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A Case of Cal Bank, Unibank and Prudential Bank

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A Case of Cal Bank, Unibank and Prudential Bank THE EFFECT OF INTERNET BANKING ON THE GHANAIAN BANKING INDUSTRY – A CASE OF CAL BANK, UNIBANK AND PRUDENTIAL BANK By Akuffo-Twum, Emmanuel (PG3031409) A Thesis submitted to the Institute of Distance learning, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirement for the degree of COMMONWEALTH EXECUTIVE MASTER OF BUSINESS ADMINISTRATION April 2011 DECLARATION I hereby declare that this submission is my own work towards the Executive Masters of Business Administration and that, to the best to my knowledge, it contains no material previously published by another person nor material which has been accepted for the award of any other degree of the University, except where due acknowledgement has been made in the text. Emmanuel Akuffo-Twum ………………………. ………………… PG3031409 Signature Date Certified by: Aristotle Ayensu …………………….. ……………….. Supervisor Signature Date Certified by: Prof. I. K. Dontwi …………………….. ……………….. Dean, IDL Signature Date ii ABSTRACT E-business is revolutionizing the way business is conducted in every industry. Banks are no exception to this transformation. This study aims at examining the effect of internet banking on the banking industry in Ghana. Specifically, it looks at concerns such as the various banking services available through internet banking in Ghana, factors influencing internet banking adoption in Ghana, factors impacting negatively on customers‟ utilization of internet banking and banks‟ perceptions of Internet banking and its operational value. The study was based on both qualitative and quantitative approaches and questionnaires were administered to some selected Internet banking customers and staff of the three banks using purposive and simple random sampling techniques. Findings from the study indicate that internet banking services in Ghana include checking of balances and account activity, request for cheque book and same bank funds transfer. However, customers are enthused by the service as shown by the expectations of advance services. The availability of other electronic products, frequency of internet use and management‟s commitment to internet banking are some of the factors that affect internet banking adoption. Some level of value in terms of banking operations is derived from internet banking. Improved customer service delivery, lower transaction costs and improved cross-selling opportunities are some of the benefits. This study concludes by highlighting the fact that internet banking is still in its teething stage and that most of the banks do not offer full-fledged Internet banking though they have plans to do so. Bankers see Internet banking as a strategic opportunity that can be used to reduce transaction costs and enhance customer service delivery. The study provides some recommendations towards improving internet banking in Ghana such as developing appropriate internet banking marketing strategies that maximizes value for customers and satisfaction in the long run. iii DEDICATION This thesis is dedicated to Joana my wife and children Nhyira and Freddie for their love and support. iv ACKNOWLEDGEMENT I express my profound and deepest gratitude To God Almighty and my Lord and Saviour Jesus Christ. Your grace and mercy has enabled me to make this work a success. To Mr. Aristotle Ayensu my supervisor :I owe you a special debt of gratitude for your excellent guidance, through supervision and positive criticism that has resulted in this work. I salute you Sir! God richly bless and increase you abundantly. Finally, to all who encouraged, prayed and supported me in diverse ways, May the Almighty God bless you richly. v TABLE OF CONTENTS DECLARATION………………………………………………………………………..ii ABSTRACT……………………………………………………………………………..iii DEDICATION…………………………………………………………………………..iv ACKNOWLEDGEMENT…………………………………………………………….. v TABLE OF CONTENTS ……………………………………………………………....vi LIST OF TABLES……………………………………………………………………....x LIST OF FIGURES ……………………………………………………………………xi LIST OF ABBREVIATIONS…………………………………………………………..xii CHAPTER ONE INTRODUCTION 1.0 Background of Study………………………………………………………………1 1.1 Problem Statement ……………………………………………………………...2 1.2 Main Objective …………………………………………………………………….3 1.3 Research Questions ……………………………………………………………...3 1.4 Significance of Study …………………………………………………………….. 4 1.5 Scope of Study and Limitations……………. …………………………………….. 4 1.6 Organization of the Study ………………………………………………………… 5 CHAPTER TWO LITERATURE REVIEW 2.0 Introduction ……………………………………………………………………. 6 2.1 What Is Internet Banking? ..........................................................................................6 2.2 Internet Banking Adoption …………………………………………………….. 