Faculté des Sciences Economiques et de Gestion de Tunis, Université de Tunis El Manar- Le campus universitaire, B.P 248 - El Manar II, 2092 Tunis, Tunisie
Online banking is facing too many types of resistance which hinders its adoption by Tunisian customers. The objective behind this present research is to identify the barriers underlying the non adoption of online banking in Tunisia. It is based on a survey of nearly 150 Tunisian customers who are non adopters of internet banking services. This study identifies three groups of non- adopters of online banking technology: the postponers, the opponents and the rejectors. On the one hand, the results indicate that the three groups of non- adopters differ significantly with respect to psychological barriers (tradition and image). On the other hand they revele that the functional barriers (use, value and risk) have no impact on the resistance to the adoption of e- banking in Tunisia.
The present paper aims at identifying SMEs' export marketing strategy (EMS) and export performance (EP). A consistent interest in international marketing has been to study factors influencing SMEs' export performance. To this end, a survey of 216 Tunisian SMEs was conducted. The results indicate that technological benefits have a positive effect on SMEs adaptation, which positively affects EP. They also indicate that firm size positively relates to export growth.
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