Business Strategy Series

Emerald Article: ECRM and customers: a case of Askari Commercial Bank,

Pakistan
Muhammad Shakil Ahmad, Shahid Rashid, Ehtisham-Ul-Mujeeb

Article information:
To cite this document: Muhammad Shakil Ahmad, Shahid Rashid, Ehtisham-Ul-Mujeeb, "ECRM and customers: a case of Askari Commercial
Bank, Pakistan", Business Strategy Series, Vol. 13 Iss: 6 pp. 323 - 330
Permanent link to this document:
http://dx.doi.org/10.1108/17515631211286173
Downloaded on: 03-11-2012
References: This document contains references to 43 other documents
To copy this document: permissions@emeraldinsight.com

Access to this document was granted through an Emerald subscription provided by UNIVERSITI TEKNOLOGI MALAYSIA

For Authors:
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service.
Information about how to choose which publication to write for and submission guidelines are available for all. Please visit
www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in
business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as
well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is
a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive
preservation.
*Related content and download information correct at time of download.
ECRM and customers: a case of Askari
Commercial Bank, Pakistan
Muhammad Shakil Ahmad, Shahid Rashid and Ehtisham-Ul-Mujeeb
Muhammad Shakil Ahmad
is based in the Department
of Management Sciences,
COMSATS Institute of
Information Technology,
Attock, Pakistan. Shahid
Rashid is based at
Hamdard University,
Karachi, Pakistan.
Ehtisham-Ul-Mujeeb is
based in the Faculty of
Management, COMSATS
Institute of Information
Technology, Attock,
Pakistan.
DOI 10.1108/17515631211286173
Introduction
The current study is an attempt to explore the operational problems related to e-banking in
Pakistan’s Askari Commercial Bank and the customer’s perception about the usage of
e-banking practices. Currently, under governmental documents, the listed numbers of
banks in Pakistan are 41. The number of nationalized commercial banks is three. There are
15 private banks and almost 15 foreign banks, while the other six comes under the
‘‘specialized banking’’ category. A major portion of the population still believes in the cash
tradition rather than online banking. Utility bills are still sent to houses and people wait in long
queues outside banks to pay those bills. A lack of trust keep customers away from adopting
electronic services which results in a lack of e-readiness. The major reason for the lack of
e-readiness is a lack of trust, unavailability of proper infrastructure and security, service
charges and a lack of education (Kundi and Shah, 2009). The use of ECRM and information
technology reduces the transaction cost for organizations by providing customers with ATM
cards and other business services. Many authors suggest that the implementation of ECRM
practices improves the profit margin for banking industries (Kardaras and Papathanassiou,
2001). According to Burnham (1996), for long-term sustainability, it is important for banks to
adopt electronic banking practices, thereby reducing operational costs and increasing
customer satisfaction. Orr (1998) speculated that those banks that lag behind in adapting
ECRM practices surely lose their customers. Almost every developed country has adopted
ECRM practices, but Pakistan is lagging behind in terms of adopting these practices
efficiently (Shahzada, 2006). According to Mols (1998), electronic banking reduces
transaction times, but more profit can be secured if more customers were made aware of the
technology. Therefore, the major issue is the customer’s readiness to adopt and accept new
technologies.
Conducting research on this topic can be very complex due to the large amount of
exploration that is associated with Customer Relationship Management (CRM) and its
impact on customers. Few of the key publications in the area of CRM and ECRM have been
that of Das et al. (2009) and Chou and Chou (2000). Das et al. (2009) studied the deployment
of CRM and the loyalty of valuable customers in Indian retail markets, whereas Chang
focused on the influence of ECRM performance for the service sector in Taiwan. Value to the
customer includes faster service delivery, more revenue, low cost and automatic upgrades
which results in greater customer satisfaction. Das et al. highlighted best practices of CRM
but concluded that CRM may not be the only solution for profit maximization in the context of
Indian retail banking. Pakistan has just initiated electronic banking and it is still in its nurturing
stage. Commerce is considered as the backbone for the development of the country.
Computer literacy is a basic requirement for usage of online banking systems (Heeks, 2002).
The cost of computers in Pakistan is too high and it is not possible for common man to
purchase computers as the cost is three times higher than their average salary (Nizamuddin
and Khalid, 2001). However, Zarmeene (2006) identified several other factors, which impede
VOL. 13 NO. 6 2012, pp. 323-330, Q Emerald Group Publishing Limited, ISSN 1751-5637 j BUSINESS STRATEGY SERIES j PAGE 323
 the success of ECRM systems in Pakistan. These include a low literacy rate, pirated
software, inadequate infrastructure and awareness. ECRM takes a 360-degree view of all its
customers. There are many factors which influence a customer’s decision to use a service
that is provided by banks. These are mainly the information available, security, privacy,
quality of services provided and perceived usefulness. However, customers always buy
products, which meet their expectations (Heeks, 2002).

