Abstract

This paper specifically looks at how electronic marketing is affecting and contributing to the service delivery in Guaranty Trust Bank (GT Bank Cape Coast Branch). The study uses questionnaires to investigate the level of influence the internet has on consumers in their choice and decision-making on financial service and also to determine the amount of expenditure GT bank spend annually on the use of electronic marketing. In terms of GT Cash Machine (ATM), clients were satisfied about, how the machine works, always is on good condition and perfectly working. From the statistics it can be seen that 90% of the clients approved of their service through the ATM machine. Overall, the management of GT bank should increase its activities on the internet and more sensitisation should be given to clients about its operation on the internet, so that clients will patronize its electronic services.