INFLUENCE OF RELATIVE ADVANTAGE ON ADOPTION OF ELECTRONIC BANKING SERVICES IN NIGERIA

  • Henry N. Ozuru, Department of Marketing, University of Port Harcourt, Choba, Port Harcourt
  • B. C. Opara, Department of Marketing, University of Port Harcourt, Choba, Port Harcourt

Abstract

Electronic banking (e-banking) services adoption is growing in developing countries, hitherto known as information haves-not countries. This study attempted to establish any relationship between relative
advantage and the extent of e-banking services adoption in Nigeria. Copies of questionnaires were administered to bank customers in the different geo-political zones of Nigeria. The data were measured using a 5-point Likert scale: “Strongly agree†(5), “Agree†(4), “Neutral†(3), “Disagree†(2), and
“strongly disagree†(1). Descriptive and inferential statistical techniques were employed for anaylsis of data. Pearsons Product Moment Correlation Coefficient was obtained with the aid of Statistical Package for Social Sciences. There was a positive correlation between Relative Advantage and Automated Teller Machine, Electronic Payment System and Home Banking. The paper recommends amongst others that the banks should educate customers on relative advantages of e-banking services over traditional banking system.

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Published
2016-12-12
Section
Articles