Customer’s Adoption of Mobile-Commerce a Study on Emerging Economy

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International Journal of e-Education, e-Business, e-Management and e-Learning, Vol. 1, No. 3, August 2011

Customer’s Adoption of Mobile-Commerce A Study on Emerging Economy Rahmath Safeena, Nisar Hundewale, and Abdullah Kamani

Abstract—Today, mobile communication technologies provide immense additional scope for consumers’ banking transactions due to their always-on functionality and the option to access bank’s facilities anytime and anywhere. Mobile banking is a subset of electronic banking which underlies not only the determinants of the banking business but also the special conditions of mobile commerce. It is the latest and most innovative service offered by the banks. But not enough study has been done to known regarding how customers perceive and evaluate electronically delivered mobile banking services. The study considers five factors perceived usefulness, perceived ease of use, subjective norm, consumer awareness about mobile banking and perceived risks associated with mobile banking. This study also points out that these factors have a strong and positive effect on customers to accept mobile banking system. Index Terms—m-commerce, mobile banking; perceived usefulness, ease of use, risk, awareness, subjective norm.

I. INTRODUCTION The proliferation of, and rapid advances in, technology-based systems, especially those related to the internet, are leading to fundamental changes in how companies interact with customers [1-3]. Mobile phone usage has spread in a very broad manner both in developing and developed countries. With mobile communications already as a prime case for leapfrogging traditional infrastructure, mobile banking (M-Banking) has great potential for extending the provision of financial services to unbanked people through a technology that is both familiar and widespread. One of the first commercial applications of the mobile commerce was mobile banking (m-banking) [4], [5]. The rapid growth of mobile applications has given rise to a new term: m-commerce. M-commerce is defined as the application of wireless communications networks and devices to the execution of transactions with monetary value – either direct or indirect [6]. As the number of mobile phone users is growing, purchasing products and services using mobile phones and other mobile devices are also increasing; also the use of Mobile Banking is still in initial stages and more research in this field is needed [7]. Internet banking and mobile banking (m-banking) has become the self-service delivery channel that allows banks to provide information and offer services to their customers with more convenience via

the web services technology. A key component of many initiatives is the implementation of Customer Relationship Management (CRM) software [8]. Many companies in the financial services sector have been quick to implement Internet capabilities, and electronic service is becoming a viable option for interaction between financial service providers and their customers [9]. Customer satisfaction and customer retention are increasingly developing into key success factors in e-banking [2]. Technology, in particular, has been increasingly employed in service organizations to enhance customer service quality and delivery, reduce costs, and standardize core service offerings [1], [9-11]. Mobile banking service allows customers to manage their accounts with ease. Mols et al., [12] stated that the diffusion of electronic banking is more determined by customer acceptance than by seller offerings. Not enough is known regarding how customers perceive and evaluate electronically delivered services. Lee and Lin [10] have also recently highlighted the need for further research to measure the influence of e-service on customer-perceived service quality and satisfaction [1]. This study considers the five factors perceived usefulness, perceived ease of use, subjective norm, consumer awareness about mobile banking and perceived risks associated with...
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