Rose, Janelle , and Ogunmokun, Gabriel (2008) Improving usage of self-service banking technologies among mature consumers. In: Proceedings of the 3rd Biennial Conference of the Academy of World Business, Marketing and Management Development (3) pp. 157-165. From: 3rd Biennial Conference of the Academy of World Business, Marketing and Management Development, 14-17 July 2008, Rio de Janeiro, Brazil.

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Abstract

Self-service banking technologies have been slow to diffusion into the mature consumer market. The purpose of this paper was to detelmine the main variables that discriminated between non-users and low users of SSBTs. Results from a national survey of Australian mature consumers identified seven variables that differentiated between the two groups, self-efficacy,perceived usefulness, compatibility, perceived ease of use, technology discomfort, personal contact and age. These findings suggest that by improving mature consumers' confidence in their ability to use SSBTs through training and communicating the main benefits of each SSBT, an increase in the rate of diffusion of these technologies could be achieved among non-users.

Item ID:	7528
Item Type:	Conference Item (Research - E1)
ISBN:	978-0-9752272-2-0
Keywords:	self-service technologies; mature consumers; services marketing
Related URLs:	Organisation
Date Deposited:	14 Feb 2010 22:07
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified @ 80% 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1502 Banking, Finance and Investment > 150203 Financial Institutions (incl Banking) @ 20%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 80% 90 COMMERCIAL SERVICES AND TOURISM > 9001 Financial Services > 900199 Financial Services not elsewhere classified @ 20%
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