HIGHLIGHTS
- who: Sotirios Kontogiannis from the Lambros Tsourgiannis, International Hellenic University, Greece have published the research work: DOI: 10.4018/IJISSC.321711 *Corresponding Author, in the Journal: (JOURNAL)
- what: As the most economic active generations are Generation X and Y, and those two generations behave different, this study is aiming to explore customers attitudes of those two generations towards the digital marketing applications launched by banking sector and financial institutions. Discriminant analysis was conducted to evaluate the prediction of group membership by the predictors derived from the factor analysis. This research provides valuable information that banks . . .
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