Customers’ Perceptions Regarding Channel Innovation in the Retail Banking Sector: a study on Internet Banking in Romania

The banking industry has undergone significant operational changes over the last decade, thanks to advances in information technology. The rapid diffusion on the Internet has revolutionized the delivery channels used by the financial services industry. This article examines consumers’ perceptions of Internet Banking. A survey of bank’s customers on Internet Banking in Romania revealed that familiarity in using computer and new technology has been found to positively affect consumer attitudes with regard to usage of electronic banking, as well as online banking adoption. Users with lowest Internet banking experience use only the basic functions of this service. This group tends to be young in age and has the lowest income. Their income is expected to rise with age, and banks could enhance auxiliary features. These findings may provide useful guidelines for developing Internet bank services and for marketing Internet banking.