The study explores how security and user-friendliness influence customers' behaviors and attitudes towards mobile and internet banking services. Through a quantitative method, data from various customer segments are analyzed to identify patterns and correlations. The results indicate that understanding customer preferences and needs is crucial for creating an optimal user experience, where security and user-friendliness play central roles in bank selection. Through factor and cluster analysis, the study reveals behavior patterns based on age, gender, and technical expertise. These insights reinforce previous research on technology acceptance and emphasize the importance of tailoring banking services and communication strategies to meet customer expectations. Recommendations to banks include providing user-friendly services and transparent communication about security efforts to enhance customer satisfaction, loyalty, and sense of security. This study contributes to guiding banks in their efforts to maintain competitiveness in the digital banking market.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-53550 |
| Date | January 2024 |
| Creators | Hultquist, Evelina, Dimell, Sharon |
| Publisher | Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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