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

Author

Listed:
  • Narteh, Bedman

    (University of Ghana Business School)

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.

Suggested Citation

  • Narteh, Bedman, 2012. "Challenges of Marketing E-banking Services in a Developing Country: The Case of Ghana," Journal of Internet Banking and Commerce, , vol. 17(2), pages 01-21, August.
    • Handle: RePEc:ris:joibac:0346
    as

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    More about this item

    Keywords

    Electronic banking; Developing countries; User challenges; Institutional challenges;
    All these keywords.

    JEL classification:

    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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