Segmenting bank customers by resistance to mobile banking

The objective of the study is to explore bank customers' varying reasons for resisting mobile banking services. Before being adopted, all innovations face various types of resistance that may paralyse customers' desire to adopt an innovation. Following Ram and Sheth (1989), resistance was measured with five barriers, namely, usage barrier, value barrier, risk barrier, tradition barrier and image barrier. An internet questionnaire was developed and 1,540 responses from the non-users of mobile banking were collected. The results of the cluster analysis showed that different bank customers do indeed have different reasons for resisting mobile banking. The study provides academics and bank managers with an enhanced understanding of the different reasons inhibiting mobile banking adoption and the consumer demographics that determine such resistance.