EVALUACIÓN DE LA EFECTIVIDAD DE LA BANCA CHILENA EN INTERNET PARA LA GENERACIÓN DE ESTRATEGIAS DE NEGOCIOS BANCARIOS EN LA WEB/EVALUATION OF THE EFFECTIVENESS OF INTERNET BANKING IN CHILE FOR THE GENERATION OF WEB-BASED BANKING BUSINESSES STRATEGIES

The main objective of this study is to analyze the effectiveness of the services of Internet banking provided by thirteen Chilean banking institutions. To achieve this objective, two stages were considered. The first stage corresponded to the evaluation of the functionalities offered by the banking Web sites, using an adaptation of the Hersey Web site evaluation model. The second stage corresponded to the evaluation of the services according to the clients' perceptions. In order to determine the functionalities offered by banking Web sites it was necessary to detect the presence or absence of thirty seven elements. This approach permitted to rank the Chilean banking sector based on the Internet offer of each institution. On the other hand, the survey applied to non-users as well as users of Internet banking, allowed us to find a variety of factors that encourage or inhibit the use of the banking services. Although there are some aspects in which the Chilean banking industry has an average performance, in general, it is highly effective. In addition, good productivity in the global context becomes evident when observing the similarity between the results in Chile and those of the New Zealand's banking institutions. [PUBLICATION ABSTRACT]