Abstract
The purpose of this paper is to examine the dialogic communications potential of bank web sites in Ghana.
Design/methodology/approachThe authors undertook a qualitative content analysis of bank web sites in Ghana, drawing upon Kent and Taylor's dialogic communications framework.
FindingsBanks 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 implicationsThe 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/valueThe paper contributes to the scarce literature on dialogic communications potential of bank web sites in an emerging market context.
| Original language | English |
|---|---|
| Pages (from-to) | 508-526 |
| Number of pages | 19 |
| Journal | International Journal of Bank Marketing |
| Volume | 30 |
| Issue number | 7 |
| DOIs | |
| Publication status | Published - 5 Oct 2012 |
| Externally published | Yes |
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A dialogic communications interrogation of the online brand dispositions of banks operating in Ghana. / Hinson, Robert E.; Madichie, Nnamdi O.; Ibrahim, Masud.
In: International Journal of Bank Marketing, Vol. 30, No. 7, 05.10.2012, p. 508-526.Research output: Contribution to journal › Article
TY - JOUR
T1 - A dialogic communications interrogation of the online brand dispositions of banks operating in Ghana
AU - Hinson, Robert E.
AU - Madichie, Nnamdi O.
AU - Ibrahim, Masud
PY - 2012/10/5
Y1 - 2012/10/5
N2 - PurposeThe purpose of this paper is to examine the dialogic communications potential of bank web sites in Ghana.Design/methodology/approachThe authors undertook a qualitative content analysis of bank web sites in Ghana, drawing upon Kent and Taylor's dialogic communications framework.FindingsBanks 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 implicationsThe 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/valueThe paper contributes to the scarce literature on dialogic communications potential of bank web sites in an emerging market context.
AB - PurposeThe purpose of this paper is to examine the dialogic communications potential of bank web sites in Ghana.Design/methodology/approachThe authors undertook a qualitative content analysis of bank web sites in Ghana, drawing upon Kent and Taylor's dialogic communications framework.FindingsBanks 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 implicationsThe 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/valueThe paper contributes to the scarce literature on dialogic communications potential of bank web sites in an emerging market context.
U2 - 10.1108/02652321211274264
DO - 10.1108/02652321211274264
M3 - Article
AN - SCOPUS:84866845787
VL - 30
SP - 508
EP - 526
JO - International Journal of Bank Marketing
JF - International Journal of Bank Marketing
SN - 0265-2323
IS - 7
ER -