Impediments to E-Banking Services Marketing in Developing Economies – A Case Study of Nigerian Banks

Abstract

The extant body of literature are awash with various studies on e-banking services marketing both in the developed and developing economies. Within the developed economies, studies have been done in virtually all strands of electronic banking services; however same cannot be said of developing economies. This paper aims to critically investigate the impediments to e-banking services marketing within the Nigerian state. This study adopted a mixed method approach – comprising of both interview techniques and the use of questionnaires for data collection. Findings are multi-faceted and viewed from three angles viz: the user based, institutional based and the government related roles. Findings further revealed among others the poor educational imbalance especially between the North and South and the lack of adequate policy framework to safeguard customers’ money as some of the challenges. The strategic implications of all these are clearly discussed and clear cut recommendation derived for implementation by all concerned.

Keywords: Developing countries, bank customer, marketing, financial institutions, Nigeria