Marketing online banking to the indifferent consumer: A longitudinal analysis of banks' actions

@article{Sarel2004MarketingOB,
  title={Marketing online banking to the indifferent consumer: A longitudinal analysis of banks' actions},
  author={Dan Sarel and Howard Marmorstein},
  journal={Journal of Financial Services Marketing},
  year={2004},
  volume={8},
  pages={231-243}
}
US banks have invested heavily in developing online capabilities, with the expectation of migrating customers to the new, cheaper delivery system. Results in the USA thus far have been mixed at best. This paper reports on the second of two studies conducted to investigate the reasons for the mediocre performance. While the first study focused on the consumer perspective, this one examines banks' online marketing efforts to migrate customers. A quantitative, longitudinal study examined banks… CONTINUE READING

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