Rajaobelina, Lova; Brun, Isabelle; Toufaily, Élissar - In: International Journal of Bank Marketing 31 (2013) 3, pp. 187-205
Purpose – This paper aims to classify online banking customers using demographic and relationship‐based variables and describe their profiles. Design/methodology/approach – A total of 421 panellists of a large Canadian polling firm self‐administered a web‐based questionnaire. A...
