The extant body of literature are awash with various
studies on e-banking services marketing both in the
developed and developing economies. Within the
developed economies, studies have been done in virtually all
strands of electronic banking services; however same cannot be
said of developing economies. This paper aims to critically
investigate the impediments to e-banking services marketing
within the Nigerian state. This study adopted a mixed method
approach – comprising of both interview techniques and the use
of questionnaires for data collection. Findings are multi-faceted
and viewed from three angles viz: the user based, institutional
based and the government related roles. Findings further
revealed among others the poor educational imbalance
especially between the North and South and the lack of adequate
policy framework to safeguard customers’ money as some of the
challenges. The strategic implications of all these are clearly
discussed and clear cut recommendation derived for
implementation by all concerned
