FACTORS THAT ENCOURAGE AND DISCOURAGE THE ADOPTION OF ONLINE BANKING IN ISRAEL AND THEIR EFFECT ON CUSTOMER SATISFACTION, FROM THE POINT OF VIEW OF BANK MANAGERS
FACTORS THAT ENCOURAGE AND DISCOURAGE THE ADOPTION OF ONLINE BANKING IN ISRAEL AND THEIR EFFECT ON CUSTOMER SATISFACTION, FROM THE POINT OF VIEW OF BANK MANAGERS

Summary/Abstract: The technological revolution has moved the provision of banking services from the branch to the Internet and, due to growing competition, focused the banks’ attention on customer satisfaction and the factors influencing it. The purpose of this article is to examine – from the perspective of bank managers – the factors that encourage or discourage the adoption of online banking services in Israel and their effect on customer satisfaction. Although the topic of adopting online banking services and categorizing relevant factors as either encouraging or discouraging has been studied before, such research has never been conducted in Israel and never from the bank managers’ point of view. The data for this research was obtained by means of semi-structured interviews with bank managers employed in the innovation and digital divisions of two of Israel’s leading banks. The findings revealed connections between encouraging and discouraging factors in adopting online banking in Israel, perceived value and brand perception of online banking, service quality and customer satisfaction.

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