Customer perception towards mobile banking usage in Uganda

Abstract

Mobile applications have been rapidly changing the way business organizations deliver their services to their customers and how customers can interact with their service providers in order to satisfy their needs. This study focused mainly on Customers perception towards Mobile banking usage. The use of mobile applications increases rapidly, and has been used in many segments including banking segments and hence this study to find out how different factors concerning customer perception has influenced mobile banking usage. Perceived value is a subjective concept that differs among bank customers. Although a number of factors have been suggested as important to understand mobile banking usage, very little attention has been given in literature to exactly what constitutes the value of mobile banking system. The aim of this research was to examine factors affecting the value held by bank customers towards the use of mobile banking services. These factors are divided into two groups in terms of their impact; the first represented the motivating factors that drive customers to use mobile banking services, it includes; customers experience, perceived usefulness, and customer’s credibility, others were; mobile company, level of education, technology, awareness and affordability. The second, were the factors which represented obstacles that prevent the use of mobile banking services, these included factors like: knowledge of customers, customer’s habit, resistance to innovations. In order to collect the data required for examining the hypotheses and reaching to conclusions, a questionnaire, consisting of questions covering the dimensions and hypothesis of the study was designed. The questionnaires were distributed to customers of centenary bank, Kayabwe branch and the neighboring areas. These questionnaires were analyzed using SPSS and with the Chi-square test analysis, perceived usefulness had a p-value of 0.017, customer’s experience with a p-value of 0.020 and customer’s credibility with a p-value of 0.010. since all these p-values of the independent variables are less 0.05, this showed that, the independent variables if customer experience, perceived usefulness of mobile banking services and customer credibility all had a positive significant relationship with mobile banking usage in Centenary Bank, Kayabwe branch. Therefore I could recommend the bank to put into consideration the factors that affect the customer’s perception towards mobile banking. Because according to the study they have contributed to less numbers of customers opting for the service yet it is reliable and easily accessible. This study helped to determine the factors that affect the acceptance of the use of mobile banking services and enable banks to develop a marketing strategic plan based on perceived values and knowledge from the customer's point of view and increase the take-up of their mobile banking services