Personalization is surely an effective approach that allows the bank to further differentiate from the competition by drawing the customer into significantly deeper levels of mutually advantageous associations. But, for the personalization effort to succeed both bank and its customer have to see it as being useful and valuable to their interests. The bank requires the client implicit and explicit permission to make use of their personal information to allow them customize the clients experience to suit purposes in addition to meeting their targets. On the contrary the client has to see its importance and desirability and also trust the bank to offer what it really promises. Since such selections depend on prior experience, a significant determinant of success of the personalization effort is hence a function of the client’s perception of the bank and their present relationship with it. Therefore in this study we’ve concentrated on understanding the root factors involved in the clients relationship with the bank and the way they impact the acceptance of 5 concrete personalization features, specifically flexible login feature, adaptable settings, emails, adaptive banners adverts and adaptive financial advice…
Contents: Personalization in Online Banking
1. INTRODUCTION
1.1. BACKGROUND TO PERSONALIZATION IN INTERNET BANKING
1.2. CHALLENGES OF PERSONALIZATION
1.3. RESEARCH FOCUS
2. LITERATURE REVIEW/THEORETICAL FRAMEWORK
2.1. PERSONALIZATION
2.1.1. Background
2.1.2. Personalization defined
2.1.3. Types of personalization
2.1.4. Personalization technique Personalization framework
2.2. ONLINE BANKING
2.3. PERSONALIZATION IN ONLINE BANKING
2.4. COMMITMENT-TRUST THEORY
2.4.1. Relationship commitment
2.4.2. Trust
2.4.3. Relationship terminations cost
2.4.4. Relationship benefits
2.4.5. Shared values
2.4.6. Communication
2.4.7. Opportunistic Behaviour
2.4.8. Acquiescence
2.4.9. Propensity to leave
2.5.0. Cooperation
2.5.1. Functional conflict
2.5.2. Decision-making uncertainty
2.5. THEORY OF PLANNED BEHAVIOUR
2.6. CONTROL (DATA)
2.7. CONTROL (SELF-EFFICACY)
2.8. PROBLEM AND HYPOTHESIS
2.8.1. Research questions:
3. METHOD
3.2. PARTICIPANTS
3.3. INSTRUMENTS
3.3.1. Structured questionnaire
3.3.2. Semi-structured interviews
3.3.3. Focus group
3.4. PROCEDURE
3.5. DATA ANALYSIS
4. RESULTS
PART A: DESCRIPTIVE RESULTS OF THE RESPONDENTS AND VARIABLES IN THE
RESEARCH
4.1. CHARACTERISTICS OF RESPONDENTS
4.1.1. Gender of respondents
44.1.2. Age of respondents
4.1.3. Educational level of respondents
4.1.4. Level of Internet usage of respondents
4.2. ACCEPTANCE (ACC), ACCEPTABILITY AND INTENTION TO USE (INTU)
4.3. CHARACTERISTICS OF VARIABLES
4.3.1. Relationship commitment
4.3.2. Trust
4.3.3. Relationship termination cost
4.3.4. Relationship benefit
4.3.5. Shared values
4.3.6. Opportunistic behaviour
4.3.7. Communications
4.3.8. Acquiescence
4.3.9. Propensity to leave
4.3.10. Cooperation
4.3.11. Functional conflict
4.3.12. Uncertainty
4.3.13. Attitude
4.3.14. Subjective norm
4.3.15. Control (data)
4.3.16. Control (self-efficacy)
4.3.17. Acceptance
4.4. RELATIONSHIPS WITH ACCEPTANCE
PART B: MODELLING RESULTS
4.5. MODEL 1: MODIFIED COMMITMENT-TRUST THEORY MODEL
4.5.1. Determinants of Acceptance (ACC)
4.5.2. Determinants of Control (self-efficacy) (CTR_SE)
4.5.3. Determinants of Control (data) (CTRD)
4.5.4. Determinants of Relationship termination cost (RTC)
4.5.5. Determinants of Relationship commitment (RC)
4.5.6. Determinants of Subjective norm (SN)
4.6. MODEL 2 (THEORY OF PLANNED BEHAVIOUR)
4.7. COMPARISON WITH MORGAN AND HUNT (1994) KMV MODEL
5. DISCUSSION AND CONCLUSION….
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Source: University of Twente
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