To read this content please select one of the options below:

A dialogic communications interrogation of the online brand dispositions of banks operating in Ghana

Robert E. Hinson (Department of Marketing and Customer Management, University of Ghana, Legon, Ghana)
Nnamdi O. Madichie (Department of Management, Marketing and Public Administration, University of Sharjah, Sharjah, United Arab Emirates)
Masud Ibrahim (Department of Marketing and Customer Management, University of Ghana, Legon, Ghana)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 5 October 2012

1115

Abstract

Purpose

The purpose of this paper is to examine the dialogic communications potential of bank web sites in Ghana.

Design/methodology/approach

The authors undertook a qualitative content analysis of bank web sites in Ghana, drawing upon Kent and Taylor's dialogic communications framework.

Findings

Banks in Ghana have been fairly successful in creating web sites with high dialogic value, with over half the banks sampled scoring on more than half of all the dialogic principles (dialogic loop, ease of use, usefulness and conservation of visitors). Most banks, however, scored rather poorly on the principle of return visit.

Practical implications

The revelation that the communication content of banks’ web sites in Ghana does not encourage visitors to return poses a serious challenge for banks in their bid to leverage favourable brand dispositions associated with strong customer relationships.

Originality/value

The paper contributes to the scarce literature on dialogic communications potential of bank web sites in an emerging market context.

Keywords

Citation

Hinson, R.E., Madichie, N.O. and Ibrahim, M. (2012), "A dialogic communications interrogation of the online brand dispositions of banks operating in Ghana", International Journal of Bank Marketing, Vol. 30 No. 7, pp. 508-526. https://doi.org/10.1108/02652321211274264

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

Related articles