出嫁从夫 醉卧红尘,开江,www.0731.cm
problem of marketing and promotion efforts. This study borrows the perceived risk model from consumer behaviour and uses it as an evaluation method for new electronic banking services. It can provide useful insights for the marketers of innovative electronic banking services by taking into account potential customers’ risk perception of the technology. This also signifies that more marketing research and consumer participation in designing and introducing new banking services is required in order to gain more user acceptance. To capitalize fully on the positive effects of EFTPoS (e.g. low physical risk), the bank marketers should launch some promotional campaigns to alert consumers to the benefits offered by EFTPoS. To reduce customers’ fears and worries, it is also appropriate to consider introducing some risk reduction techniques, e.g. endorsements by key people in society (reducing psychological risk), moneyback guarantee (reducing financial risk) and live demonstration and free trial (reducing time loss risk). To make EFTPoS more attractive to customers, the EFTPoS vendor may consider, at least for a trial period, to allow debit cards with standby credit facilities, i.e. transactions would be debited from the customers’ bank accounts after several days instead of immediately. The most important strategy is that the EFTPoS has to create its own identity as a low-risk, high-performance payment method. Many information technology products and EFTS services have failed planners’ or suppliers’ predictions in the past. Unfortunately, reasons for these failures have seldom been documented in subsequent learning cycles. Research indicates that planners or suppliers have ignored or underestimated potential users’ real-life needs and concerns, i.e. the gap between theory and practice. One method to further bridge this gap between theory and practice is to use an integrative multidisciplinary approach to plan EFTS. As visions are widened, communications between planners, user organizations and the Government will be enhanced. Exploring EFTPoS within a single discipline, for example as a paperless fund transfer method (economic), a computer networking system (technological), and a suppliercustomer communication channel (marketing), could eventually result in incompatibilities and conflicts. Technological excellence cannot dictate success; a good marketing mix, prompt service support, sufficient legal protection and educational efforts, etc. are also relevant. As indicated by Stone and Gronhaug (1993), risk perceptions in purchases vary between people and banking products. Further empirical studies of perceived risk should include both different types of subject |