Conceptual framework
According to Kundi and Shah (2009), the provisions of e-banking services in Pakistan are
still in the growing stages and are not fully functional because of a lack of infrastructure and
technology. The available technology and infrastructure is not sufficient to fulfill current
country requirements. According to Aljifri et al. (2003), developing countries like Pakistan
encounter many problems while adopting e-banking facilities; one of these being the
customer’s trust in the system. Other issues include technological dependence, economic
issues and the local authorities, which manipulate the trust level of the community.
Pakistan entered the e-banking sector in the late 1990s. Like other developing countries,
Pakistan has taken e-banking initiatives to include benefits from technology and is making
efforts for e-readiness within the country. In 1999, the first ATM machine was fixed while in
2000, internet banking was first introduced to the country. When the government took the
initiative of promoting Information Technology and commerce in Pakistan, the banking
industry was the first to adopt this change. Although banks are the pioneers of adopting
technology, most of the focus was on e-government. All available e-government portals only
provide information but no transactions. The Deregulation Act provided a way out for foreign
and private banks to become the first movers to establish relations with their end customers
(Ahmed, 2006).
Literature surveys show that different methodologies were adopted to measure the cognitive
determinants and constructs, which motivate consumers to accept technology. The
constructs they suggested were information, security and privacy. Roboff and Charles
(1998) concluded in their study that the security and privacy of customer information is the
major issue. In their study they discovered that people feel at risk while using online banking
because of the lack of information about online banking systems. Howcroft et al. (2002)
argued in their study that people are ready to accept technology, but their attitude and belief
in technology is very weak. Table I shows the comparison of the Technology Acceptance
Model presented by Davis et al. (1989); Technology Readiness index (1986) and Diffusion
Model (1971).
Figure 1 shows the proposed model for this study. Variables used in this model are explored
from the literature survey from previous studies. The model considered the customer’s as
well as the bank’s perspective. For the bank, the variables considered were online banking
information, security and privacy, perceived usefulness, technology infrastructure and
government policies. Variables considered for the consumer were service awareness,
perceived benefits, trust and support, technology awareness and data privacy. All of these
factors were considered important in previous studies in the case of developing countries,
even more so for Pakistan.

Table I A comparison of TRI, TAM and other diffused models

TRI (Parasuraman, 2000) TAM (Davis et al., 1989) Diffusion model (Rogers, 1962; Ostlund, 1974)

Discomfort Ease of use Complexity (Rogers)

Optimism Usefulness Relative advantage (Rogers)
Innovativeness – Innovativeness (Rogers)
– – Compatibility (Rogers)
– – Observability (Rogers)
Insecurity – Perceived risk (Ostlund)

j j
PAGE 324 BUSINESS STRATEGY SERIES VOL. 13 NO. 6 2012
Figure 1 Conceptual framework

According to Mosad (1995) and Shoniregun (2002), websites are the pre-requisite to
providing electronic banking services. Websites must provide all the relevant information
necessary for customers; such as account information, past transaction record,
e-statements etc. Mols (1998) suggested that banks have to make all transactions secure
by adopting security authentication procedures. Customers can gain access to their records
after providing a secure four-digit verification code.
Feinberg and Kadam (2002) recommended that the quality of an internet service can be
predicted by the speed of the service provider. He recommended that the quality provided
must be good enough to complete the transaction as well as to provide customers with
online banking support. Porter (2005) suggested that all online transactions should be done
through a secure verification code from the bank’s website, using secure SSL internet
connections. The company providing the internet connection must be authentic in order to
ensure that the customer’s records are kept safe. According to results presented by Pauline
(2001), the basic measure for electronic banking is the provision of infrastructure as the
backbone for successful e-business. The first step in the provision of infra-structure is the
provision of the internet and personal computers.
Zarmeene (2006) suggested that for e-business governments, the Information Technology
policy must be supportive as it is the bottleneck for promoting online businesses within the
country. Kundi and Shah (2009) supported the government’s initiatives in Pakistan. Similarly,
they appreciated the effort of the government towards the development of providing plate
forms for the promotion of ICT and ecommerce in the banking sector. According to Clark and
Mills (1993), to make customers aware of online banking services, the important factor is
internet accessibility in the community. They suggested that banks have to establish friendly
relations (they named it community oriented services) with their customers. Chaffey et al.
(2006) suggested that banks have to use social media networks to make people aware of the
benefits of e-banking and the flexibility of the services they provide.

