Internet banking adoption in the emerging markets: the case of Kosovo

Wilson OZUEM & Yllka AZEMI

Abstract A number of theoretical and empirical evidences focus on business models of innovations diffusion from developed countries, where pre-existing product technologies are modified and disseminated into developing countries mass markets. This has prompted some questions on its nature and understanding in developing countries like Kosovo. Assessing modernist and post-modernist perspectives through phenomenological hermeneutics and a capability based model, this paper examines the level of technologically induced customer services in the banking services sector on salient issues in Kosovo.
Keywords computer mediated marketing, online services,
customer services, banking industry, emerging markets
JEL classification M3, M150, M310