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The development of Internet applications for business use is expected to change the way organisations operate, and improve their customer services. However, the potential of the Internet to improve customer satisfaction has not been studied, either in countries with well‐developed electronic markets or in countries in the early stages of e‐commerce. This article reports on the results of a survey of 120 companies in Greece. The aim of this study was to evaluate the potential of customer‐oriented Internet applications and to investigate how the Internet and e‐commerce can offer new opportunities for businesses to improve their customers’ satisfaction.

Banking, one of the most information intensive sectors, is an ideal domain for the successful development of e‐commerce. The present exploratory study focuses on e‐commerce opportunities for improving corporate customer services in the Greek banking sector. It reports on a survey of 11 marketing and information systems managers from five major Greek banks. The results indicate that the potential of e‐commerce ranges from simple applications, such as giving information about services, to more sophisticated ones that involve customers in services design and customisation. Suitable management actions are proposed to Greek banks in order to fully benefit from the Internet.