Customers' characteristics of behaviour to use tech-marketing in banks: Propositions for future research

Abstract

Customers play a vital role in the marketing world. Without customers, marketers cannot continue to exist in the marketplace. Technological application into marketing activities increases the global access for customers to identify all the details of different products and services. Marketers needed to embrace the applications of technologies into their business or marketing activities. The Internet is the biggest medium to contact and provide direct information to the customers which reduce transaction cost for marketers. Information superhighway and electronic devices in the home create more and more "market choice box" for the customers. In Sri Lanka, still, there are few technology-based marketing approaches in private owned licensed commercial banks in an effective manner. Especially, Northern Province private owned commercial banks want to develop more on technical aspects. Before that, marketers want to give more concern on technology applications into the overall marketing activities by way of understanding the key part of customers' characteristics. There are customers by means of different cultural groups and also various religious groups with different characters of consumption behaviours. Many researchers have done their research works on the subject of consumer behaviour (Bellman, Lohse and Johnson, 1999). While marketers understand or study consumer behaviour, they want to know about customer characteristics. But, most of the researchers have neglected the area of customer characteristics in a deep manner. Especially, behaviour to use tech marketing related to customer characteristics research studies have not been conducted in Sri Lanka. This is the big "knowledge gap" in this study. This research study mainly focuses on analyzing the past studies to prepare the future research on customer characteristics with behaviour to use tech-marketing. It's very much appropriate to develop propositions and propose a new model for this current phenomenon of technology marketing. In this contemporary situation, this research contribution is to give the massive significances to private owned licensed commercial banks.