DOI: 10.5176/978-981-08-6308-1_36
Authors: Gunjan Mansingh, Lila Rao-Graham, Kweku-Muata Osei-Bryson, Annette Mills
Abstract:
Internet banking can provide a number of benefits both to the bank and its customers, however, there is a cost associated with providing this service and internet banking will only be financially viable if these costs can be justified. Justifying these costs requires an understanding of the likely customer base that will take up this banking option so that banks can target the potential user group accordingly. Although internet banking is widely available in Jamaica there have been few studies that have sought to understand the characteristics of its users. This study analyses survey data of internet banking users and non-users using data mining techniques to identify the demographic and behavioural characteristics of internet banking users.
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