Factors Affecting Consumer Acceptance of Mobile Banking: A Case Study ofAkiba commercial Bank Plc

Ngoyo, Salim Issa (2015) Factors Affecting Consumer Acceptance of Mobile Banking: A Case Study ofAkiba commercial Bank Plc. Masters thesis, The Open University Of Tanzania.

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Abstract

Technology has been one of the key driver among many business nowadays especially in financial sector, this has significant impacts to overall business performance. One of the innovation of technology in banking industry is Mobile banking service. However, the introduction of this new technology has not been well accepted by the end users who still prefer the old way of conducting financial transactions, therefore the aim of this study thought to investigate factors that affect consumer acceptance of mobile banking with specific reference to Akiba commercial bank, Tanzania. The study was directed by the following specific objectives: To identify factors of Mobile banking, to examine how demographic characteristics affect consumer acceptance of Mobile banking and to examine the relationship between consumer acceptance and mobile banking. This study employed a descriptive research method using structured questionnaires to collect data from respondents. The data collected was analyzed by use of frequencies and multiple linear regression technique, the findings were presented in terms of tables. The findings concluded that the following factors age, monthly income, perceived ease of use, mode of advertisements, compatibility and trust had a positive influence on the consumer acceptance of mobile banking while highest academic qualification, cost of using and gender had no influence on the consumer acceptance of mobile banking. The bank should strive to educate their customers on the available technological advances and how to use them. The researcher recommends that another study should be conducted on retail bank customers with a larger sample from the larger population that cut across the entire country of Tanzanian banking population.

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