• Deutsch
  • English

Personalized Marketing Messages in an Online Banking Context: Does Anybody Notice?

Dimension Value
  • Type of the Research Result
  • Empirical Study
    • Survey Results
  • Current Status of Development
  • In Progress
    • With Pilot Application
  • Number of Cases
  • Not Specified
  • Functional Area
  • Coordinating Processes
    • Strategic Planning of Product-Service-Systems
  • Supporting Processes
    • Information Management
    • Other Supporting Processes
  • Company Size
  • Not Specified
  • Lifecycle Phase
  • Not Specified
  • Pre-Utilization
  • Types of Customers of Value Bundles
  • Businesses
  • Private Customers
  • Industry Sector
  • Banking and Insurance
  • Standardization
  • Not Specified

This paper reports on a research project, the first part of which studied via focus groups the perceptions of a Nordic bank’s customers towards various personalized marketing messages in their online bank. Authors employed the Elaboration Likelihood Model (ELM) of persuasion as a theoretical framework. In the second part, a 9-week field experiment at an online bank was conducted. In this experiment, customers were shown personalized banner advertisements when they logged in to their online bank service. Three different types of financial products were promoted to three groups of customers.

This research result was described by Sanja Tumbas (2. May 2011 - 7:56)
This research result was last edited by Sanja Tumbas (26. November 2011 - 18:21)

Further information

This Research Result is related to the following Organization/s

This Research Result is connected to the following Publication/s