Adopters and non‐adopters of internet banking: a segmentation study

Purpose This study examines internet banking adoption and resistance behaviour in Greece in order to develop profiles of adopters and non‐adopters of the service. The aim is to illustrate customers' resistance behaviour towards internet banking. The existing research does not explain resistance behaviour, since it does not clearly distinguish non‐adoption from resistance. Consequently, it has not recognised the different types of non‐adoption. Design/methodology/approach A measuring instrument was developed and utilised in a survey of a convenience sample of 1,200 customers. The derived dimensionality of the relevant perceptual variables was used to explore the existence of different customer segments through cluster analysis. Findings Three segments were identified, where the description of their profiles is based on customer perceptions of the service and general usage data. Across these segments adopters and non‐adopters were found to have different characteristics. With regard to demographics, only income was found to be associated with segment membership. Research limitations/implications Perceptual and usage variables are useful in market segmentation. The results also suggest the possible existence of sub‐groups within each segment characterised by different aspects of resistance behaviour. Further research could identify and explore their potential and study non‐adopter behaviour. Practical implications Service providers should target users and non‐users across the segments differently. While the users identified require different retention policies, the resistance or non‐resistance observed in non‐users suggest the proper management of delay and rejection behaviours. Originality/value The customer segments identified in this study are based on new links found between the factors that drive diffusion and resistance to diffusion and general usage data. Non‐adopters across the segments resist for different reasons, or not resist.