3.1 OVERVIEW
Collis & Hussey (2003) define ‘methodology’ as the overall approach to the research process, from the theoretical underpinning to the collection and analysis of the data. Basically, this chapter discussed the method and procedures of research used, the respondents of the study, the sampling technique, the instrument used, validation of the instrument, administration of the instrument and ethical consideration. Actually, this study aimed to evaluate the consumer resistance towards the growth of internet banking in UK. Assessment on the components that make up customer relationship was also investigated, thus forming clearer conclusions on the possible actions concerning the growth of internet banking in UK.
3.1.1 Research philosophy
This study is aiming to find out consumers’ resistance on the growth of Internet banking while even though it has been seen growing rapidly in the UK. Some consumers use Internet banking for the benefits of convenient and time saving, however, certain consumers are resistant to it. It focuses on a given situation of an in-depth analysis. The key theme in this study is the consumer acceptance of technology system, customer fears about security and privacy of financial information on Internet, trust feeling and the theoretical concepts has been examined using a wide range of relevant secondary sources and concepts intensively and thoroughly. Therefore, for this particular research project, the research philosophy is mainly interpretive.
3.1.2 Research approach
There are two major types of research approaches, namely deductive and inductive, where deductive is in which develop a theory and hypothesis and design and design a research strategy to test the hypothesis, whereas inductive is in which collect data and develop a theory as a result of data analysis (Saunders, et al., 2003 p. 85).
The inductive approach is a systematic procedure for analysing qualitative data where the analysis is guided by specific objectives (Saunders, et al., 2003). As only secondary data is allowed for the study, thus, for this particular research, an inductive approach was used. Furthermore, this study is particularly concerned with consumer resistances to the Internet banking such as technology acceptance, risks and trust. Therefore, the study of sample of subjects would be more appropriate than a large number as with the deductive approach. In addition, the aim of the study is trying to find what prevent certain consumers from using Internet banking rather than why consumers should use Internet banking. Given those factors, inductive approach is more suitable for this research.
3.1.3 Research Strategies
‘Research strategy’ is general plans of how you will go about answering the research questions that you have set (Saunders et al. 2003, p.90). Considering the research question and objectives, a combination of exploratory and explanatory studies was adopted.
First of all, the research is exploratory. In order to find the answers why consumers do not use Internet banking and to assess phenomena in new light, a literature research of Internet banking market in the UK and consumer behaviour is needed. As Internet banking is a fast growing new financial delivery channel, the conducted exploratory research is changeable as new data appears. Secondly, as consumer behaviours on the Internet banking are more related to psychological processes, studies that casual relationships between variables such as security and trust are termed explanatory studies. Thus, the information was gathered online from journals where branding in general is discussed and retail bank’s Web site. The main purpose of this reading was to get the idea of the practical implementation of Internet banking as a business strategy. Thirdly, based on those Internet banking inhibitors, how retail banks should develop their strategies to cope with these resistances. Some books and national paper articles related to marketing communication, consumer behaviour and marketing of service were also explored. Aside from this, the researcher also initiated primary researches done through survey and interview of related participants. Secondary researches are made to support the findings from the primary research.
3.1.4 Research methods
The subject chosen for this study is very topical. Secondary data was used in this study to answer the question. Secondary data is based on data collected for some other purpose. There are three main subgroups of secondary data: documentary data, survey-based data and multiple sources. Aside from this, the researcher also uses primary survey and interview.
Actually, the research described in this research is based on both quantitative and qualitative method. The qualitative method allows an iterative and flexible approach, while the quantitative research method allows dependent and independent variables specification and also permits for longitudinal measures of subsequent performance of the research subject. Throughout information gathering the choice and design of methods are continuously tailored, based on current analysis. This allows examination of significant latest issues and questions as they arise, and let the researchers to slump unproductive areas of research from the original research plan.
Actually, the methods used in this study offer many advantages due to the nature of this study. First of all, for many research questions and objectives, the benefits lie in the enormous saving in resources especially time and money (Saunders et al. 2003, p.200). Actually, this research didn’t only consider primary research but also secondary researches due to budget constraint and time limitation. Actually, secondary data provides incomparable benefit that primary data cannot offer. These have generated useful references and have provided a good staring point for formulate and generate ideas. For instance, data includes textbooks related electronic banking in financial industry, customer behaviour, and government white paper and banks websites. Those data has already been collected and provides an unobtrusive measure. All the sources are quite reliable. Secondly, secondary data may be the only viable choice for many aspects of this research due to the nature in itself. Many psychology data and aggregate data are not likely to be collected by the author; rather, secondary data from previous researches make this research with easy access. For example, many high quality national newspapers and journal articles being published are permanent and available in a form that may be checked relatively easily.
3.2 Data Collection and Analysis
In this study, primary research and secondary research was used. Primary research was conducted using questionnaire surveys to 100 customers and a sample of 10 clerical and 10 managerial in the business services, and 10 clerical and 10 managerial in the private services. The researcher tallied, scored and tabulated all the responses in the provided survey questions. A major aim of the survey is to know the perception of the respondents regarding the importance of technology in enhancing customer relationships in Banking and other issues. The researcher conducted the survey personally with the respondents.