8 2.2.1 Why Adopt Internet Banking ……………………………………………… 9 2.2.2 Internet Banking Acceptance using Technology Acceptance Model ………9 2.2.3 Internet Banking Acceptance Based On Service Quality………………….. 11 2.3 Benefits of Internet Banking ……………………………………………………...14 2.3.1 Less Expensive to Maintain ……………………………………………...14 2.3.2 Gain Customer Loyalty ……………………………………………………. 14 2.3.3 Ease of Bank Account Monitoring ……………………………………...15 2.3.4 Ease of Transacting ……………………………………………………...15 2.3.5 Quick Detection of Fraud ………………………………………………….16 2.4 Challenges of Internet Banking …………………………………………………… 16 2.4.1 Technophobia ……………………………………………………………...16 2.4.2 High Cost of Internet Services ……………………………………………. 17 2.4.3 Security……………………………………………………………………. 17 2.4.4 Fraud …………………………………………………………………….. 18 vi 2.4.5 Up Time of Internet Banking Service ……………………………………...18 2.4.6 Expensive and Unreliable Internet Connection……………………………. 19 2.5 Internet Banking Security………………………………………………………….. 19 2.5.1 Automatic Session Timeout ……………………………………………...21 2.5.2 Scramble Pad ……………………………………………………………...21 2.5.3 Digital Certificates ……………………………………………………... 22 2.5.4 Encryption ……………………………………………………………...22 2.5.5 Identity Verification …………………………………………………….. 22 2.5.6 Appropriate Web Browsers ……………………………………………... 23 2.5.7 Strong User Credentials …………………………………………….. 23 2.5.8 Cautious Use of the Service …………………………………………….. 23 2.6 Internet Banking Fraud …………………………………………………….. 24 2.7 Some Measures Taken to Improve Internet Banking Security……………………. 25 2.7.1 One Time Passwords …………………………………………………….. 25 2.7.2 Hardware Tokens …………………………………………………….. 25 2.7.3 Transaction Specific OTPs………………………………………………… 26 2.7.4 OTP by SMS ……………………………………………………………...26 2.7.5 Smart Cards and USB Tokens…………………………………………….. 27 2.7.6 Transaction Monitoring …………………………………………….. 27 2.7 Internet Banking In Ghana …………………………………………………….. 28 2.8 Conclusion………………………………………………………………………… 30 CHAPTER THREE METHODOLOGY 3.0 Introduction …………………………………………………………………….. 31 3.1 Research Purpose …………………………………………………………….. 31 3.2 Research Approach …………………………………………………………….. 31 3.3 Research Strategy …………………………………………………………….. 32 3.4 Data Collection……………………………………………………………………. 32 3.4.1 Primary Data ……………………………………………………………... 32 3.4.2 Secondary Data ……………………………………………………... 33 3.4.3 Target Population and Sample Size ……………………………………...33 3.4.4 Sampling Technique ……………………………………………………...34 3.4.5 Data Collection Methods ……………………………………………...35 3.5 Data Analysis ……………………………………………………………...35 3.6 Quality Data …………………………………………………………………….. 36 3.7 Profile of the Banks under Study ……………………………………………... 37 3.7.1 CAL Bank ……………………………………………………………... 37 3.7.2 Unibank Ghana Ltd. …………………………………………………….. 37 3.7.3 Prudential Bank Ghana Ltd. …………………………………………....... 33 vii CHAPTER FOUR ANALYSIS, DISCUSSION AND REPRESENTATION OF RESULTS 4.0 Introduction ……………………………………………………………………. 39 4.1 Demographic Data ……………………………………………………………. 39 4.2 Internet Banking Services In Ghana ……………………………………………. 40 4.3 Factors Influencing Internet Banking Adoption in Ghana ……………………. 42 4.3.1 Frequency of Internet use ……………………………………………. 43 4.3.2 Management‟s Commitment to Internet Banking ……………………. 44 4.3.3 Customers Expectations and Requirement of Internet Banking Service….. 45 4.3.4 Challenges Affecting Internet Banking …………………………….. 46 4.4 Factors Impacting Negatively on Customers Utilization of Internet Banking …… 47 4.4.1 Availability of other Electronic Delivery Channels …………………….. 47 4.4.2 Issues with the use of Internet banking …………………………….. 48 4.5 How Internet Banking Affect Customers in Ghana …………………………….. 49 4.6 Internet Banking Fraud in Ghana …………………………………………….. 50 4.7 Banks‟ Perceptions of Internet Banking and Its Operational Value …………….. 51 4.8 Customers Satisfaction Level of Internet Banking Service in Ghana …………….. 52 CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATIONS 5.0 Introduction ……………………………………………………………………. 53 5.1 Summary of Findings …………………………………………………………… 53 5.1.1 Internet Banking Services Offered ……………………………………. 53 5.1.2 Factors Influencing Internet Banking Adoption in Ghana ……………. 54 5.1.3 Factors impacting negatively on Internet banking Utilization…………... 54 5.1.3.1 High Usage of ATMs …………………………………………… 54 5.1.3.2 Security Risk and Access to Internet …………………………… 54 5.1.4 Effect of Internet banking on Customers …………………………… 54 5.1.5 Internet Banking Fraud …………………………………………… 55 5.1.6 Internet banking and its Operational value …………………………… 55 5.2 Conclusion …………………………………………………………………… 55 5.3 Recommendations …………………………………………………………… 56 5.3.1 Ensure Internet Banking Security ……………………………………. 56 5.3.2 Ensure Constant Availability of Service ……………………………. 57 5.3.3 Marketing of Internet Banking products and Services…………………… 57 5.4 Suggestions for further Research ……………………………………………. 57 REFERENCES AND BIBLIOGRAPHY ……………………………………………. 58 APPENDIX A QUESTIONNAIRE FOR CUSTOMERS ………………………
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