IMPACT OF ELECTRONIC MARKETING ON PAKISTANI BANKING SECTORS (A CONSUMER BEHAVIOUR PERSPECTIVE)

Abstract

Purpose The aim of this thesis is to provide better knowledge related with the acceptability of electronic marketing and the effects it applies on Pakistani banking sector. It highlights the perception of the customers towards online banking. The factors which plays vital role in shaping customers' perceptions and how they affects the acceptance of electronic marketing in banking sector are discussed in detail. Methodology & Design This research is quantitative in nature and is conducted through an online questionnaire, which is provided to the selected sample size of 384 respondents who are consumers of online banking services. Findings Results have shown that people get attracted towards online banking and find is useful if complete information about the service and functionality is clearly available to them and also if they are convinced that their personal data and valuable belongs are secure. Factors like perceived usefulness, amount of information available online and privacy and security plays vital role in this process. Limitations This research is mainly focused on five major cities of Pakistan (Karachi, Islamabad, Lahore, Peshawar, and Quetta) and also it is only limited with the perceptions of consumers on online banking and perceptions of others like bankers and employees. Recommendations From the finding it is highly recommended for banks to work on the security of the data of their consumers and also provided them with detailed information through E-marketing so it becomes easier for the consumers to understand the importance and usefulness of online banking.