The Influence of Electronic Banking on the Marketing of Financial Services by Commercial Banks in Cameroon

This study assessed the influence of electronic banking channel usage on the marketing of financial services in commercial banks in Cameroon. The study sampled 201 active commercial banking professionals (staff) currently working in Cameroon. Of the respondents who completed the structured, closed-ended questionnaire 52.8 percent had at least six years of experience in commercial banking. Furthermore, 89 percent of the respondents were between 25 and 55 years of age. The primary data collected online from the 201 respondents using Google Forms and its automated data-collection sheet were analysed using ordinary least square (OLS) regression technique to test the hypotheses of the econometric model specified in the study. The study findings revealed that online banking, ATM banking, and mobile banking have a positive and statistically significant influence on the marketing of financial services. The only exception is telephone banking, which has a slight positive influence on the marketing of financial services, although this effect is not statistically significant. Furthermore, there is a statistically significant positive correlation among and between all the variables assessed. This suggests that banks can confidently deploy multichannel electronic and digital marketing strategies to strengthen and enhance their marketing campaigns for financial products and services. The study recommends that commercial banks in Cameroon and beyond adopt multichannel electronic (digital) marketing techniques for marketing financial services, provided that these techniques contribute to the banks’ financial sustainability.

ATM Banking, Electronic Banking, Marketing of Financial Services, Mobile Banking

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