(after all, it's much cheaper to go to a practically dead market than to enter the market
at the peak of economic activity and growth).
Thus, the success of any banking innovation will depend on how popular it will
be with consumers. Thus, the assessment of the perception of Internet banking as an
innovative technology was carried out by questioning clients and top managers of
credit institutions in Kyiv [12].
The results of the survey show that respondents were rather positive about
banking Internet services than neutral or negative. They realized the comfort that bank
self-service brings with it. The respondents' answers regarding material benefits and
public pressure were quite contradictory, and on accessibility and confidentiality -
negative.
The second group of questioned respondents included those who do not actively
accept Internet banking. In the course of the research, the reasons for the customers'
aversion to Internet banking were revealed. There are eight factors that inhibit the
adoption of this innovative technology in the banking business: risk, uselessness, lack
of knowledge about Internet banking, inertia, inaccessibility, little human
communication, the price of the service (it means buying a computer), fatigue.
The conducted research testifies to the existence of problems in the tariff policy
of banks on the provision of traditional and virtual services (in the ratio of the cost of
services received by traditional and remote routes).
Both groups of respondents put first of all the question of security (confidentiality
or risk). Hence the conclusion - banks need to pay more attention to systems of bank
protection against unauthorized access to banking networks and bringing information
about the bank's achievements in this area to each bank Internet user.
Perception of Internet banking by bank top managers, as the study showed, does
not depend on the size of the bank, the number of its employees, the bank's capital, the
value of all assets and profits. According to the results of the statistical processing of
state responses regarding the perception and acceptance of Internet services, four
groups were identified, each of which included managers with almost identical
perceptions of such innovations: hesitant, sure, sceptic, non-surplus. The processing of
the questionnaire’s answers suggested to the management of credit institutions showed
that, unlike the statements made by some analysts in the press, bank top managers
consider affiliates and additional offices to be a favourable channel for promoting
services, they are sure that this channel will remain effective. Internet banking for them
is now less important, based on respondents' answers, and takes the second position.
So, the majority of respondents (top managers) do not believe that the Internet
will supplant the branch and consider personal relations an important element in the
provision of banking services. Here, the position of top managers coincides with the
opinions of customers.
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