Consumers Attitudes Towards Mobile Banking In Bangladesh

Topics: Mobile banking, Mobile phone, Bank Pages: 15 (6448 words) Published: April 23, 2015
Consumers’ Attitudes towards Mobile Banking in Bangladesh
Mohammad Majedul Islam1 and Md. Enayet Hossain2
1 – Lecturer, Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh majedul@ru.ac.bd
2 – Professor, Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh mehossain@yahoo.com
banking. The sample size was not necessarily
representative of the Bangladeshi population

ABSTRACT

as a whole as it ignored large rural population.
The aim of this study is to investigate the

This study identified two additional factors i.e.

factors influencing the consumer acceptance of

infrastructural facility and customer service

mobile

relevant to mobile banking that were absent in

banking

in

Bangladesh.

The

demographic, attitudinal, and behavioural

previous

characteristics of mobile bank users were

concerns of and benefits sought by the

examined. 292 respondents from seven major

consumers, marketers can create positive

mobile financial service users of different

attractions

mobile network operators participated in the

regulations for the expansion of mobile

consumer survey. Infrastructural facility, self-

banking services in Bangladesh. This study

control, social influence, perceived risk, ease

offers an insight into mobile banking in

of

Bangladesh

use, need for interaction, perceived

usefulness, and customer service were found

researches.

and

By

policy

focusing

addressing

makers

influencing

can

the

set

factors,

which has not previously been investigated.

to influence consumer attitudes towards
mobile banking services. The infrastructural
facility of updated user friendly technology
and its availability was found to be the most
important factor that motivated consumers’
attitudes

in

Bangladesh

towards

mobile

KEYWORDS
Mobile Phone, Mobile Banking, Consumer
Attitude, Influencing Factors, and Bangladesh
Paper type Research paper

1. INTRODUCTION
Mobile banking is a system that allows
customers of mobile financial institution
(MFI) to offering banking services of
make deposits, withdraw, and to send or
receive funds from a mobile account
through a mobile device such as a mobile
phone or personal digital assistant. Mobile
banking offers services of banking like
account information; payments, deposits,
withdrawals, and transfers; investments;
ATM support; and content services.
Bangladesh
Bank
has
introduced
permissions for mobile banking on July
2011 to promote market development.
Initially five banks have responded
positively to establish active deployments
where three largest of these were launched
immediately at the time of launching and
others in early 2012. By the end of the first
quarter of 2012 the fastest early expansion
has come from bKash (Brac Bank) and
Dutch Bangla Bank Limited (DBBL).
Most retail banks in Bangladesh is
providing online banking as add-on
services to the existing branch activities
while mobile banking is in the initial stage
of implementation. This service is enabled
here by the use of bank agents that allow
mobile account holders to transact at
independent agents locations outside of the
bank branches. This involves a sequenced
set of activities includes finding and
training agents, marketing to bring
attention to the service, and acquiring
customers using know-your-customer
(KYC) and account opening processes
while at the same time helping new
customers to begin to transact.
There are 55.6 million Bank accounts are
operating through branch banking in July
2012 which is only 36% of total

population. The maximum portion of the
population is outside from banking sector.
It is certainly shows a positive sign to
intensification of the capital flows by the
introduction of mobile banking. Within
two years of operation mobile banking
customers proliferated at 7.21 million in
September...
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