Factors Affecting e-marketing implementation in medium and large financial service enterprises in Ethiopia

The literature reflects that little effort has been made to understanding the factors influencing the implementation of e-marketing within the financial service enterprises. The purpose of this research is to identify the antecedent factors that are posited to help or hinder e-marketing implementation, as well as to test empirically the nature of relationships between these factors and e-marketing implementations especially in Ethiopian environment. The approach of the study is analytical survey based on 200 randomly selected medium and large financial service enterprises (MLFSEs). The statistical tools used include factor analysis, correlation and multiple regressions. The findings of the study suggests that the twelve identified factors influencing the implementation of e-marketing are reduced in to two components by using varimax rotation and principal component extraction methods. Then the factor scores of these components are calculated so as to run the multiple regressions. Finally, all the hypotheses are supported by the results and confirmed as statistically significant. Further research is suggested to examine the effect of e-marketing implementation on the marketing efficiency and effectiveness of financial services enterprises in Ethiopia.