Effect of Gratification, Utilitarian, and Trust Elements on the Use of Retail Mobile Banking App in Africa: A Comparative Study

Sunday Adewale Olaleye, Richard Osei Agjei, Emmanuel Awuni Kolog, Joseph Budu
2019 2019 IEEE AFRICON  
Information and communication technology has ushered in an era where business organisations are striving to create value for their customers to ensure retention. Ubiquitous nature of mobile devices provides 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 app. This study
more » ... grounded on Gratification and the Unified theory of acceptance and use of technology theories. Data was collected from participants from Ghana, Nigeria and South Africa. By analysing the data with SmartPLS, the results show a minor variation in the effect of Gratification, Utilitarian, and Trust elements on the use of retail mobile banking app in the selected countries in Africa. These findings suggest that technology innovation inclusive should be encouraged in the development of retail mobile banking app in order to improve on customer experience.
doi:10.1109/africon46755.2019.9133874 dblp:conf/africon/OlaleyeAKB19 fatcat:xemlwcwq35exdn34gltdzbpowa