Who uses internet banking in Turkey and why?

İLTER B., Y.saatçioglu Ö. Y., Kuruoģlu E.

6th European and Mediterranean Conference on Information Systems, EMCIS 2009, İzmir, Turkey, 13 - 14 July 2009 identifier

  • Publication Type: Conference Paper / Full Text
  • City: İzmir
  • Country: Turkey
  • Keywords: Clustering, Discriminant analysis, Internet banking usage, Turkey
  • Dokuz Eylül University Affiliated: Yes


Turkey has a developed banking sector which has a very important place in Turkish economy. Internet banking applications started in 1997. Though it does not have a long history it has a very huge potential in the Turkish market. The aim of this paper is to explore if demographical factors are important in identifying the target customers for internet banking; to identify the perception of consumers regarding the attributes of internet banking usage; and to check if consumers perceive internet banking as a useful alternative channel. For this, an empirical research was conducted on 506 internet users over the age of 18, and two different clusters of non-users of internet banking and three different clusters for users of internet banking were identified, based on the demographic characteristics of respondents, which could be a valuable tool for marketing managers for identifying their segmentation and positioning strategies. Five factors were found to be as attributes of internet banking usage. Among the five factors, "security and trust" was found to be the most important factor for Internet banking usage. Finally, the discriminant analysis carried out reveals clues for bank managers about how to identify potential Internet bank users.