Customer Acceptance of Internet Banking Services in Greece: The Case Study of Alpha Bank

Abstract

This chapter deals with the factors that affect the Internet Banking customer acceptance. More specifically, it is examined the case of ALPHA Bank branch in Greece, which is a pioneer in introducing and applying e-banking services in Greece. In this framework, the chapter performs a factor analysis based on the gathered results provided by customer-questionnaires in order to quantify the various parameters that affect the use of an Internet Banking System. The findings of the analysis show that although IBS in Greece is steadily increasing its penetration, factors like security, ease of use and perceived usefulness of a system continue to play a major role on the final decision of the customer to adopt an Internet Banking System.