Challenges of Marketing E-banking Services in a Developing Country: The Case of Ghana
Even though there is a plethora of studies investigating the challenges of adopting e-banking 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 e-banking services are discussed to guide managers to implement e-banking services in Ghana.