Gende and p e e ences o pe sonal con ac : key a iables in he
In e ne Banking use by elde ly people.
MARIA ANGELES RAMÓN-JERÓNIMO
Depa men Business Adminis a ion and Ma ke ing
Pablo de Ola ide Uni e si y, C a. de U e a, km. 1 41013, Se ille
SPAIN
[email p o ec ed]
BEGOÑA PERAL-PERAL
ANGEL FCO. VILLAREJO-RAMOS
Depa men Business Managemen and Ma ke ing
Uni e si y o Se ille A . Ramón y Cajal, 1, 41018 Se ille
SPAIN
[email p o ec ed], [email p o ec ed]
Abs ac : - The analysis o he se ices o e ed by he In e ne Banking and he esponse o clien s o hese
se ices cons i u e a powe ul ool o he success in his ma ke . In he case o elde s, he popula ion is
he e ogeneous and he unde s anding o di e ences in esponses and beha iou s is he basis o any good
s a egic de elopmen d i en o he pe sonaliza ion o he se ice. The p esen s udy aims o analyse he gende
gap in he use o In e ne Baking and p e e ences o pe sonal con ac in he g ey ma ke as key a iables in he
explana ion o he equency o use o en se ices egula ly o e ed by he In e ne banking. A sample o 415
indi iduals olde han 55 yea s has been analysed. Resul s show he exis ence o a gende gap in he equency
o use, being women spo adic use s compa ed o men. In addi ion, we ound ou how he le el o au onomy in
he p e e ence o pe sonal con ac dilu e gende di e ences o some se ices.
Key-Wo ds: - elde ly, In e ne banking, gende gap, pe sonal con ac .
2
INTRODUCTION
Elec onic banking is one o he mos success ul business- o-consume applica ions in elec onic
comme ce [1]. In e ne banking (IB) is a channel ha allows consume s o pe o m a wide ange
o inancial and non- inancial se ices h ough a bank's websi e [2]. IB has eme ged as one o
he mos p o i able e-comme ce applica ions along he las decade [3, 4]. Mo eo e , IB
cus ome s a e he mos in e es ing o banks [5], showing an inc eased sa is ac ion, mo e
posi i e wo d-o -mou h communica ions and he lowes in en ion o change o o he inancial
ins i u ions [6]. Howe e , al hough he g ow h om 2008 o 2012 is no iceable (31% o Eu ope
and 60% o Spain) no e e yone uses IB: a 38% o he popula ion aged om 16 o 74 yea s in
Eu ope and only a 32% in Spain. Bu age is no he single socio demog aphic a iable
explaining di e ences in UE coun ies; i is also possible o cap u e hese di e ences in he use
o IB ac oss gende s. (Figu e 1) [7].
Figu e1. Pe cen ages o IB use s in UE (27) and in Spain by gende (2005-2012).
Se e al s udies ha e documen ed he a ac i eness in he inancial s a us o he g ey ma ke .
Managing he g ey ma ke is one o he ho opics in elec onic banking oday. Re i emen can
dec ease household income, howe e , he income pe membe o he household does no
dec ease ha much since he child en has usually al eady mo ed away. Thus, ma u e consume s
ha e signi ican pu chasing powe bu also a need o ca e ully managing hei asse s along hei
li espan, making he 55-plus segmen ex emely luc a i e o he inancial se ice p o ide s.
Ma u e consume s a e becoming amilia wi h echnology such as compu e s, In e ne and
mobile phones.
Ma ke e s oo o en s e eo ype olde consume s and igno e hem in hei ma ke ing ac ions [8].
Elde s p esen a high he e ogenei y [9, 10] in hei pu chase beha iou making necessa y o
design s a egies cap u ing his he e ogenei y o co ec ly d i e ma ke ing ac ions o he g ey
ma ke . Fo hese easons, his wo k ies o analyse i gende and p e e ences o pe sonal
con ac wi h banks’ s a in luences IB use. Finding ou hese di e ences would allow banks o
iden i y p one clien s o use IB and adap hei s a egies h ough he pe sonaliza ion o he
se ice.
