DETERMINANTS OF CUSTOMER ADAPTATION OF MOBILE BANKING SERVICE AT AWASH BANK: A CASE STUDY OF GOFFA GEBRIEL BRANCH

Abstract

This thesis explores the key factors influencing customer adaptation of mobile banking services at Awash Bank, specifically focusing on the Goffa Gebriel branch in Addis Ababa, Ethiopia. The rapid advancement in digital banking, particularly mobile banking, presents a transformative opportunity for financial institutions, making it essential to understand the drivers and barriers that affect customer adoption. The research employs a quantitative approach, utilizing a survey of 384 bank customers to gather data on their experiences and perceptions regarding mobile banking. The study examines various determinants of mobile banking adoption, including awareness, convenience, security, users’ experiences, and demographic factors such as age, income, and marital status. The study highlights the importance of effective communication and customer education in increasing adoption rates. Recommendations include developing robust marketing strategies that emphasize the security measures and benefits of mobile banking services. Continual improvements in service offerings, alongside initiatives to enhance user trust and minimize perceived risks, are crucial for the successful implementation and growth of mobile banking.