The Internet and services marketing – the case of Danish retail banking

Abstract

Examines various aspects of the motives, perceptions and expectations connected with the introduction of Internet banking in Danish retail banking. Responses from 60 key managers in the largest retail banks in Denmark show that they believe that Internet banking will become more important in the future, whereas all other distribution channels are predicted to become less important. Describes further the relationship between the perceptions of and expectations from Internet banking, the reasons for offering an Internet bank and the way it has been organized in the banks.