Bank Customers′ Perceptions, Innovations and New Technology

Abstract

New technology has, in the last few years, swept the traditional banking industry in an unprecedented way. “Electronic dreams” of the bankers, once considered impossible, have one by one been realised, and electronic banking has become a major realm of product innovations. New, “cheap” technology has surmounted many technical difficulties concomitant with new products such as ATMS, EFTPoS, home banking and the Smart card, which have changed both customers′ perceptions and marketing practices in the banking industry. The perceptual effects and the impact of new technology and product innovations on bank customers are examined and the strategic implications of these developments are discussed.