Assessment of customer knowledge, attitudes and usage of internet banking services in Nairobi, Kenya
The objective of the study was to assess customer knowledge, attitudes and usage of Internet Banking services in Nairobi Kenya. The study sought to assess customers' knowledge level of Internet Banking, establish level of accessibility of Internet Banking services, determine attitudes of customers towards Internet Banking and assess customer usage of Internet Banking. The aim was to gain a deeper understanding on the current situation with a view to offer recommendations regarding the marketing of the service to customerS. The study employed the descriptive survey design and stratified the sample to lower, middle and upper class demographics in order to compare the study variables among the different social classes.The findings indicate that the knowledge levels of Internet Banking among the respondents were high as majority of lower class respondents and nearly all of the middle and upper class respondents were well aware that Kenyan banks are offering Internet Banking services. The practice (usage) of Internet Banking was varied across the different strata. Very few lower class respondents used the service while the usage significantly increased among the middle class and a majority of the upper class used the service. With regard to the attitudes, most of the respondents across the different strata felt that the Internet Banking service was worth using, increased accessibility to cash to the customers was effective and had caused a change in their Banking habits. The respondents also indicated that the service had increased competitiveness among banks, had attracted more customers, increased loyalty, and added value to their Banking experience and enhanced the banks service delivery. Internet Banking is one of the growing Banking services that is set to increase revenues to the banks as well as reduce the queues have become a problem and a source of inconvenience to many customers. The study of KAP of Internet Banking is a growing phenomenon that is set to take over conventional Banking. It is therefore important for banks find ways to introduce or improve the service. Banks that do not offer the services should seriously consider introduction of Internet Banking in the near future. The usage of Internet Banking is largely concentrated among the upper class. The attitudes of customers towards Internet Banking are relatively high. The banks therefore will not have a hard time convincing the customers to use the service. However, it is recommended that they focus on increasing security and availability to the customers.