A Study of Adoption of E- Marketing in Yemeni Banks
Keywords:
electronic marketing, electronic banking services, technical illiteracyAbstract
This study aims at identifying the main obstacles that face the adoption of e-marketing in Yemeni banks. For this purpose, a questionnaire was designed that contains 16 key phrases that include three axes. The first axis is technological variables. The second axis is environmental variables, and the third axis is organizational variables. The sample of the study is 100 respondents (customers of the Yemeni banks within the Republic of Yemen) selected randomly. After they were given instruction on how to answer the items of the questionnaire, the researcher distribute the questionnaire papers among them. This study followed the descriptive approach in order to explore and identify those obstacles that limit the marketing of electronic banking services. The data of the study were processed using the statistical program (SPSS). The study revealed the existence of technological, environmental and organizational obstacles such as weak infrastructure, technical illiteracy, weak internet services, lack of consumer confidence and awareness in e-marketing services, poor interest from the top management of banks in e-marketing, political instability and security risks, lack of payment methods and difficulty of getting them, poor response by banks to customer complaints and needs, banks failing to provide accurate and timely banking services, and high cost of obtaining electronic banking services. Based on the findings of the study, the investigator offers important recommendations that may help in improving e-marketing in Yemen.
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