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“I just don't like digital-only banks, and you should not use them either†: Traditional-bank customers' opposition to using digital-only banks

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  • Nel, Jacques
  • Boshoff, Christo

Abstract

To succeed in the long term, it will be important for digital-only banks to prevent and overcome traditional-bank customers' resistance. Against this background, this study investigates traditional-bank customers' negative attitude to using a digital-only bank, based on the evaluation of product-specific adoption barriers, influencing opposition to the use of digital-only banks. The study confirmed the theoretical importance of negative attitude as an important determinant of traditional-bank customers’ opposition intention. The image barrier had the strongest influence on negative attitude, while the results did not show empirical support for the role of the usage barrier as a determinant of negative attitude.

Suggested Citation

  • Nel, Jacques & Boshoff, Christo, 2021. "“I just don't like digital-only banks, and you should not use them either†: Traditional-bank customers' opposition to using digital-only banks," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s096969892031376x
    DOI: 10.1016/j.jretconser.2020.102368
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    References listed on IDEAS

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    Cited by:

    1. Katarzyna Schmidt-Jessa & Maciej Stradomski, 2023. "Consumer awareness and acceptance of digital-only banks," Bank i Kredyt, Narodowy Bank Polski, vol. 54(4), pages 389-418.

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