Factors Influencing Customers’ Usage of Mobile Banking: an Empirical Study on Banking Sector in Bangladesh
Author(s)
Rehnuma Hoque, Netai Kumar Saha, Shahpar ShamsAbstract:
In the last few years remarkable growth has been observed in mobile penetration in many countries across the world. It is the most recent and revolutionary service made by the banks. Mobile banking is a subset of electronic banking which underlies not only the determinants of the banking business but also the unique conditions of mobile commerce. As per the USAID report, mobile money transfer is on the rise in our country. The concepts of Mobile Banking and Internet Banking, as well as the factors affecting customers usage of mobile banking services have received considerable attention in marketing research (Yong, Jong-Hyun, & Nambo, 2009; Dikit at al. 2012). By employing the TAM, TPB and TRA theory the current study seeks to explore the factors influencing customer usage of mobile banking services. Three additional factors i.e. range of available services, affordable cost and wide network coverage relevant to customer usage of mobile banking are identified in this paper that were absent in previous studies. Data have been collected through customer’s survey using Likert scale based questionnaire and then analyzed using SPSS. Findings of this study have greater significance for the mobile banking service providers to enhance customer’s intention to use mobile banking services in future.
Keywords: Mobile banking, Customer Usage, TAM, TPB, Affordable cost