The role of e-banking as a marketing tool

  • Released On
    Saturday, 22 December 2018
  • Author(s)
  • DOI
    http://dx.doi.org/10.21511/im.14(4).2018.05
  • Article Info
    Volume 14 2018, issue #4, pp. 56-65
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This work is licensed under a Creative Commons Attribution 4.0 International License

Banks and financial services providers can make use of electronic tools in marketing their products and services. The role of e-banking as a marketing tool has not generated a lot of interests by scholars and researchers in this area. This paper examines and discusses the usage of e-banking in marketing the products and services of banks. It illustrates that e-banking could be used for marketing by banks, financial institutions and services providers, and other businesses. Putting together techniques on ebanking, marketing and technology, there is a favorable tri-existence of cross and up selling, cross-marketing and cross cost cutting advantages for financial services providers using e-banking tools in marketing activities. Using Chi-square technique to testthe hypothesis, the paper affirms that e-banking can be used as a marketing tool in marketing the products and services of banks and financial services providers. Three questions were ditched out to students who have at least studied a course in e-banking, marketing of financial services and/or researched on digital banking, thus underlining the respondents’ acquaintances with and knowledge in e-banking concepts as key in the research. Students – of course young, whatsapps and Google classroom media used to collect data are attributes that entertain favorably the application of e-banking as marketing tool.

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    • Figure 1. Percentage (%) of respondents on the role of e-banking as a marketing tool I n marketing the services of banking
    • Figure 2. Percentage (%) of respondents on the possibility of the usage of e-banking as a marketing tool
    • Table 1. Table 1. Can e-banking be used as a marketing tool in marketing the services of banks?
    • Table 2. Is there any possibility of the usage of e-banking as a marketing tool?
    • Table 3. Reasons to justify: can E-banking be used as a Marketing Tool?
    • Table 4. Statistical test: Chi-square