INTERNET BANKING USE
Some au ho s [11, 12, 13] show demog aphic a iables a ec ing IB use, al hough mos o he
indings poin o a iables such as gende , age, income, le el o educa ion, occupa ion o amily
size a ec ing IB use [14, 15, 9] o he ac o s could be help ul de ec ing exis ing segmen s
ega ding IB use: geog aphical and psychological c i e ia [16, 17], a i udes, expec ed bene i s
[18] o he pe cep ion o he secu i y and p i acy isks [19, 15]. In addi ion, he p ope y o
inancial p oduc s and pe cep ions and a i udes owa ds ecei ed se ices and In e ne as a
inancial dis ibu ion channel [13], banking ansac ions conduc ed by clien s [20] o he numbe
0
5
10
15
20
25
30
35
40
45
2005200620072008200920102011
EU (27) Males
Spain Males
EU (27) Females
Spain Females
3
o banks used by cus ome , acqui ed bank p oduc s and he equency o use [21] a e c i e ia
ha ha e been also analysed o explain IB use.
Rega ding elde ly and echnology and al hough hey a e no a homogeneous segmen o banking
ma ke , a s e eo yped p o ile o olde pe sons has been used [9]. Fo his eason, ou wo k aims
o analyse he use o IB se ices in he elde ly segmen , analysing gende and he p e e ence o
pe sonal con ac in banking.
Fi s ly, conce ning gende and In e ne use, i has been sugges ed ha echnology adop ion
di e s be ween males and emales. Men end o be mo e ask-o ien a ed [22], sys ems-
o ien a ed [23] and mo e willing o ake isks han women [24].
Men’s decisions o use a compu e sys em could be conside ed mo e in luenced by he
pe cei ed use ulness while women’s decisions would be in luenced by he ease o use o he
sys em [25] and he e may be gende di e ences in he mo i a ion, du a ion and enjoymen as e-
consume s [26]. Gi en ha emales ha e adi ionally exp essed mo e nega i e a i udes and
g ea e le els o anxie y owa d compu e s han males [27], less sel -pe cei ed compe ence and
a lowe ease o use wi h espec o he In e ne [28], i seems easonable o conside ha In e ne
banking use may be depend on gende . The e o e, we expec ha olde women use In e ne
banking less han men.
Secondly, some people p e e echnology-enabled se ices be p o ided p ecisely because i
elimina es he need o pe sonal con ac and in e ac ion wi h se ice pe sonnel and o he
cus ome s and e en hey ind i enjoyable [29, 30]. O he s, howe e , p e e o deal o in e ac
wi h people a he han machines, which a e o en hough o be impe sonal and incapable o
p o iding a pe sonalized se ice [31, 32]. Fo his, i is easonable o expec ha cus ome s who
desi e pe sonal in e ac ion wi h he bank may be eluc an o adop and use echnologically
acili a ed means o se ice p o ision, simply o hei p e e ence owa d he pe sonal elemen
and he oppo uni y o social in e ac ion [33, 34]. Desi e o pe sonal con ac does ha e nega i e
impac on usage o in e ne banking [29], while “sel -su icien ” inancial cus ome s, p e e ing
o make hei inancial decisions on hei own, wi hou need o ad ice om hei inancial
en i ies, a e mo e likely o use he In e ne o banking ansac ions [35]. The e o e, we expec
ha elde ly wi h high p e e ences o pe sonal con ac use IB less han sel -su icien ones.
METHODOLOGY
Da a we e collec ed h ough a su ey du ing he mon hs o No embe and Decembe 2012
using s uden s o e 55 yea s hold en olled in he “Expe ienced Class oom” ini ia i e in a
Uni e si y in he Sou h o Eu ope. The numbe o alid su eys was 415 wi h a p opo ion o
women o 62.5%. The a e age age was 63.6. Mos o hem had seconda y s udies 54.2%, and
uni e si y s udies 36.1% and socioeconomic class was mos ly middle class 80.2%.
