Customer perceived value in internet banking in Ghana

Customer perceived value has come up strongly in recent studies as the basis of competitive advantage in the New Economy. On another hand, internet banking has emerged as the trend in modern banking and a more effective model than traditional banking in creating customer value. Against this backdrop, this study examines customer value perceptions in internet banking in Ghana. Internet banking providers were interviewed to ascertain the level of banking products and services that are offered to customers. Questionnaires were administered to customers to investigative, through a descriptive data analysis, their value perceptions of the products and services they access from internet banking. http://epubl.luth.se/cgi/epX_formFILL.cgi?new=yes&xtype=uppsats&xlang=en The study shows that internet banking offered customers some level of value and satisfaction in terms of location and time convenience as well as cost saving but it is also fraught with teething problems ranging from limited internet access, limited service (non-transactional), occasionally slow internet connectivity and website downloading. Still, the customers are enthused by the service and express expectations of improved and advance services. The study concludes that banks need to promote internet banking by having an active stake in the development of the internet infrastructure and offering more incentives to customers. They must also match the internet technology with robust software and networking systems, customer-value-perception- based strategies, benchmarking and adequate training of staff and overall develop core competences in the face of an increasingly dynamic industry.Validerat; 20101217 (root