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 language | English |
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Pages (from-to) | 1-21 |
Number of pages | 21 |
Journal | Journal of Internet Banking and Commerce |
Volume | 17 |
Issue number | 2 |
Publication status | Published - Aug 2012 |
Externally published | Yes |
Keywords
- Developing countries
- Electronic banking
- Ghana
- Institutional challenges
- User challenges