An assessment of the dialogic potential of bank websites as a strategic management tool in Ghana
采用定性方法分析加纳22家持牌银行网站的对话内容，发现网站在界面易用性、有用性、访客保留和回访方面表现尚可，但在衡量交互性的对话循环上极差（20%），建议银行升级网站以提升互动性。
An assessment of the dialogic communication potentials of bank websites and their implications for strategic management was conducted. The study employed qualitative research methodology to analyze the dialogic content of bank websites in Ghana. Data was collected through a coded check-list developed using three previous websites and dialogic communication on twenty- two licensed banks. The study revealed that Ghanaian banks performed above 50% with respect to ease of interface, usefulness of the site, conservation of visitors and return visit but were extremely poor (20%) in relation to the dialogic loop which incidentally measures the interactive nature of the websites. The researchers are of the view that Ghanaian banks should consider upgrading their websites by improving the dialogic loop content to promote interactivity with their publics in order to build a good brand and stay competitive. Key words : Dialogic communication, strategic management, publics