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Saba Azeem

Doctor of Philosophy, (Banking)
Study Completed: 2020
Massey Business School


Thesis Title
Customer behaviours and online banking in New Zealand

Although banks want to identify customer needs through meaningful interactions, understanding customer behaviour is often complex in the digital marketplace. Ms Azeem examined the effects of six demographics (age, gender, household income, education, employment and marital status) on New Zealanders’ use of online banking and the predictive utility of demographic characteristics. Her research offers better understanding of customers’ adoption and use of online banking technologies and emphasizes the importance of a customer-centric banking culture in New Zealand and other regions.

Professor David Tripe
Associate Professor Claire Matthews