We employed scales es ed in p e ious esea ch o measu e p e e ences o pe sonal con ac
[29] and IB use [36]. These i ems we e ancho ed on a 7-poin Like scale (1 = s ongly
disag ee; 7 = s ongly ag ee). The In e ne banking se ices’ concep was measu ed using an
exis ing scale [33]: S1- Check he balance o my accoun s; S2- T ans e unds be ween
accoun s; S3- Make paymen s (c edi ca d, elephony and elec ici y bills, o he paymen s); S4-
T ans e unds om my accoun o o he pe son’s accoun ; S5- Ge in o ma ion on my
in es men po olio (sha es, mu ual unds); S6- T ade sha es and check he s a us o my o de ;
S7- Ge in o ma ion on di e en ypes o loans; S8- Ge an upda e on my exis ing inancing
loan(s); S9- Apply o a inancial se ice; S10- Con ac my bank o answe a ques ion. Use
equency o each se ice desc ibed was ancho ed by: no use, unde 5 imes a yea , be ween 6
and 11 imes a yea , once a mon h, se e al imes a mon h, se e al imes a week, once o mo e
imes a day. To elimina e possible ambigui ies in he ques ionnai e, i was pilo ed using se en
olde adul olun ee s.
4
To assess he cons uc s, we conduc ed a con i ma o y ac o analysis (CFA) using PLS wi h
Sma PLS 2.0.M3 [37]. Based on he CFA esul s, we analyzed con e gen alidi y,
disc iminan alidi y, and he eliabili y o all he mul iple-i em scales [38] (Table 1).
Composi e ac o sco es we e calcula ed o pe o m u he analysis.
Table 1. Reliabili y and Validi y
Cons uc
I ems
Loadings
Pe sonal con ac
AVE: 0.761
Composi e eliabili y: 0.927
C onbach’s Alpha:0.896
I p e e o deal ace- o- ace wi h cus ome se ice people
0.869
I am mo e eassu ed by dealing ace- o- ace wi h cus ome
se ice people
0.904
I like o communica e wi h people when se ices a e being
p o ided
0.817
I eel like I’m mo e in con ol when dealing wi h cus ome
se ice people han wi h au oma ed sys ems
0.897
Use
AVE: 0.848
Composi e eliabili y: 0.943
C onbach’s Alpha: 0.911
I use he In e ne banking equen ly
0.915
I expend a lo o ime using In e ne banking
0.918
I am e y in ol ed wi h he In e ne banking
0.931
RESULTS
The use o con ingency ables is he basic echnique o examining he dependence be ween wo
ca ego ical a iables. We analyse i IB use, in gene al, and i he equency o use o online
bank se ices a e independen om gende . In addi ion, we examine i he e a e di e ences in
he p e e ences o dealing wi h bank s a conside ing gende .
As i is shown in able 2, he wo-sided asymp o ic signi icance o he chi-squa e s a is ic was
lowe han 0.01 o all he bank se ices analysed. Showing e idence o he exis ence o
dependence be ween gende and IB use and gende and he equency o each bank se ices.
Men ha e, on a e age, highe equency o use han women. Rega ding he p e e ences o
con ac wi h bank s a , women ha e highe a e age alues han men (5.395 s. 4.752) (see
Table 2).
Table 2. Chi-squa e s a is ics, di e ences ac oss gende s
Chi-Squa e
(Asymp Sig.)
Mean o
equencies
Men - Women
S1- Check he balance o my accoun s
38.081 (.000)
4.56 - 3.38
S2- T ans e unds be ween accoun s
34.356 (.000)
3.12 - 2.22
S3- Make paymen s (c edi ca d, elephony and elec ici y
bills, o he paymen s)
23.381 (.001)
2.78 - 2.01
S4- T ans e unds om my accoun o o he pe son’s
accoun
29.460 (.000)
2.77 - 2.12
S5- Ge in o ma ion on my in es men po olio (sha es,
mu ual unds)
24.866 (.000)
2.89 - 2.21
S6- T ade sha es and check he s a us o my o de
32.298 (.000)
2.27 - 1.65
5
S7- Ge in o ma ion on di e en ypes o loans
27.043 (.000)
2.3 - 1.66
S8- Ge an upda e on my exis ing inancing loan(s)
23.186 (.000)
1.74 - 1.37
S9- Apply o a inancial se ice
26.289 (.000)
1.83 - 1.45
S10- Con ac my bank o answe a ques ion
18.841(.004)
2.37 - 2.28
USE_MED
51.372 (.000)
3.376 - 2.488
PC_MED (Pe sonal Con ac )
69.524 (.000)
4.752 - 5.395
Wi h espec o he symme ic measu es (phi, C ame ´s V and con ingency coe icien ), he
s a is ics indica ed a s a is ically signi ican ela ionship and he alues o all h ee measu es
eached alues om 0.243 o 0.417, showing s ong ela ionships among he cons uc s unde
analysis.
