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Consumer perceptions of online banking in Spain using netnography: a positioning story

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Consumer perceptions of online banking in Spain using netnography: a positioning story

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Nombre: IJBM-08-2016-0113.pdf
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dc.contributor.author Clemente-Ricolfe, José-Serafin es_ES
dc.date.accessioned 2018-02-05T11:02:48Z
dc.date.available 2018-02-05T11:02:48Z
dc.date.issued 2017 es_ES
dc.identifier.issn 0265-2323 es_ES
dc.identifier.uri http://hdl.handle.net/10251/96723
dc.description.abstract [EN] Purpose - The purpose of this paper is to determine the current positioning of online banking in Spain. Design/methodology/approach - Netnography, a new technique for obtaining information. Findings - The collection and analysis of 261 valid messages from two online consumer portals enables us to observe the existence of two competitor groups and two types of attributes. On the one hand, consumers perceive online banking as competitors depending on their size; and on the other hand, negative (or positive) aspects are compensated (or accepted) as a result of greater (or lesser) profitability. This means that different forms of value creation are offered with online banking clients. Originality/value - The methodology used represents an innovative way to determine the positioning of online banking and could be extended to other digital products. es_ES
dc.language Inglés es_ES
dc.publisher Emerald es_ES
dc.relation.ispartof International Journal of Bank Marketing es_ES
dc.rights Reserva de todos los derechos es_ES
dc.subject Commercial banks es_ES
dc.subject Internet banking es_ES
dc.subject Consumer perception es_ES
dc.subject Netnography es_ES
dc.subject Digital consumer banking es_ES
dc.subject.classification ECONOMIA, SOCIOLOGIA Y POLITICA AGRARIA es_ES
dc.subject.classification COMERCIALIZACION E INVESTIGACION DE MERCADOS es_ES
dc.title Consumer perceptions of online banking in Spain using netnography: a positioning story es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.1108/IJBM-08-2016-0113 es_ES
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Economía y Ciencias Sociales - Departament d'Economia i Ciències Socials es_ES
dc.description.bibliographicCitation Clemente-Ricolfe, J. (2017). Consumer perceptions of online banking in Spain using netnography: a positioning story. International Journal of Bank Marketing. 35(6):966-982. doi:10.1108/IJBM-08-2016-0113 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion https://doi.org/10.1108/IJBM-08-2016-0113 es_ES
dc.description.upvformatpinicio 966 es_ES
dc.description.upvformatpfin 982 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 35 es_ES
dc.description.issue 6 es_ES
dc.relation.pasarela S\343060 es_ES


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