Research design
Data collection is the most critical aspect of the research design. Data collection included:
B Primary data sources: the employees of Askari bank and customers who are using
electronic banking services. The data is collected from Askari Bank employees
concerning the operational problems with e-banking systems; and from customers about
their perception and usage of e-banking services. The main data sources are online
journals, the university library, reports and printed documents of Askari commercial
banks.
B The universe of the study: Askari Bank employees and customers using e-banking
services are the universe of this study.

j j
VOL. 13 NO. 6 2012 BUSINESS STRATEGY SERIES PAGE 325
 Secondary data will be collected through the records in the journals, books, bank records
etc. The population will be determined through secondary data as well as the qualitative
data, which will also be determined through articles and recent research papers.
‘‘Population’’ refers to a group of objects, elements, events and things that are of interest to
the researcher (Sekaran, 2001). The total population of employees of Askari Bank
Rawalpindi is about 60. The suitable sample for this study is 40 employees. The second set
of the population is the customers. The number of customers using e-banking services is
private data that is not disclosed by the bank, resulting in the selection of only four cases
through cross case analysis.
The data analysis methods would be correlation and cross case analysis (Tables I and II).
SPSS software will be used as a tool for analysis of the data.

Results and analysis

Section 1. Correlation analysis of operational problem
Correlation results reveal that e-banking has a significant relationship with internet quality.
The correlation coefficient value is r ¼ 42 percent and this relation is significant at 1 percent.
What this means is that the quality of the internet affects the privacy of electronic banking.
The government has to improve the quality if the internet in order to overcome the privacy
issue of the online banking system. Similarly, the value of r is 56 percent for the relation
between e-banking privacy and e-banking infrastructure. This relation is also significant at 1
percent and is a true and strong relation. The available infrastructure of Askari bank is
capable of all the facilities of electronic banking. System maintenance and updates can
make the system quality better.
Provided, the electronic banking infrastructure has a positive relation with electronic banking
privacy as the value of r ¼ 0:56; meaning that r-square is 56 percent and relation is also
significant at 1 percent. Privacy can only be improved by improving the provided
infrastructure for the online banking system. Electronic banking information has a negative
relation to governmental policies. The value of r is 2 0.67 and is highly significant. In
Pakistan, policies of government are not supportive towards online banking. This strong

Table II Correlation matrix

ebankingprivacy ebankinginfrastructure ebankinginfo internetquality govtpolicies

ebankingprivacy
Pearson correlation 1 0.564* 0.001 0.428* 20.54
Sig. (two-tailed) 0.000 0.996 0.006 0.741
n 40 40 40 40 40
ebankinginfrastructure
Pearson correlation 0.564* 1 20.264 0.424* 0.081
Sig. (two-tailed) 0.000 0.099 0.006 0.620
n 40 40 40 40 40
ebankinginfo
Pearson correlation 0.001 20.264 1 0.137 20.673*
Sig. (two-tailed) 0.996 0.099 0.400 0.000
n 40 40 40 40 40
internetquality
Pearson correlation 0.428* 0.424* 0.137 1 20.264
Sig. (two-tailed) 0.006 0.006 0.400 0.100
n 40 40 40 40 40
govtpolicies
Pearson correlation 20.054 0.081 20.673* 20.264 1
Sig. (two-tailed) 0.741 0.620 0.000 0.100
n 40 40 40 40 40

Note: *Correlation is significant at the 0.01 level (two-tailed)

j j
PAGE 326 BUSINESS STRATEGY SERIES VOL. 13 NO. 6 2012
 negative relation shows that the government has to abolish the imposed taxes in order to
support and flourish the electronic banking in Pakistan.
Government policies have a negative impact on the privacy of electronic banking, but the
results are not significant, while there is a negative relation reported between government
policies and internet quality. The value of r for this relation is 2 0.67 and the significance level
is 1 percent. The government has to improve the quality as well as increase access to the
internet by expanding its infrastructure. This will help people to access online banking
facilities, which are currently available only in the urban areas and major cities.

