CHARACTERIZATION OF THE ELECTRONIC BANKING CLIENTS

The scientific literature focused in the use of the electronic banking exposes the non-existence of papers about users' typologies of electronic banking services joining behavioral and attitudinal features. Therefore, the present manuscript obtains several underlying categories of users and characterizes them from the frequent use of electronic banking services, the attitude toward them as well as other classification variables. The crossing with the socio-demographics characteristics and the use of main retail-banks allows extracting interesting findings and recommendations regarding segmentation strategies.