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Using conjoint analysis to design internet banking services

  • Purpose – This thesis aims to investigate the impact of security, inquiry response time, type of bank, access and product diversity attributes on customer preference for internet banking services. It intends to understand the underlying logic behind how customers make their preferences. Design/methodology/approach – Conjoint analysis was employed to investigate the attributes used in this study. Current attributes were selected after a comprehen- sive literature review on factors affecting internet banking services. Using different combinations of the respective levels of the attributes, 16 profiles were created through orthogonal design and respondents were asked to evaluate each profile. Data from a sample of 196 respondents were analyzed to reach findings. Findings – Security was found to be the most important attribute affecting internet banking preference. Even though it might be less convenient, respondents tend to prefer higher security levels. Security attribute was followed by type of bank, ac- cess, inquiry response time and diversity of products respectively. The relative im- portance of each attribute and utility of attribute levels are presented in the results. Practical implications – Internet banking is a major channel in the distribution of banking services. A successful digital strategy is of utmost importance to gain a competitive advantage and for long-term survival. Banks can understand how peo- ple value different attributes and findings can be used to design internet banking services. Designing aspect comes from the availability of different levels an attrib- ute can be offered. Apart from knowing the importance of an attribute, banks can use the utility values to create strategies and allocate their resources accordingly. Originality/value – Unlike many other studies examining dimensions of internet banking services through factor analysis, the originality of this paper lies in the fact that it applies conjoint analysis to internet banking services. Respondents are pre- sented with a more realistic scenario where they have to make trade-offs. Further- more, the current study also focuses on customers’ perception of trust towards bricks-and-clicks banks and internet-only banks, providing a detailed comparison.

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Metadaten
Author:Murat Ilbay
Referee:Sabine Haller
Advisor:Andrea Plinke
Document Type:Master's Thesis
Language:English
Date of first Publication:2021/01/01
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2021/09/20
Tag:conjoint analysis; internet banking; service design; stated preference
Page Number:76
Institutes:FB I - Wirtschaftswissenschaften / International Marketing Management M.A.
Licence (German):License LogoUrheberrechtsschutz