TY - GEN
T1 - Effect of Gratification, Utilitarian, and Trust Elements on the Use of Retail Mobile Banking App in Africa
T2 - 2019 IEEE AFRICON, AFRICON 2019
AU - Olaleye, Sunday Adewale
AU - Agjei, Richard Osei
AU - Kolog, Emmanuel Awuni
AU - Budu, Joseph
N1 - Publisher Copyright:
© 2019 IEEE.
PY - 2019/9
Y1 - 2019/9
N2 - Information and communication technology has ushered in an era where business organisations are striving to create value for their customers to ensure retention. Thus, mobile banking flexibility is one of the reasons for developing mobile apps for customers. Ubiquitous nature of mobile devices provides an opportunity to run retail banking apps where many people can use at anytime and anywhere to engage in banking transactions. Using these apps, we investigate comparatively, the effect of gratification, utilitarian, and trust elements towards the use of retail mobile banking apps in Ghana, Nigeria, and South Africa. The study conveniently collected data from mobile banking app users in three African countries. By analysing the data with SmartPLS, the results show a minor, major and no variations in the effect of Gratification, Utilitarian, and Trust elements towards the use of retail mobile banking app in the selected countries. These findings suggest that technology innovation inclusive should be encouraged in the development of retail mobile banking app in order to improve customer experience.
AB - Information and communication technology has ushered in an era where business organisations are striving to create value for their customers to ensure retention. Thus, mobile banking flexibility is one of the reasons for developing mobile apps for customers. Ubiquitous nature of mobile devices provides an opportunity to run retail banking apps where many people can use at anytime and anywhere to engage in banking transactions. Using these apps, we investigate comparatively, the effect of gratification, utilitarian, and trust elements towards the use of retail mobile banking apps in Ghana, Nigeria, and South Africa. The study conveniently collected data from mobile banking app users in three African countries. By analysing the data with SmartPLS, the results show a minor, major and no variations in the effect of Gratification, Utilitarian, and Trust elements towards the use of retail mobile banking app in the selected countries. These findings suggest that technology innovation inclusive should be encouraged in the development of retail mobile banking app in order to improve customer experience.
KW - Mobile app
KW - Mobile banking
KW - gratification
KW - trust
KW - utilitarian
UR - http://www.scopus.com/inward/record.url?scp=85088363272&partnerID=8YFLogxK
U2 - 10.1109/AFRICON46755.2019.9133874
DO - 10.1109/AFRICON46755.2019.9133874
M3 - Conference contribution
AN - SCOPUS:85088363272
T3 - IEEE AFRICON Conference
BT - IEEE AFRICON 2019
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 25 September 2019 through 27 September 2019
ER -