Consumer perceptions of online banking in Spain using netnography: a positioning story

Purpose The purpose of this paper is to determine the current positioning of online banking in Spain. Design/methodology/approach Netnography, a new technique for obtaining information. Findings The collection and analysis of 261 valid messages from two online consumer portals enables us to observe the existence of two competitor groups and two types of attributes. On the one hand, consumers perceive online banking as competitors depending on their size; and on the other hand, negative (or positive) aspects are compensated (or accepted) as a result of greater (or lesser) profitability. This means that different forms of value creation are offered with online banking clients. Originality/value The methodology used represents an innovative way to determine the positioning of online banking and could be extended to other digital products.