Determinants of internet banking adoption by banks in Ghana

Growth in information and communication technology (ICT) is drastically changing the way businesses, especially in the service industries, are conducted. The financial services industry and banking in particular, is not excluded from this technology explosion. Internet banking, even though not new in advanced countries, is a new transaction channel being used by banks in some parts of Africa, especially Ghana, to offer various products and services to their customers. However, this medium has not been fully exploited by these banks as there are many hurdles the banks must triumph over. In deploying this technology and these systems, there are several factors which banks must take into consideration before fully deploying such a system to their customers, hence the motivation for this study. The absence of suitable and sufficient knowledge on this topic also exposes a “rhetoric versus reality” argument of whether the intention to adopt Internet banking is critical to the strategies and ultimate success of banks in Ghana. For banks to stay ahead of competition as well as to attract and maintain their clientele, it is of paramount importance to gather and link the perspectives of both clients and bank managers in order for banks to ensure that they perform according to the needs and expectations of their clients. In order to achieve the intended results, an empirical study was conducted by taking into consideration the viewpoints of both bank clients and bank managers in determining the factors that customers take into consideration before adopting the Internet banking medium. The primary aim of this study was to quantify significant relationships between the selected variables. Therefore the positivism research paradigm was used, while the phenomenological paradigm was employed for the measuring instruments. Because multiple sources of data were used, from the perspectives of banking clients and managers in Ghana, methodological triangulation was adopted for this study. The results of the empirical investigation showed that both groups (clients and managers) considered the variables of market share, technology acceptance, diffusion of innovation, organisational variables, organisational efficiency, and business strategy to have direct influence on the adoption of Internet banking. However, they differed in opinion concerning the degree of influence of these variables. The bank managers’ responses leaned more towards strong agreement with the importance of these variables than did those of the bank clients. Thus, for bank clients to readily adopt the Internet banking medium for their banking transactions, bank managers must take a closer look at these determinant factors described in the study. The study showed that the population group, educational and income levels exerted an influence on the perceptions clients have regarding Internet banking adoption factors. It was found that the higher the education and income levels of the clients, the easier it was for them to adopt Internet banking. Also, the male group dominated the use of the Internet banking. This is supported by the fact that there is a growing middle class in Ghana that falls within this category of banking clients