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Adopters and non-adopters of internet banking: A segmentation study

Patsiotis, Athanasios G.; Hughes, Tim; Webber, Don J.


Athanasios G. Patsiotis

Tim Hughes
Professor in Applied Marketing

Don J. Webber


Purpose: This study examines internet banking adoption and resistance behaviour in Greece in order to develop profiles of adopters and non-adopters of the service. The aim is to illustrate customers' resistance behaviour towards internet banking. The existing research does not explain resistance behaviour, since it does not clearly distinguish non-adoption from resistance. Consequently, it has not recognised the different types of non-adoption. Design/methodology/approach: A measuring instrument was developed and utilised in a survey of a convenience sample of 1,200 customers. The derived dimensionality of the relevant perceptual variables was used to explore the existence of different customer segments through cluster analysis. Findings: Three segments were identified, where the description of their profiles is based on customer perceptions of the service and general usage data. Across these segments adopters and non-adopters were found to have different characteristics. With regard to demographics, only income was found to be associated with segment membership. Research limitations/implications: Perceptual and usage variables are useful in market segmentation. The results also suggest the possible existence of sub-groups within each segment characterised by different aspects of resistance behaviour. Further research could identify and explore their potential and study non-adopter behaviour. Practical implications: Service providers should target users and non-users across the segments differently. While the users identified require different retention policies, the resistance or non-resistance observed in non-users suggest the proper management of delay and rejection behaviours. Originality/value: The customer segments identified in this study are based on new links found between the factors that drive diffusion and resistance to diffusion and general usage data. Non-adopters across the segments resist for different reasons, or not resist. © Emerald Group Publishing Limited.


Patsiotis, A. G., Hughes, T., & Webber, D. J. (2012). Adopters and non-adopters of internet banking: A segmentation study. International Journal of Bank Marketing, 30(1), 20-42.

Journal Article Type Article
Publication Date Jan 1, 2012
Journal International Journal of Bank Marketing
Print ISSN 0265-2323
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 30
Issue 1
Pages 20-42
Keywords segmentation, adoption and resistance behaviour, internet banking
Public URL
Publisher URL


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