Personalization is an innovative strategy which enables the bank to further differentiate from its competitors by drawing the client into increasingly deeper levels of mutually beneficial relationships. However, for any personalization effort to succeed both the bank and its client need to perceive it as being relevant and beneficial to their interests.
The purpose of this thesis is to examine the relationship between individuals’ levels of willingness to communicate and their preferences for making transactions online. Two different types of online transactions are being studied here, i.e. online shopping and online banking. Using theories
Online banking and e-commerce applications have good protection against attacks directed direct towards their computer systems. This, the attacker has considered and instead use “social engineering” attacks, such as phishing to gain access to the information inside [1] [15] [21]. Phishing is