Website Customization: Exploring a Tag-Based Approach in the Australian Banking Context
نویسنده
چکیده
This research addresses the problem of website customization in online banking, particularly in the Australian context. Australia has the fourth highest online banking adoption rate among developed nations (behind Canada, US and UK) and Australian consumers prefer online banking over ATM, phone and branch. The existence of large number of users who use online banking services on a regular basis presents a wide opportunity for customization. A recent study by Rahim and JieYing [11] on online banking customer satisfaction in the Australian context highlighted website customization as an imperative dimension, particularly among the younger generation, however, this dimension is poorly addressed.
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