Internet Banking in Greece: Development, Evaluation and Perspectives

Abstract: Revolutionary developments in marketing, information and communications technology continue to transform the banking and financial industry. Distribution of banking services through the Internet is an important part of this transformation. The objectives of this thesis are mainly to examine the role, which Internet banking can play as a new distribution channel of banking services for the benefit of both financial institutions and customers in Greece. The study explores the growth in on-line banking services and the ways in which financial institutions in Greece can take advantage of Internet technology to offer successful and cost-effective banking solutions. Moreover, this thesis addresses the key issues of concern to the banks regarding their strategic positioning and the products/services they offer or could offer on the Internet. Technology can help banks build an integrated delivery strategy for effective multi-channel management. Results identify the reasons why Greek banks use Internet banking and their effect and place an emphasis on the strategic impact of Internet technology as a core element of financial services. Greek banks want to expand their existing distribution channels using the Internet as another alternative channel. Internet banking in Greece is on its way to become the centerpiece of direct banking strategies.