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Factors Driving Computer Referrals and Usage: An Empirical Study in Banking Sector

Computer usage has become an integral part of 21 century business activities, acting as the driving force for efficiency, cost reduction and improved employee performance. Computers also tend to have positive physiological and psychological effect on employees. This paper delves deep in to understanding the benefits, drawbacks, and common referral means for computer utilization and its influence on employees of the banking industry, from marketing and brand perspective. Generally, the benefits are found to outweigh the negative impact of computers on banking businesses, employees and executives. Overall, financial benefits serve as the driving force for the adoption of computers in most financial institutions, while employee skill and knowledge development together with other hedonic benefits are indirect contributing factors. In this study, the benefits and drawbacks of computer usage on the various aspects of bank employees’ lives have been assessed to be generally positive. In addition, the functionality of the product, including productivity enhancement and learning possibilities have shown to be the right movers. While, from a brand perspective, the hedonic benefits of relaxation and value expressive through selfconcept of computer usage is found to be the other key driving