Section 2. Customer perception about usage of online banking

Table III shows customer response on the usage of facilities available through online
banking. Most of the customers (60 percent) are not aware of the use of technology and IT
facilities so mostly they pay their utility bills at nearby post offices or banks. Banks entertain
their utility bills as a secondary task, so people have to wait for long hours in queues outside
the bank to pay their bills. Customers also prefer to call a bank to check their balance as they
believe that the internet is not secure enough to check their balance online.
Approximately 40 percent of customers do not know whether there is an online balance
check facility available. This response is contradictory to employee survey results, as almost
all the employees are confident that consumers are aware of available e-banking facilities.
Only 20 percent of users check their balance online (usually those who have internet facilities
available in their offices). Same is the situation with transferring money through the bank
website. Almost 60 percent of the customers are using their ATM cards to pay utility bills.
Another 80 percent of customers are not supportive of online investments because of a lack
of trust in technology as well as lack of computer knowledge. Mostly military officials and
businessmen (almost 60 percent) use online banking; while only 20 percent pay their home
loans using online facilities.

Conclusion
Due to lack of Information Technology infrastructure in Pakistan, people are not aware of
e-banking facilities. This is also the reason for a lack of trust in technology. While on the other
hand, governmental policies are not supportive of e-business in Pakistan as the rates of
internet services are too high and provided speed is too low. People in Pakistan still use post
offices and other means to pay their utility bills while most of the e-bank customers are only
using ATM card facilities and not others.
There are several factors, which need to be considered to improve the situation of online
baking in Pakistan. During surveys, ATM theft cases were also reported which leads towards
customer dissatisfaction as well as security concerns. Customer orientation towards online
banking is less, which results in a lack of usage of the basic benefits one can get from using
online banking. Customer acceptance of online banking is also slow because of different
factors. These factors include insecure transactions, slow speed of internet, high internet
rates, low computer literacy rate and low capability to accept new technology.

Table III Customer analysis

Almost never Never Do not know Almost Always almost
(%) (%) (%) (%) (%)

I mostly prefer to pay utility bills? 60 20 0 0 20

I mostly check my online balance? 40 0 40 0 20
Transfer money to other accounts? 40 0 40 0 20
I usually pay bills using ATM? 0 20 20 60 0
My basic purpose is online investment? 80 0 0 20 0
I usually make online payments? 20 0 20 40 20
I apply for loans (house, car, others)? 60 0 20 20 0
Others (Please specify) 80 20 0 0 0

j j
VOL. 13 NO. 6 2012 BUSINESS STRATEGY SERIES PAGE 327
 Results indicate that most of the users are concerned about their data privacy and security.
Banks have to take the initiative of increasing customer orientation by educating them about
new technology and security issues. In order to improve customer satisfaction, the
government has to provide the basic infrastructure required to access online banking
services. Most government offices are still using the manual system and lag behind in
adopting computer technology. New technology not only saves time but also efficient. The
government has to rethink its existing policies to improve and make situations more
favorable for prospective customers. The results also reveal that existing users also not
using many online banking services, such as the payment of utility bills, fund transfers
through ATM cards, online transactions etc. Most customers are using only the ATM and
some have no information about other services while some feel insecure.

Recommendations
As analysis reveals that personal information privacy, security and trust on technology are
the main reasons for customers not adopting electronic banking services. Banks have to
cater to ATM theft cases by providing a secure space to use the ATM facilities. To clear any
security concerns that customers may have, the privacy and security policy of the bank must
be introduced to customers before opening accounts. The government has to support
financial institutions by providing them with proper infrastructure so that customers may
have user friendly and secure online banking services. E-banking is helpful to save time as
well as to abolish the ambiguities and issues related to check processing. Banks have to set
up customer problem management systems to resolve the issues regarding online banking
systems.
The government has to provide low price internet services to home users as it is a
prerequisite of promoting the online banking services to users. Banks have to display all the
new services and products on their websites to improve customer awareness. Official
advertisements on local channels are also helpful to improve customer awareness.

References
Ahmed, A. (2006), ‘‘Policies and regulations for expanding e-banking to the poor’’, The First Micro
Finance Bank Ltd, Vol. 24 No. 1, pp. 1-8.

