The Role of Internet Banking in the Presentation and Marketing of Financial Services and Products in a Digital Environment

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Author(s): Berrin Arzu Eren (Ufuk University, Turkey)
Copyright: 2020
Pages: 22
Source title: Digital Innovations for Customer Engagement, Management, and Organizational Improvement
Source Author(s)/Editor(s): Kamaljeet Sandhu (University of New England, Australia)
DOI: 10.4018/978-1-7998-5171-4.ch009

Keywords: Business & Management / Business and Organizational Research / Business Science Reference / Consumer Management

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Abstract

This study aims to reveal the advantages and disadvantages offered by internet banking to financial institutions and their customers as well as the reasons why customers use/do not use internet banking. For this purpose, customers' perspectives on internet banking are presented to the reader in the past and present by statistics. This research points out that many customers of the bank around the world still do not use the internet. Hence, internet banking is not an option. Therefore, in this study, suggestions are made to enable the use of internet banking by the wider masses. In addition to internet banking, technological developments and digital innovations in the banking sector are mentioned in the chapter, and the evolution of internet banking is pointed out.

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The Role of Internet Banking in the Presentation and Marketing of Financial Services and Products in a Digital Environment

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