Study of on-line marketing of banking and financial services - Essay Example

This study undertakes an examination of online banking services, in order to assess their provision in different countries, specifically Taiwan, Hong Kong and China. The interactive media, i.e, the websites of different banks are the subject of this study, in order to assess how effective they are in encouraging customers to avail of online banking and financial services. Bank websites are very important marketing tools and how attractively they are designed will impact upon customer usage. The objective in this research study is to see how effective bank websites are as marketing tools to promote online use of banking and financial services.

While providing online banking may have initially distinguished some banks and set them apart, providing them with a competitive edge in a global economy, the service is now becoming widespread. More and more people even in developing countries such as China, are gaining access to the Internet, hence the novelty factor of online banking may soon wear out and the quality of the online experience is likely to shape customer perception of service. Therefore, this research study seeks to assess the comparative efficacy of different bank websites as marketing tools.