Factors affecting acceptance of the internet as a marketing‐intelligence tool among employees of Greek bank branches

Abstract

Purpose

This paper aims to identify the importance that branch employees of Greek banks attach to the internet as a tool of marketing intelligence, and the factors that affect its acceptance as such a tool.

Design/methodology/approach

Using the technology‐acceptance model (TAM) as a basis, a questionnaire is designed by the researchers, and completed by employees. Structural equation modelling (SEM) is used to analyse the data, and this confirms the relationships proposed by the TAM.

Findings

The main findings of the study are that: branch employees of Greek banks feel that a marketing‐intelligence system is a prerequisite for effectiveness in their work; although the internet is the fourth‐most important source of market intelligence for branch employees of Greek banks, they require greater access to the internet to meet their market‐intelligence needs; perceived usefulness and perceived ease of use of the internet directly affect bank employees' attitudes – which, in turn, affect the employees' intentions of using the internet as a marketing‐intelligence tool; and education and working experience affect employees' attitudes indirectly (through perceived usefulness).

Research limitations/implications

Main limitations of this study are related to the sampling method and the fact that the field research was conducted only in Athens, the capital of Greece.

Originality/value

Finally, the paper suggests how banks could exploit the internet as a marketing intelligence tool for their branch employees and what actions should be planned in order to facilitate its adoption.

Citation

Lymperopoulos, C. and Chaniotakis, I.E. (2005), "Factors affecting acceptance of the internet as a marketing‐intelligence tool among employees of Greek bank branches", International Journal of Bank Marketing, Vol. 23 No. 6, pp. 484-505. https://doi.org/10.1108/02652320510619602