Title:
AN ASSESSMENT OF CUSTOMER ATTITUDE TOWARDS INTERNET BANKING IN GHANA

Authors:
Afenya Millicent Selase, Arthur Benedict, China

Abstract:

Internet Banking has revolutionized the banking industry in Ghana with the countless opportunities and benefits it offers to both the Banks and their customers. As a result, Banks are compelled to inculcate internet banking into their service offering in order to remain viable. That notwithstanding, the adoption of internet banking in developing countries is yet to reach the desired levels. This study therefore sought to assess customer attitude towards Internet Banking in Ghana by gathering data from customers of all the commercial banks in Ghana to identify benefits, difficulties and essential success factors for the adoption of internet banking in the Ghanaian banking industry. Utilizing a selected sample size of 167 respondents, the study established that the introduction and adoption of internet banking is a response to changes in customer needs and changing trends in the banking industry. As such, perceived ease of use, perceived usefulness, and trust were found to be the key drivers influencing customers attitude toward Internet Banking. However, the major drawback in the adoption of Internet Banking among customers in Ghana was attributed to poor internet connectivity resulting from the relatively weak technological infrastructure available. Furthermore, it was found that age distribution and gender have no significant influence on the usage of internet banking in Ghana. Therefore, banks should pay less attention on age and gender tailored internet banking services since those efforts are most likely to be unsuccessful.