Factors affecting acceptance of the internet as a marketing-intelligence tool among employees of Greek bank branches

Purpose - This paper aims to identify the importance that branch employees of Greek banks attach to the internet as a tool of marketing intelligence, and the factors that affect its acceptance as such a tool.Design methodology approach - Using the technology-acceptance model (TAM) as a basis, a ques...

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Bibliographic Details
Published in:International journal of bank marketing 2005-01, Vol.23 (6), p.484-505
Main Authors: Lymperopoulos, Constantine, Chaniotakis, Ioannis E
Format: Article
Language:English
Subjects:
Acceptance
Bank marketing
Banking industry
Banks
Branch banking
Competition
Corporate image
Customers
Employee attitude
Employees
Environmental scanning
Financial services
Information retrieval
Information sources
Internet access
Marketing
Questionnaires
Studies
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Summary:Purpose - This paper aims to identify the importance that branch employees of Greek banks attach to the internet as a tool of marketing intelligence, and the factors that affect its acceptance as such a tool.Design methodology approach - Using the technology-acceptance model (TAM) as a basis, a questionnaire is designed by the researchers, and completed by employees. Structural equation modelling (SEM) is used to analyse the data, and this confirms the relationships proposed by the TAM.Findings - The main findings of the study are that: branch employees of Greek banks feel that a marketing-intelligence system is a prerequisite for effectiveness in their work; although the internet is the fourth-most important source of market intelligence for branch employees of Greek banks, they require greater access to the internet to meet their market-intelligence needs; perceived usefulness and perceived ease of use of the internet directly affect bank employees' attitudes - which, in turn, affect the employees' intentions of using the internet as a marketing-intelligence tool; and education and working experience affect employees' attitudes indirectly (through perceived usefulness).Research limitations implications - Main limitations of this study are related to the sampling method and the fact that the field research was conducted only in Athens, the capital of Greece.Originality value - Finally, the paper suggests how banks could exploit the internet as a marketing intelligence tool for their branch employees and what actions should be planned in order to facilitate its adoption.
ISSN:0265-2323
1758-5937
DOI:10.1108/02652320510619602