Multichannel Distribution in Banking: customers perspectives and theoretical frameworks to increase user acceptance of a multiplatform banking business

Abstract

Internet and all the web-based technologies are expansive by used and has changed radically the way people live and do things. In the economic area they have affected the way businesses interact with each other and the customers, the way of communicating and interacting, distribution channels and the way of managing relationships. Provision of bank services over electronic networks is referred to as e-service (Rust and Kannan, 2003). The aim of this paper is to describe the key factors affecting consumers’ acceptance of technology, mainly Internet based banking. After having outlined the multi-channel distribution evolution in banking, the paper highlights some of the customer perspective on online banking adoption throughout an array of different theoretical contributions on the adoption process of Internet banking services. In conclusion it puts the attention on the opportunity for banks to leverage their Internet experience in moving on towards a multiplatform banking business technology driven. This means that at present banks need not only to be driven by technology in developing their integrated multichannel distribution platform but also they have to develop business models where it is visible the strategy behind. That is the one it needs to pursue a complementarity among channels and accesses to bank. The article also presents some recent data (year 2011) on the evolution of bank accesses (branches, Internet, contact center and the mobile banking) among Italian bank customers as to outline some of the customers’ trend in doing banking.

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