Jennifer Thornton

Customer orientations and usage of financial distribution channels

This research examined the survey responses of 801 financial customers who provided information regarding their usage of, and attitudes towards, financial distribution channels. The study found that there were distinctive segments within the financial market that had significantly different levels of usage of financial distribution channels. Financial customers were asked to indicate their orientation towards convenience, service, technology, computers, change, knowledge about methods of accessing money, and confidence in using electronic banking. Financial customers’ usage of human tellers, automated teller machines, electronic funds transfer at the point of sale, credit cards, cheques, Internet banking and telephone banking was investigated, and this information was used to determine if relationships exist between customer orientations and the usage of financial distribution channels. Further results and implications of the study for financial services are addressed.