Exploring bank website expectations across two task scenarios

Kathryn Waite, Tina Harrison, Gary Hunter

    Research output: Contribution to journalArticlepeer-review

    4 Citations (Scopus)


    This article compares consumer expectations of bank website functionality for two online task scenarios: information search and transaction. This study uses task technology fit theory and follows a novel methodological approach by using expectation fit according to a set of website attributes. An online questionnaire, distributed through e-mail invitation, achieved a sample of 469 Internet users. This research finds several points of similarity and difference with regard to consumer expectations of website attributes according to task context and makes an important and original contribution to both practice and theory. For marketing practitioners, the findings inform how they might manage expectations to facilitate positive website experiences. Theoretical contributions are made through integrating IS and Marketing theory to identify the impact of goal-directed behaviour on satisfaction with website attributes. © 2011 Macmillan Publishers Ltd.

    Original languageEnglish
    Pages (from-to)76-85
    Number of pages10
    JournalJournal of Financial Services Marketing
    Issue number1
    Publication statusPublished - Jun 2011


    • expectations
    • online banking
    • task technology fit
    • website quality


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