Factors Affecting the Image of E-banking Customers in Albania (The Case of Gjirokastra Region)

Абстракт

Rapid expansion of e-banking in Albania in recent years has instigated many banks to design effective marketing strategies in order to promote e-banking services to its customers. The purpose of this study is to show the impact that the number of years with the bank, number of transactions, income and employment status have on customer’s image to banks. The study is based on primary data. The data were analysed using the analysis of variance where it was found that monthly income and employment status are important factors that affect the average image of customers to bank, while the number of transactions with the bank and number of years with the bank are not factors that affect the average image.