Assessing the role of E- Banking on attracting the unbanked and underbanked in Ghana. (Case study of First Capital Plus’ Speed Banking)

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June 2015
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In an increasingly competitive banking environment, electronic banking ,an alternate effective innovative strategy can be a critical success factor .Role assessment of E- banking on attracting the unbanked and underbanked in Ghana was the main objective of the study. The study is to investigate gap between the factors that consumers consider in choosing a bank and the actual service being rendered by banks. To plan an appropriate strategy for attracting new customers and retaining existing ones. The study used both the convenience and purposive sampling technique to select 399 respondents out of an overall estimated study population of 160177; both staff and customers of First Capital Plus Bank to complete the questionnaires. Predictive Analytical Software (PASW) was used to analyse the responses. The results indicated that most of the respondents confirmed enabling factors such as ICT skill or qualified personnel, legal & regulatory challenges and network infrastructure and internet related support services as barriers to the adoption of e-banking. Other numerous advantages to banks offered by online banking were mass customization to suit the likes of each user, innovation of new products and services, more effective marketing and communication at lower costs. In conclusion, e-banking is the method of banking in which the customer conducts transactions electronically via the internet. It can be concluded that, E-banking services also save the time and money of the bank with an added benefit of minimizing the likelihood of committing errors by bank tellers. E-banking services enable banks to establish and extend their relationship with the customers. The study recommends that effective training and education on the e-banking services must be given to the staff and customers of the bank. There should be proper monitoring and consistent evaluation on training and education of the e-banking service among the staff.
A thesis submitted to the School of Business KNUST in partial fulfillment of the requirements for the award of Master of Business Administration (Strategic Management and Management Consulting).