The Factors Influencing Customer’s Adoption of Mobile Banking Service in Tanzania: A Case of Mobile Customers Chamwino District.

Shamte, Yusuf Said (2025) The Factors Influencing Customer’s Adoption of Mobile Banking Service in Tanzania: A Case of Mobile Customers Chamwino District. Masters thesis, The Open University of Tanzania.

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Abstract

This research examined the factors influencing customer acceptance of mobile banking services in Tanzania, focusing specifically on mobile users in Chamwino District. The study was structured around three key objectives: to investigate the effect of perceived ease of use on customer adoption of mobile banking services in Tanzania, to evaluate the influence of perceived trust on the adoption of mobile financial services, and to analyze the impact of social factors on customer adoption of mobile banking services in the country. The research utilized the Technology Acceptance Model, or TAM, to enhance comprehension of consumer acceptance of mobile banking services. A positivist theoretical framework was employed, combining a deductive methodology and an explanatory study design, incorporating a random sample strategy. The research included a sample of 150 participants selected from a target group comprising 240 individuals. Data analysis was conducted using descriptive statistics and multiple regression analysis. The findings revealed that perceived ease of use, perceived trust, and social influence positively impact customers' adoption of mobile banking applications in Tanzania. An increase in these factors corresponds to a rise in mobile banking adoption. It is recommended that banks establish IT departments to enhance management by facilitating the monitoring of trends in the adoption and usage of mobile banking services. Keywords: Mobile banking, perceived ease of use, perceived trust, social influence

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