The Effect of Digital Banking on Consumer Behaviour and Marketing Strategies in Cameroon

Njong Mom Aloysius, Huboh Samuel Ringmu, Nkiendem Felix and Virginie Takoutio Feudji
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Njong Mom Aloysius: Department of Economics, Faculty of Economics and Management Sciences, The University of Bamenda, Cameroon.
Huboh Samuel Ringmu: Department of Banking and Finance, Faculty of Economics and Management Sciences, The University of Bamenda, Cameroon.
Nkiendem Felix: The University of Bamenda, Faculty of Economics and Management Sciences, Department of Banking and Finance,
Virginie Takoutio Feudji: Department of Banking and Finance, Faculty of Economics and Management Sciences, The University of Bamenda, Cameroon.

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 395-407

Abstract: The way that customers engage with financial institutions has changed as a result of Cameroon’s broad embrace of digital banking. Nevertheless, little research has been done on how digital banking affects Cameroonian consumers’ behaviour, despite its increasing popularity. By investigating how digital banking affects Cameroonian consumer behaviour and marketing tactics, this study seeks to close this knowledge gap. This study used a quantitative research approach to survey 200 Cameroonian consumers in order to collect information on their loyalty, satisfaction, adoption, and usage of digital banking services. The study’s findings show that consumer behaviour toward digital banking is significantly predicted by digital banking services, security, and technological familiarity. The study’s conclusions have significant ramifications for Cameroonian banks and financial institutions, emphasizing the necessity of enhancing their technology infrastructure, security, and digital banking services in order to improve customer behaviour. By shedding light on the variables influencing Cameroonian consumers’ attitudes about digital banking, this study adds to the body of knowledge already available on the subject.

Date: 2025
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