Influence of Marketing on Consumer's Adoption of E-Banking

MSc. Ganimete Podvorica, Dr.Sc. Nail Reshidi


The financial system plays an extraordinary role in developing and enriching the domestic economy. E-banking service as an innovative software product and service for customers was introduced few years ago in the country from variety of national and international banks: ProCredit Bank, Raiffeissen Bank, Teb Bank, NLB Bank etc., enabling consumers to have access to their bank accounts over the internet. Since internet usage grows rapidly in the country even adoption of e-banking is expected to flourish. Behavior of customers toward adoption is explained using different behavioral model. The objective of this study is to analyze the consumer-adoption process toward e-banking. The survey is used in this respect, to find out the way they learn, try, and adopt or reject e-banking service. Furthermore, the hypothesis those females are significantly different from males on adoption of e-banking services, it prevails the null hypothesis that gender doesn’t affect adoption of e-banking services. The study reveals the characteristics of the consumers toward ebanking adoption process, such as differences in individual readiness to try new product; the information searching; advertisement and direct marketing influence; and speed rates of adoption and non adoption among genders.


Adoption; Advertisement; Direct Marketing; E-Banking; Services; Innovation;


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DOI: 10.21113/iir.v4i2.34

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