Challenges of marketing e-banking services in a developing country: The case of Ghana

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9 Citations (Scopus)

Abstract

Even though there is a plethora of studies investigating the challenges of adopting ebanking services, a search through the literature indicates that prior studies have investigated either user adoption challenges or the bank implementation challenges. This study integrated both perspectives to provide a broader conceptual framework for investigating challenges banks face in marketing e-banking services in developing country such as Ghana. The results from the mixed method study indicated that institutional-based challenges as well as user-based challenges affect the marketing of e-banking products in Ghana. The strategic implications of the findings for marketing ebanking services are discussed to guide managers to implement e-banking services in Ghana.

Original languageEnglish
Pages (from-to)1-21
Number of pages21
JournalJournal of Internet Banking and Commerce
Volume17
Issue number2
Publication statusPublished - Aug 2012
Externally publishedYes

Keywords

  • Developing countries
  • Electronic banking
  • Ghana
  • Institutional challenges
  • User challenges

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