African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

The impact of technology on competitive marketing by banks: A case study approach

Reginald Masocha1,4*, Norman Chiliya2 and Stanislous Zindiye3
  1University of Fort Hare, South Africa. 2Monash University, South Africa. 3Rhodes University, South Africa. 4University of Fort Hare P. Bag X1314, Alice, 5700 South Africa.
Email: [email protected]

  •  Published: 31 March 2011



Traditionally banks were not expected to struggle with strategies for attaining profitability, since enough profits would be made from the then readily available customers. Today, banking customers are now global tyrants; they represent and possess the power of international connectivity as they are increasingly anticipated to foster business with firms in other countries resulting in them seldom acquiring banking services from banks in their countries alone. This study is a fairly new research initiative endeavouring to examine and discuss the extent of technological utilisation in various competitive marketing practices of a financial institution in today’s inexcusable 21st century competitive business environments. On this backdrop, the study investigated the impact of technology on competitive marketing by Standard Bank in King-Williams Town, Eastern Cape Province, South Africa.Quantitative research techniques were utilised to obtain customer and employees perceptions, opinions and experiences in e-banking services. To empirically investigate the research problem the study primarily hypothesised that the use of modern banking technology significantly impacted service delivery to clients. The study established that access to ATMs should be improved thereby requiring upholding of education on ATM usage since business transactions are occurring 24 h, and these can only be possible if there is a supportive banking network during the 24 h. The empirical results consistently support general competition trends occurring in the banking industry in South Africa and worldwide due to technological marketing. The results reflect an extensive prioritisation of e-banking but, however generally low usage levels of the recently developed banking technologies by customers.Practically, the study informs firms, particularly financial institutions on the key technology implications and manipulations of their value offerings from the South African milieu.


Key words: Technological marketing, heightened competition, e-banking, service delivery.