We analyse he dependence among p e e ence o pe sonal con ac and he equency o use o
online banking se ices, bo h o dinal a iables. As esul o he Gamma analysis, he
dependence be ween p e e ence o pe sonal con ac and he equency o use o online banking
se ices is shown being he pa ame e s s a is ically signi ican bu nega i e indica ing ha he
g ea e is he p e e ence o deal wi h bank s a , he lowe equency o online banking and IB
use a e (Table 3).
Table 3. Symme ic measu es
Gamma
(Asymp Sig.)
Kendall´s
Tau c
(Asymp Sig.)
S1- Check he balance o my accoun s
-.261 (.000)
-.222 (.000)
S2- T ans e unds be ween accoun s
-.368 (.000)
-.269 (.000)
S3- Make paymen s (c edi ca d, elephony and elec ici y
bills, o he paymen s)
-.287 (.000)
-.179 (.000)
S4- T ans e unds om my accoun o o he pe son’s
accoun
-.358 (.000)
-.245 (.000)
S5- Ge in o ma ion on my in es men po olio (sha es,
mu ual unds)
-.234 (.000)
-.149 (.000)
S6- T ade sha es and check he s a us o my o de
-.285 (.000)
-.146 (.000)
S7- Ge in o ma ion on di e en ypes o loans
-.227 (.000)
-.125 (.000)
S8- Ge an upda e on my exis ing inancing loan(s)
-.292 (.000)
-.117 (.000)
S9- Apply o a inancial se ice
-.285 (.000)
-.127 (.000)
S10- Con ac my bank o answe a ques ion
-.166 (.001)
-.113 (.001)
USE_MED
-.410 (.000)
-.321 (.000)
O he ques ion analysed is he possible exis ence o dependence be ween he p e e ences o
pe sonalized a en ion and gende o he esponden and he a iables o IB use and equency o
use o se ices online. Fo his eason, we use he a iable pe sonal con ac o di ide he sample
in o wo pa s: hose who p e e o be sel -su icien o au onomous (pe sonal con ac alues 1
o 4) and hose who p e e o deal di ec ly wi h he s a o he bank ( alues 5 o 7). The chi-
squa e es was pe o med sepa a ely o bo h g oups.
Resul s indica e ha o six o he online bank se ices gende and equency o use a e ela ed,
independen ly om i he pe son p e e s o no o deal wi h s a bank. Howe e , o ou o he
se ices: SERV5- Ge in o ma ion on my in es men po olio; SERV8- Ge an upda e on my
exis ing inancing loan(s); SERV9- Apply o a inancial se ice and SERV10- Con ac my
bank o answe a ques ion), elde s who en olding he g oup o sel -su icien in hei inancial
decisions, p esen ed no di e ences among men and women. In addi ion, di e ences in he

6
equency o use o online banking se ices depending on gende o elde s p e e ing o deal
wi h bank employees we e s a is ical signi ican .
DISCUSSION, LIMITATIONS AND FURTHER RESEARCH
The In e ne banking o e s ad an ages o elde s, 24 hou s access, e sa ili y, independence
and he possibili y o o e come he physical ba ie s o he age in he access o se ices.
Howe e , he g ey ma ke p esen s a lack o adap a ion and s ill emains in he call o a
pe sonal a en ion. The In e ne banking has changed he ype o ela ionship be ween clien s
and banks. T adi ionally, his ela ionship was based on he physical p esence o bo h, clien and
s a . Today, in con as , i is possible o manage accoun s and all o he se ices online ha ing
he oppo uni y o compa e di e en p o ide s quickly and easily. In his ma ke , banks need o
be e unde s and he new ype o ela ionship ha he use o In e ne gene a es and how o
ope a e. The u u e o he In e ne bank is in he ype o se ices o e ed and in he way hey
in e ac wi h clien s sa is ying hei needs. In his line, i seems easonable o conside ha he
success could be in he pe sonaliza ion o se ices o a ac i e segmen s.
