Macro and Micro Thematic Categories Hindering Customer Adoption of Internet Banking in Australian Context

Abstract

Reported studies on internet banking emphasise either on identifying factors that influence or hinder customer adoption and non-adoption based on the empirical data on a large scale. However, there is little qualitative research to test assumptions from the customer's perspective. This study aimed to establish macro and micro thematic categories that actually hinder customer adoption of internet banking in Australia. Data were collected in Australia from open-ended question developed alongside the quantitative scales. 298 valid responses were analysed using conceptually clustered matrix displays, thus reducing the data into thematically similar macro and micro categories. The finding obtained revealed that the customers in Australia, were hindered from adoption of internet banking, by thematic categories such as security, trust, risk, value, lack of resources, social influence, technology apprehension, interactivity, preference to other channels, routine, past users and performed by spouse. The paper concludes with suggestions for future research and managerial implications.