Aljifri, H.A., Pons, A. and Collins, D. (2003), ‘‘Global e-commerce: a framework for understanding and
overcoming the trust barriers’’, Information Management & Computer Security, Vol. 11 No. 3, pp. 130-8.
Burnham, B. (1996), The Internet’s Impact on Retail Banking, Booz-Allen Hamilton, McLean, VA,
pp. 1-10.

Chaffey, D., Mayer, R., Johnson, K. and Ellis Chadwick, F. (2006), Internet Marketing: Strategy,
Implementation and Practice, 3rd ed., Financial Times/Prentice Hall, Harlow.
Chou, D. and Chou, A.Y. (2000), ‘‘A guide to the internet revolution in banking’’, Information Systems
Management, Vol. 17 No. 2, pp. 51-7.

Clark, M.S. and Mills, J. (1993), ‘‘The difference between communal and exchange relationships’’,
Personality and Social Psychology Bulletin, Vol. 19 No. 6, pp. 684-91.
Das, K., Parmer, J. and Sadanand, V.K. (2009), ‘‘Customer relationship management (CRM) best
practices and customer loyalty’’, European Journal of Social Sciences, Vol. 11 No. 1, pp. 61-85.
Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989), ‘‘User acceptance of computer technology:
a comparison of two theoretical models’’, Management Science, Vol. 35 No. 8, pp. 982-1003.
Feinberg, R. and Kadam, R. (2002), ‘‘E-CRM web service attributes as determinants of customer
satisfaction with retail web sites’’, International Journal of Service Industry Management, Vol. 13 No. 5,
pp. 432-51.
Heeks, R. (2002), ‘‘Information systems and developing countries: failure, success, and local
improvisations’’, Information Society, Vol. 18 No. 2, pp. 101-23.

j j
PAGE 328 BUSINESS STRATEGY SERIES VOL. 13 NO. 6 2012
Howcroft, B., Hamilton, R. and Heder, P. (2002), ‘‘Consumer attitude and the usage and adoption of
home-based banking in the United Kingdom’’, International Journal of Bank Marketing, Vol. 20 No. 3,
pp. 111-21.

Kardaras, D. and Papathanassiou, E. (2001), ‘‘Electronic commerce opportunities for improving

corporate customer support in banking in Greece’’, International Journal of Bank Marketing, Vol. 19
No. 7, pp. 292-8.
Kundi, G.M. and Shah, B. (2009), ‘‘IT in Pakistan: threats and opportunities for e-business’’,
The Electronic Journal on Information Systems in Developing Countries, Vol. 36 No. 8, pp. 1-31.
Mols, N.P. (1998), ‘‘The behavioral consequences of PC banking’’, International Journal of Bank
Marketing, Vol. 16 No. 5, pp. 195-201.
Mosad, Z. (1995), ‘‘Bank-company interaction and relationships: some empirical evidence’’,
International Journal of Bank Marketing, Vol. 13 No. 2, pp. 30-40.
Nizamuddin, S. and Khalid, R. (2001), ‘‘Pakistan sustained efforts in IT sector needed’’, Proceedings of
the International Conference on the Future of Pakistan, Karachi, January, pp. 23-4.
Orr, B. (1998), ‘‘Where will internet banking be in two years?’’, ABA Bank Journal, Vol. 90 No. 3, pp. 56-7.
Ostlund, L.E. (1974), ‘‘Perceived innovation attributes as predictors of innovativeness’’, Journal of
Consumer Research, Vol. 1 No. 2, pp. 23-9.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (2000), ‘‘A conceptual model of service quality and its
implications for future research’’, The Journal of Marketing, Vol. 49 No. 4, pp. 41-50.
Porter, W.T. (2005), ‘‘User-centered design and marketing: online customer value’’, Contemporary
Research in E-Marketing, Vol. 2, Idea Group Publishing, Hershey, PA.
Pauline, R. (2001), ‘‘Electronic commerce adoption in Australia and New Zealand’’, Malaysian Journal of
Computer Science, Vol. 14 No. 1, pp. 1-8.
Roboff, G. and Charles, C. (2001), ‘‘Privacy of financial information in cyberspace: banks addressing
what consumers want’’, Journal of Retail Banking Services, Vol. 20 No. 3, pp. 51-6.
Rogers, E.M. (1962), The Diffusion of Innovations, Free Press, New York, NY.
Sekaran, U. (2001), Research Methods for Business: A Skill Building Approach, 2nd ed., John Wiley and
Sons, New York, NY.
Shahzada, A.M. (2006), ‘‘Country report of Pakistan on initiatives of information society’’, Pakistan
Telecommunication Authority, available at: http://unpan1.un.org/intradoc/groups/public/documents/
APCITY/UNPAN006168.pdf (accessed 15 September 2010).
Shoniregun, C.A., Omoegun, A., Brown-West, D. and Logvynovskiy, O. (2002), ‘‘Can ECRM and trust
improve eC customer base?’’, Proceedings of the IEEE International Conference on E-Commerce
Technology.
Zarmeene, S. (2006), ‘‘Phone crazy: the ubiquitous cell phone can do so much more than just make a
phone call’’, Spider, Vol. 8 No. 89, pp. 40-3.

