Consumer expectations of online information provided by bank websites

Abstract

Information search has been identified as the primary reason for Internet use in the UK. It is, therefore, important that companies understand the information requirements of consumers in order to ensure website effectiveness in aiding consumer decision making. This paper explores factors contributing to customer satisfaction and dissatisfaction with current online information provision by retail banks. The research consisted of a two-stage method involving focus groups and a quantitative questionnaire survey of young adult Internet users. Two hundred and fifty three usable questionnaires formed the basis of the quantitative analysis. Factor analysis identified seven key underlying expectation dimensions. An analysis of the most and least important attributes revealed that those contributing to decision-making convenience are preferred over the technological entertainment value of the site. The results provide an indication of the website features and design most likely to attract and retain customers.