DETERMINING E-BANKING USER PROFILES FROM ONLINE SATISFACTION AN EMPIRICAL APPLICATION

During the last decade national financial systems have undergone a deep transformation that has failed to reduce the high rate of branch banking. One of the most important changes in the sector has been the revolution that has led to the introduction of electronic banking among customers. Electronic Banking has become an element differentiator among financial institutions that they are trying to increase the level of customer satisfaction meeting their expectations that they manifest. The aim of this paper is to analyze the variables that influence the satisfaction of users of electronic banking and to identify their profile according to different socio-demographic, economic, financial and behavioral variables. The paper also establishes a series of recommendations on commercial matters for the extracted segments.