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Target group for video banking: How sociodemographic and behavioral characteristics affect the willingness to use video banking

  • As banks have to close branches in the current low-interest environment and as customers show an increasing preference for online channels, existing channels of branch-centric banks no longer can guarantee to suffice the needs of the omni-channel consumer. Online consultation through video chat, called video banking, is a possible solution for these issues. In order to keep marketing activities effective and cost-efficient, it is of interest for the banking sector to define a socio-demographic target group for video banking. Thus, the objective of this thesis is to find socio-demographic characteristics which influence the willingness to use video banking. The characteristics deemed as plausible predictors are then tested for their suitability as such through bivariate and multivariate analysis of an empirical study conducted among U.S. bank customers with internet access. The goal of the multivariate analysis is to find the regression model that best predicts the willingness to use video banking. Depending on the outcome, recommendations will be made about the definition of a target group for video banking.

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Author:Michael Hutter
Advisor:Lars Binckebanck
Document Type:Bachelor Thesis
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Release Date:2018/06/13
Tag:Demographics; Online banking; Target group; Video banking
Degree Program:IBM - International Business Management
Functional area:Marketing
Open-Access-Status: Open Access 
Licence (German):License LogoUrheberrechtlich geschützt