The Impact of E-marketing on Commercial Banks in Harare, Zimbabwe (1994 -2014).
Journal Title: IOSR Journals (IOSR Journal of Computer Engineering) - Year 2015, Vol 17, Issue 5
Abstract
Abstract: The purpose of this study was to analyse the effects of e-marketing on commercial banks between 1994 and 2014. The researchers dwelt on the adoption of e-marketing services in the commercial banks. The adoption of e-marketing was examined with a special focus on perceived ease of use and usefulness, perceived cost and trust. Data from this study was collected through the use of questionnaires and semi-structured interview guide. There was however a very remarkable response from participants with a response rate of 77%. The researcher also made use of the secondary data. From the data, the researchers found out that customers considered adopting e-marketing services as long as it was perceived to be useful and easy to use. Most of the critical factors customers worried about were on the risks involved in carrying out some transactions using electronic channels as well as the reliability of banks, network providers and infrastructure. However at the endthe study, the researcher recommended some marketing strategies for banks to consider. The researcher recommended that banks should take into account customers’ needs such as communication, informing and training on e-marketing services as some were ignorant of Internet usage.
Authors and Affiliations
Rumbidzai Kachembere , Dr Farai Choga
Keywords
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