Lemmon, Gourley, and Ward study credit union members to determine their pattern of adopting new electronic delivery services. The purpose of this study is to provide insights for credit union managers about the characteristics of their members. The survey also reveals members awareness and preference of services.
Lemmon, Gourley, and Ward study credit union members to determine their pattern of adopting new electronic delivery services. To determine this pattern, members were divided into three categories: innovators, the first to adopt the service; late adopters, the next to adopt the service, and laggards, the last group of members’ to adopt the service.
The purpose of this study is to provide insights for credit union managers about the characteristics of their members. As a result credit union managers and marketers will have a better understanding of the members to target when introducing new electronic systems. The survey also reveals members awareness and preference of services.
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