ISSN: 1204-5357

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Research Article Open Access

A suitable research methodology for analyzing online banking behaviour

Abstract

Banks and financial institutions still perceive the Internet as a 􀳦black box􀳦 in which little insight is provided about individual-level online behaviour. The authors state that clickstream analyses open up the black box and illuminate online banking behaviour. In this article, examples are presented that show that clickstream analysis is a suitable research methodology for integrating the Internet in the marketing strategy of a bank or financial institution.

Geoffrey J. L. van Meer and W. Fred van Raaij

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