Bricks-to-Clicks: Customer Adoption of Internet banking Services

The rapid development of Internet and electronic business has stimulated the banks to encourage customers to bank online. The Internet banking services provide distinct advantages for all the parties involved. The banks can reduce their costs and widen their market, whereas the users enjoy direct access to a wide range of services and can transact virtually at any time. In the last two decades, industrial and service sectors, which occupy pivotal position in global economy, have witnessed a rapid shift owing to the pressure of some forces affecting the marketing environment. A major force behind these developments is technology, which is expanding horizons for businesses worldwide. Technology continues to make a dramatic and profound impact on service sector and radically shapes how services are delivered. The proliferation of, and rapid advances in, technology-based systems are leading to fundamental changes in how companies interact with customers.