The purpose of this paper is to explore and discuss the determinants that inhibit mobile banking adoption by the rural unbanked in Zimbabwe. The researchers conducted an extensive literature search. The references consulted were categorically analysed and articles were considered to compile the findings of this paper. The study provides a contribution to practice by providing a better understanding of issues associated with mobile banking diffusion mechanisms that aid the adoption of mobile banking systems. The main findings of the research indicate that there is a slow and often annoying adoption of mobile banking within Zimbabwe by the rural unbanked due to a considerable number of inhibitive factors. This research reveals the nature of adoption that may reliably inform service providers about strategies to consider when appealing to this market segment. The study also shows that mobile banking adoption cannot ignore the use of marketing oriented factors in order to avoid the assumption of being myopic by considering only the product based variables to assess behavioural intention to adopt mobile banking services as identified in Technology Acceptance Model. However, the literature review also reveals that there are virtually no substantive theoretical researches which adequately extend the TAM using all the marketing mix elements. Therefore Technology Acceptance Model is extended using the marketing mix elements to better predict the behavioural intention to adopt mobile banking by the rural unbanked. This research, having studied the behaviour of the rural unbanked, argues that mobile banking service providers are likely to develop tailor-made integrated marketing mix strategies in order to financially include this market segment. The paper recommends for future research to use the additional marketing mix elements of physical evidence, processes and people in the adoption of mobile banking services by the rural unbanked.
The Reserve Bank of Zimbabwe has encouraged the use of mobile banking services in a bid to promote financial inclusion and as an additive banking channel to compliment traditional banking model. The mobile phones have phenomenally changed the way the Zimbabwean banking industry is conducting business. The major purpose of this study is to critically examine the impact of influence of price satisfaction dimensions on behavioural intention to adopt mobile banking. The study used a descriptor-explanatory design whereby descriptive design was a precursor to explanation. Data was collected using a questionnaire and analysed using the Statistical Package for Social Sciences (SPSS). Findings show that relative prices had the strongest positive influence on behavioural intention to adopt mobile banking. However, price confidence did not indicate any significant relationship with dependent behavioural intention and the hypothesis so associated was therefore not supported. Price fairness and price transparency had negative significant relationships with the dependent variable behavioural intention to adopt mobile banking. Given these findings, the researchers made recommendations to various stakeholders in the banking industry. This study is important because it highlights the dimensions that are powerful predictors in attracting new customers in the mobile baking industry.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.