMERS’ ATTITUDES TOWARDS INTERNET BANKING

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In recent years, the banking sector is witnessing a dramatic change by increasing usage of internet banking in Turkey. Dynamic structure and intense competition in retail markets increase the need for banks to use strategies focused on internet banking services. This research aims to determine customer attitudes towards internet banking and then to segment bank customers according to their attitudes. In the research each segment was profiled in terms of attitudes towards internet banking and demographic characteristics. Data was collected from a sample of 232 bank customers. Cluster analysis and Chi-square tests were used in order to segment and identify bank customers. This study revealed that bank has three different groups of customers based on their attitudes towards internet banking namely the users of internet banking, close to the internet banking and far to the internet banking customer groups that have different demographic characteristics; bank and internet usage patterns.

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Internet Banking , Consumer Attitudes , Market Segmentation , Cluster Analysis

Erciyes University Journal Of Economics an‎d Administrative Sciences

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