PURPOSE  The extent to which marketing programmes and processes should be standardized or adapted as well as technology acceptance propensity across national boundaries have received significant research attention in international marketing. That notwithstanding, past research has overlooked the consumers technology acceptance (TA) plays in adoption of cash free banking business model. Do consumers in different countries differ in their willingness to adopt new technology-based business model? What are the implications of their level of technology acceptance for financial services industry? To answer this question, this study uses a Technology Acceptance Model (TAM) as an analytical device in order to build on extant research. This is accomplished by conducting a comparative study on the attitude of bank customers towards cash free bank offices in Sweden and Lithuania and their willingness to accept cash free banking business model introduced in their countries.  

  RESEARCH DESIGN AND METHODOLOGY An empirical study is conducted to determine customer acceptance and intention to use cash free bank offices. By using a questionnaire based on the TAM model private customers in Vilnius (Lithuania) and Stockholm (Sweden) will answer questions regarding technology acceptance of cash free banking. The results will be analyzed and compared using the TAM model. The analyzing and comparison between the countries is ongoing, 100 questionnaires from the Baltic region are gathered and the next phase is to gather the same information in Sweden. (Deadline June 2012) We hope that the results will help to find the difference if there is such in customer acceptance of cash free bank offices. With help of four hypotheses we will try to find out which attitudes that is dependent when it comes to technology acceptance of cash free bank offices.

  PROPOSED FINDINGS In line with Siralova and Angelis 2006 we argue to carefully decide on the degree of standardization of the separate elements of the marketing strategy. Consumer technology acceptance can be used as a guideline for banks in order to take well grounded marketing strategy decisions. From the empirical material we hope to find differences and similarities between the customers in different countries and cities. However this study brings forward what customers think about cash free bank offices and how they intend to use them in the future. By analyzing internal- and external factors with the results from the technology acceptance questionnaire we hope to find dependent variables for attitude that can be used for the best possible understanding how to best design, promote and manage new technologies in order to have the best possible chance of customer acceptance.  

ORIGINALITY This study sheds light on cash free banking and a less cash dependent society. Past research has overlooked the role consumers’ technology acceptance plays in adaption of technology-based service encounter (Lin and Chang 2011, Kros et al 2011, Lewis and Hoel 1987, Akturan and Teczan 2012). This study builds on extant research by conducting a comparative study on the attitude of bank customers towards cash free bank offices in Sweden and Lithuania and their willingness to accept cash free banking strategy introduced in their countries.  

  KEYWORDS Services marketing, customer acceptance, payment services, marketing strategy, cultural differences, marketing mix content