Department of Economy and Business, University of Almería, Almería, Spain

How customers’ offline experience affects the adoption of online banking

Published in Internet Research

Purpose The purpose of this paper is to examine the impact of customers’ offline transaction behaviour in the form of loyalty and cross-buying on the adoption of self-service technology innovations by non-business customers in the context of online banking. Design/methodology/approach This study extends the Diffusion of Innovation Theory, as w...