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...
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| Veröffentlicht in: | International journal of bank marketing 2017-01, Vol.35 (6), p.966-982 |
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| container_title | International journal of bank marketing |
| container_volume | 35 |
| creator | Clemente-Ricolfe, Jose-Serafin |
| description | 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. |
| doi_str_mv | 10.1108/IJBM-08-2016-0113 |
| format | Article |
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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.</description><identifier>ISSN: 0265-2323</identifier><identifier>EISSN: 1758-5937</identifier><identifier>DOI: 10.1108/IJBM-08-2016-0113</identifier><language>eng</language><publisher>Bradford: Emerald Publishing Limited</publisher><subject>Bank marketing ; Banking industry ; Banks ; Consumer behavior ; Consumers ; Credit unions ; Electronic banking ; Internet ; Netnography ; Perceptions ; Studies ; User behavior</subject><ispartof>International journal of bank marketing, 2017-01, Vol.35 (6), p.966-982</ispartof><rights>Emerald Publishing Limited</rights><rights>Emerald Publishing Limited 2017</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c389t-b317f1d03d3f8f06c8e3014dcf65587a22d0a2c6724342507ca55bcd2cfe86803</citedby><cites>FETCH-LOGICAL-c389t-b317f1d03d3f8f06c8e3014dcf65587a22d0a2c6724342507ca55bcd2cfe86803</cites><orcidid>0000-0002-3962-3876</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktohtml>$$Uhttps://www.emerald.com/insight/content/doi/10.1108/IJBM-08-2016-0113/full/html$$EHTML$$P50$$Gemerald$$H</linktohtml><link.rule.ids>314,780,784,967,11635,27924,27925,52689</link.rule.ids></links><search><creatorcontrib>Clemente-Ricolfe, Jose-Serafin</creatorcontrib><title>Consumer perceptions of online banking in Spain using netnography: a positioning story</title><title>International journal of bank marketing</title><description>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.</description><subject>Bank marketing</subject><subject>Banking industry</subject><subject>Banks</subject><subject>Consumer behavior</subject><subject>Consumers</subject><subject>Credit unions</subject><subject>Electronic banking</subject><subject>Internet</subject><subject>Netnography</subject><subject>Perceptions</subject><subject>Studies</subject><subject>User behavior</subject><issn>0265-2323</issn><issn>1758-5937</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2017</creationdate><recordtype>article</recordtype><sourceid>AFKRA</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><recordid>eNptkD1PwzAQhi0EEqXwA9gsMQfOduw4bFDxUVTEwMdquY5dUlo72MnQf0-ssiCx3KvT3XMnPQidE7gkBOTV_On2uQBZUCCiAELYAZqQisuC16w6RBOggheUUXaMTlJaA0BZ1WKCPmbBp2FrI-5sNLbr27HHweHgN623eKn9V-tXuPX4tdNjHVJuve19WEXdfe6uscZdSG0m8yj1Ie5O0ZHTm2TPfnOK3u_v3maPxeLlYT67WRSGybovloxUjjTAGuakA2GkZUDKxjjBuaw0pQ1oakRFS1ZSDpXRnC9NQ42zUkhgU3Sxv9vF8D3Y1Kt1GKIfXypSMz4ios5bZL9lYkgpWqe62G513CkCKutTWZ8aM-tTWd_IwJ6xoxy9af5F_hhnP7crcYA</recordid><startdate>20170101</startdate><enddate>20170101</enddate><creator>Clemente-Ricolfe, Jose-Serafin</creator><general>Emerald Publishing Limited</general><general>Emerald Group Publishing Limited</general><scope>AAYXX</scope><scope>CITATION</scope><scope>0U~</scope><scope>1-H</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>8AO</scope><scope>AFKRA</scope><scope>ANIOZ</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>F~G</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>M1F</scope><scope>PQBIZ</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>Q9U</scope><orcidid>https://orcid.org/0000-0002-3962-3876</orcidid></search><sort><creationdate>20170101</creationdate><title>Consumer perceptions of online banking in Spain using netnography: a positioning story</title><author>Clemente-Ricolfe, Jose-Serafin</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c389t-b317f1d03d3f8f06c8e3014dcf65587a22d0a2c6724342507ca55bcd2cfe86803</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2017</creationdate><topic>Bank marketing</topic><topic>Banking industry</topic><topic>Banks</topic><topic>Consumer behavior</topic><topic>Consumers</topic><topic>Credit unions</topic><topic>Electronic banking</topic><topic>Internet</topic><topic>Netnography</topic><topic>Perceptions</topic><topic>Studies</topic><topic>User behavior</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Clemente-Ricolfe, Jose-Serafin</creatorcontrib><collection>CrossRef</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>Access via ABI/INFORM (ProQuest)</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ProQuest Pharma Collection</collection><collection>ProQuest Central UK/Ireland</collection><collection>Accounting, Tax & Banking Collection</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>Banking Information Database</collection><collection>ProQuest One Business</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central Basic</collection><jtitle>International journal of bank marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Clemente-Ricolfe, Jose-Serafin</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Consumer perceptions of online banking in Spain using netnography: a positioning story</atitle><jtitle>International journal of bank marketing</jtitle><date>2017-01-01</date><risdate>2017</risdate><volume>35</volume><issue>6</issue><spage>966</spage><epage>982</epage><pages>966-982</pages><issn>0265-2323</issn><eissn>1758-5937</eissn><abstract>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.</abstract><cop>Bradford</cop><pub>Emerald Publishing Limited</pub><doi>10.1108/IJBM-08-2016-0113</doi><tpages>17</tpages><orcidid>https://orcid.org/0000-0002-3962-3876</orcidid><oa>free_for_read</oa></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0265-2323 |
| ispartof | International journal of bank marketing, 2017-01, Vol.35 (6), p.966-982 |
| issn | 0265-2323 1758-5937 |
| language | eng |
| recordid | cdi_emerald_primary_10_1108_IJBM-08-2016-0113 |
| source | Emerald A-Z Current Journals |
| subjects | Bank marketing Banking industry Banks Consumer behavior Consumers Credit unions Electronic banking Internet Netnography Perceptions Studies User behavior |
| title | Consumer perceptions of online banking in Spain using netnography: a positioning story |
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