3.2.1 Primary Research
To assess the problem at hand, the researcher prepared a questionnaire and a set of guide questions for the interview that is asked to the intended respondents. It was indicated that this will be answered with no more than 10 minutes of the respondents’ time. Furthermore, the answers was completely anonymous and confidential and if there were any particular questions the respondents do not want to answer, it was a standard that they should inform the researcher. Information or opinions are sought from personal customers, business customers and bank employees through the use of questionnaires. The aim is to obtain data from both the service user and the service provider. Actually, random sampling is the sampling design of this study; it is the most appropriate design to use in this study since the researcher decided the sample size of the study i.e. 100 bank customers and a sample of 10 clerical and 10 managerial in the business services, and 10 clerical and 10 managerial in the private services are chosen. This design is popular in the field of opinion research because it is done by merely looking for individuals with the requisite characteristics. Actually, the convenience of the bank to do research contributes to the eagerness of the researcher to investigate the satisfaction of its customers. To be realistic, the researcher was thinking about to pick up a local company in UK for research which is easier to get the access/permission. Then the bank in which the researcher is working came out into the picture since it is the only one in which the researcher was familiar with. As stated, random sampling was the design of the study but the researcher was recording some classification group such as gender, age group, level of satisfaction.
2 samples for both personal and business customers between the ages of 20 & 35 and 35 & 60 will be chosen. Both samples will then be divided equally by gender. A total of 100 questionnaires will be sent by post.
Questions will be focused on the type of transactions usually made, use of IT-based services, reasons for usage/non-usage, frequency of usage, which services are they satisfied or dissatisfied of and why, overall satisfaction of the services, extent of their awareness of new service developments, likelihood to recommend the services to others and overall relationship with the Bank.
Questionnaires to bank employees both in the business and personal services will be sent through the Bank's internal mail or via email. A sample of 10 clerical and 10 managerial in the business services, and 10 clerical and 10 managerial in the private services will be chosen.
Questionnaires will concentrate on testing whether new practices were taking customers away from the branches and type of customer feedback received on IT-based services. Ideas will be sought as to how technology could be used to enhance the Bank-customer relationships, how customers may be helped to use technology more effectively and how confident they feel in stimulating such developments.
A covering letter will accompany each questionnaire with a prepaid return envelope. This letter will provide an introduction of myself and explain the purpose of the study, provide my contact address, e-mail address and numbers, assure respondents of the confidentiality of their replies, provide the date by when a reply is required and finally, thank all respondents and invite further comments, suggestions and questions.
Further research will be carried out through consultation of books, journals and magazines. Secondary data may complement primary data collected, may confirm, modify or contradict my findings and allow focusing attention on analysis and interpretation, as suggested by Blaxter et al. (2001). Secondary data will support primary data collection to show a clearer picture of the technology's effect on the customer, banker and relationship between them.
Moreover, the distribution and collation methods that were used to manage the process ensure anonymity. The opening line was explained to them what the research is all about and how the researcher intends to regard the survey with high confidentiality. The results of questionnaire survey were presented in the tabular form with a few graphical representations. The questionnaire was shown at the appendix.
3.2.2 Secondary Research
For this research, a significant amount of publicly published data of the acceptance of Internet banking at the academic level is required. The source and availability of the data have been verified. The following databases include UK major retail bank’s Web sites and Google search sources. Furthermore, a considerate amount of data and empirical results are available from the academic resources of Oxford Brookes University, including academic books, in particular, academic journals from electronic databases in the subject area of acceptance of Internet banking.
Due to Internet banking being a fast growing new financial service delivery channel, studies on this area are limited from a range of textbooks, especially on the UK Internet banking market. However, almost all retail banks and countries have developed their own Web sites and studies. Thus, Most of the journal articles were retrieved online through the EMERALD database. Secondly, as this study is related to consumer acceptance of technology and financial market, journals from human computer studies, information management, International Journal of Bank Marketing and service marketing were adopted. For example, hits about Internet banking in EMERALD are about 1843 articles when traced keywords such as “Internet banking”. In order narrow down the research, by using mind map, key word “acceptance of Internet banking” was used, then the number of specific articles reduced to 469, however, only 37 articles were selected based on objectives of this study.
3.3 Research limitations
For this study, primary research and secondary research are used. Primary research are conducted using anonymous questionnaires that are sent to randomly selected customers of a banking sector. The questionnaires are only used to collect quantitative data. The data are analysed and compiled based on the goal of the study. In some circumstances, the secondary day may only partially research questions or objectives due to the fact that the data may have been collected for a different purpose; these data was used only to support the primary research and information. Furthermore, secondary data represents their studies made by others for their own purposes. Secondly, technology is fast growing like Internet. It is a fast growing technology. The research is not able to catch the speed of Internet. The books and journals within certain years about Internet banking are not sufficiently up to date.
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