Further reading
Abbasi, Z. (2001), ‘‘E-security issues in Pakistan’’, Spider, p. 29, 1 August.
Abid, H. and Noreen, U. (2006), ‘‘Ready to e-bank: an exploratory research on adoption of e-banking
and e-readiness in customers among commercial banks in Pakistan’’, Spider, Vol. 31 No. 2, pp. 1-31.

Akhtar, S. (2006), ‘‘Financial sector of Pakistan – the roadmap’’, BIS Review, Vol. 42 No. 1, pp. 1-5.
Akinci, S. et al., (2004), ‘‘Adoption of internet banking among sophisticated consumer segments in an
advanced developing country’’, The International Journal of Bank Marketing, Vol. 22 No. 3, pp. 212-32.
Aladwani, A.M. (2001), ‘‘Online banking: a field study of drivers, development challenges, and
expectations’’, International Journal of Information Management, Vol. 21 No. 4, pp. 213-25.

Amor, D. (1999), The E-business Evolution, 2nd ed., Prentice Hall, New York, NY.
Aslam, S.M. (2001), ‘‘Information technology: moving in the right direction’’, available at: www.
pakistaneconomist.com/issue2001/issue31/cover.htm (accessed 16 September 2010).

j j
VOL. 13 NO. 6 2012 BUSINESS STRATEGY SERIES PAGE 329
 Barnes, G.J. (2000), Secrets of Customer Relationship Management: It’s All about How You Make Them
Feel, McGraw-Hill, New York, NY.
Daniel, E. (1999), ‘‘Provision of electronic banking in the UK and the Republic of Ireland’’, International
Journal of Bank Marketing, Vol. 17 No. 2, pp. 72-82.
Giglio, V. (2002), ‘‘Privacy in the world of cyber banking: emerging legal issues and how you are
protected’’, The Secured Lender, Vol. 14 No. 3, pp. 48-60.
Karjaluoto, H., Mattila, M. and Pento, T. (2002), ‘‘Factors underlying attitude formation towards online
banking in Finland’’, International Journal of Bank Marketing, Vol. 20 No. 6, pp. 261-72.
Khan, N.S. and Bawden, D. (2005), ‘‘Community informatics in libraries in Pakistan: current status, future
prospects’’, New Library World, Vol. 106 No. 11, pp. 532-40.
Pikkarainen, T., Pikkarainen, K., Karjaluoto, H. and Pahnila, S. (2004), ‘‘Consumer acceptance of online
banking: an extension of the technology acceptance model’’, Internet Research, Vol. 14 No. 3,
pp. 224-35.
Polatoglu, V.N. and Ekin, S. (2001), ‘‘An empirical investigation of the Turkish consumers’ acceptance of
internet banking services’’, International Journal of Bank Marketing, Vol. 19 No. 4, pp. 156-65.
Robson, C. (2002), Real World Research: A Resource for Social Scientists and Practitioner-Researchers,
Blackwell Publishing, Oxford.
Woodall, T. (2003), ‘‘Conceptualizing ‘value for the customer’: an attribution, structural and dispositional
analysis’’, Academy of Marketing Science Review, No. 12.

Corresponding author
Muhammad Shakil Ahmad can be contacted at: onlyshakil@gmail.com

To purchase reprints of this article please e-mail: reprints@emeraldinsight.com

Or visit our web site for further details: www.emeraldinsight.com/reprints

j j
PAGE 330 BUSINESS STRATEGY SERIES VOL. 13 NO. 6 2012