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Matching service delivery to market requirements: Process selection for online banking

Kathryn M Zuckweiler, University of Nebraska - Lincoln


The growth of electronic commerce has forced firms to rethink how they deliver a service to their customers. Not only is the face-to-face human interaction lost, but the concept of neighborhood services has given way to business unconstrained by geographic boundaries. For services, the service delivery process would seem to be markedly altered by the lack of human interaction and geographic boundaries. This forces companies wishing to sell services in an electronic environment to reexamine the key elements of their service process and the relationships between service process and market requirements. ^ Nowhere is the effect of electronic commerce more evident than in the banking industry. Traditionally, banks depended heavily on human interaction and a neighborhood presence for their business. Interestingly, this industry has also been quick to embrace electronic commerce, with some banks developing web sites as early as 1995. ^ This research project investigated relationships among company factors, process selection and business performance for service delivery via electronic commerce, using online banking as an example of a nearly pure service delivered electronically. The study used a sample of Nebraska state-chartered banks that offer online banking. Managers of these banks were surveyed about the importance of cost savings motivation, likelihood of technology adoption, level of security control, and legal and regulatory compliance burden, and their banks' experiences with online banking usage. Survey responses were combined with publicly-available performance data to evaluate the hypothesized relationships through multiple regression. ^ The results indicate that cost savings motivation and likelihood of technology adoption are important predictors of process selection. Additionally, process selection is an important predictor of business performance. ^

Subject Area

Business Administration, Management|Business Administration, Banking

Recommended Citation

Zuckweiler, Kathryn M, "Matching service delivery to market requirements: Process selection for online banking" (2005). ETD collection for University of Nebraska - Lincoln. AAI3176812.