The elde ly cons i u e a g owing segmen oday and p esen s di e en cha ac e is ics om he
es o he popula ion (mo e ee ime, g ea e eedom in hei economic and inancial
decisions, and less use o In e ne and o he ICTs). Howe e , hey do no cons i u e a
homogeneous segmen [39]. In ac , he p esen wo k shows he exis ing gende gap desc ibed
in he eal dependence among he In e ne Banking use and gende . Speci ically all he In e ne
Banking se ices analysed p esen ed signi ican di e ences among gende s, being used in a
highe ex en by men han women. An explana ion o hese di e ences could a ise om he
p e e ence o women o pe sonal con ac . In he sample analysed woman p esen ed highe
mean alues o his p e e ence and, as i is shown in ou esul s, p e e ence o pe sonal con ac
seems o be nega i ely ela ed o he use o In e ne Banking se ices. Women p e e a pe sonal
con ac in he IB showing a p e e ence o pe sonal sou ces o in o ma ion and lowe isks.
A deepe analysis, di e en ia ing be ween au onomous and dependen clien s -who p esen low
and high le els o pe sonal con ac p e e ences espec i ely- show how au onomous ge
in o ma ion, in e ac and apply o a se ice independen ly om gende . Main aining he gende
di e ences obse ed in he comple e sample o he es o he se ices.
How o pe sonalize se ices o elde s? Rega ding he esul s p esen ed in his pape , a i s idea
comes om he gende gap, i seems app op ia e di e en ia e he o e among gende s. Females
p e e highe le els o secu i y and pe sonal con ac , hen companies in e es ed in his segmen
mus p epa e hei Web o he in e ac ion o hem. Webs cons i u e he only communica ion
channel in his case and designs mus i he p esence o au onomous and dependen elde
people. Au onomous mus eel a simila expe ience o he pe sonal con ac and he secu i y and
assis ance p o ided by he absence o s a mus be compensa ed by design, unc ionali y,
a ailable in o ma ion and ease o use. Women show his need o a en ion in a highe ex en .
Banks mus analyse all he cu en da a hey ha e abou ela ionships wi h elde s om di e en
gende s o pe sonalize he o e o hem changing he se ice om he concep o segmen a ion
o pe sonaliza ion. Th ough he pe sonaliza ion based in da a analysis, banks can ein o ce he
in e ac ion wi h clien s in manne s no achie ed by he pe sonal con ac because se ices can be
o e ed in a cheape , as e and be e manne . Banks ying o a ac he a en ion o elde s
owa d he In e ne banking mus conside o d i e hei o e speci ically o hem, ai hem as
people mo e han a segmen and pe sonalize he se ice h ough he In e ne .
This wo k mus be conside ed as a i s s ep in he unde s anding o he g ey In e ne banking.
Fu he esea ch could pe secu e mo e ambi ious objec i es o compensa e he limi a ions o his
esea ch. Fi s , he di icul y o collec da a om elde s d o e us o hose membe s o he
popula ion ha we e a ou disposal, being ou sample collec ed wi hou conside a p obabilis ic
app oach. Al hough he sample is di e se and he p opo ion o socio demog aphics p esen in
he popula ion is consis en wi h he dis ibu ion o he sample used, con enience sample mus
be unde s ood as a i s app oach calling o a deepe analysis o his g oup. Secondly, he
concep s analysed in his pape a e only a na ow ision o he complex phenomena o In e ne
7
banking o elde s. Many o he a iables could be help ul in he unde s anding o he g ey
ma ke beha iou s, o ins ance psychological a iables as hose appea ing in TAM2 [40] o
TAM3 [41] o concep s such as sel -con idence, ole ance o isk and so on. Fu he esea ch
could deeply analyse he psychological p o i o elde s using In e ne
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Acknowledgemen s
The ini ia i e Andalusia P ojec s o Excellence has inanced his esea ch h ough he p ojec
P09-SEJ-4568. We wan also o hanks he collabo a ion o Rosa Mª A ila and he Class oom
Expe ience a he Uni e si y o Se ille in he da a collec ion.