Challenges of Marketing E-banking Services in a Developing Country: The Case of Ghana

Bedman Narteh ()
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Bedman Narteh: University of Ghana Business School

Journal of Internet Banking and Commerce, 2012, vol. 17, issue 2, 01-21

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.

Keywords: Electronic banking; Developing countries; User challenges; Institutional challenges (search for similar items in EconPapers)
JEL-codes: Z33 (search for similar items in EconPapers)
Date: 2012
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